At dualoop, we help digital products optimise their user experience: we identify usability flaws and propose data-backed solutions. Our UX audits apply best practices in accessibility, usability, and conversion optimisation to ensure that apps and websites deliver the best possible experience.
We're big on sharing knowledge and supporting your growth. To that end, we’ve decided to audit products we love and refine them to enhance customers’ experiences.
- We review products based on best practices and heuristics, identifying design flaws hindering their usability.
- Based on our audit and expertise, we propose solutions to ensure products deliver an optimal user experience.
For this audit, we reviewed the food delivery app Foodbag, a Belgian meal box with delicious, fresh, and local ingredients that can be prepared or quickly reheated at home.
Key UX issues on Foodbag’s mobile app menu page
We really love Foodbag’s colorful and playful style - it makes shopping for meals quite fun. To improve the menu page even more, we identified three areas for improvement:
Accessibility & readability challenges
1. Low color contrast: The colour contrast of inactive text against the white background, as well as the primary colour combined with white, does not comply with WCAG standards, making it harder to read for users with visual impairments.
Source: Criteria 3.3.2 - Labels or Instructions (WCAG)
2. Small font size: the stepper & navigation text should be larger to improve readability.
3. Small interactive elements: the minimum target size should be 24 x 24 px according to accessibility standards. The “+” button for adding an extra is smaller than other buttons, such as the portion counter or the cart button.
Source: Criteria 2.5.8 -Target Size (WCAG)
🧐 71% of users with access needs leave a site they find hard to use. (ClickAway Pound)
🧐 Digital products that are WCAG compliant are expected to outperform market competitors by 50% (Gartner).
Low visual hierarchy
4. Cluttered meal list & no chunking: There is very little space between one meal and the next, making it unclear which content belongs to which meal. It is important to “chunk” or group items when they are related to improve scannability and navigation
Source: Chunking - Laws of UX
Cognitive load
No visibility on total meal options: users land on the menu page, without knowing how many meals are available or how much they need to scroll. The average person can only retain 7 (±2) items in their working memory (“Miller’s Law”).
Source: Miller’s Law - Laws of UX
No side-by-side comparison: It is important to enable side-by-side comparison and group elements to reduce choice overload.
Source: Choice Overload - Laws of UX
🧐 Companies that integrate UX, digital, and service design outperform their competitors across industries (McKinsey & Company)
🧐 A frictionless UX can increase conversion rates by up to 400% (Forrester Research)
Solution design : Our UX/UI improvements for Foodbag’s food delivery app
We've evaluated the menu page, identifying key UX/UI and accessibility issues. Leveraging our expertise in product design, we have strategically applied our insights to enhance the overall usability of the page.
We increased the accessibility and visual hierarchy of the page:
✅ Grouped meals by category → Users see a clearer breakdown and know their options.
✅ Added a search function → This improves navigation and reduces cognitive overload.
✅ Increased text size for better legibility → Helps all users, including those with visual impairments.
To be noted: the colour contrast still does not meet accessibility criteria. Addressing this would require changing the primary colour in a branding exercise.
✅ Enlarged interactive elements (e.g., “+” button) → Meets accessibility standards.
✅ Improved visual hierarchy → More spacing between meals for better readability.
Thanks to these changes, Foodbag’s menu page becomes easier for visitors to scan, read, and navigate. This, in turn, improves conversion optimization and can lead to more meals sold.
🔥 Want a free UX/UI audit for your product? Let’s talk!
