How does the user interface design of Meituan App affect the user experience? This report delves into its interface design strategy, revealing how key design elements enhance user engagement and satisfaction. Through detailed case studies and data support, you will see how Meituan creates an efficient, intuitive and attractive application interface.
1. Introduction: The importance of UI/UX in super apps – take Meituan as an example
In today’s competitive digital landscape, user experience (UX) and user interface (UI) design are crucial for app success, especially in the “super app” segment like Meituan, which offers a wide range of services. Meituan has become a leading local life service platform in China, with services covering many fields such as catering takeaway, hotel reservations, and travel services. For such complex applications, efficient UI/UX design can not only improve user efficiency, but also significantly impact overall user satisfaction and retention. This report aims to provide an in-depth analysis of Meituan’s UI design from the perspective of user experience, identify its advantages and potential areas for improvement, and explore its visual performance.
Meituan provides a wide variety of services, and if the UI/UX is not properly designed, it is easy for users to feel overwhelmed and find the required functions or information during use. This barrier to experience can lead to user churn in favor of other, more convenient apps. Therefore, for Meituan, a well-designed UI/UX is the key to ensuring that users can use its vast service system easily and efficiently. In addition, in a highly competitive market, excellent user experience can often become a differentiated competitive advantage, attracting and retaining users.
2. Meituan App: A multi-dimensional ecosystem
The birth and development of Meituan App can be traced back to 2010, when it initially started as a group buying platform with a model similar to Groupon. Over time, Meituan has gradually expanded its business scope and evolved into a comprehensive “local life service” platform that covers all aspects of users’ daily lives. Today, Meituan’s services include but are not limited to food and beverage takeaway (Meituan takeaway), hotel reservation (Meituan Hotel), travel service (Meituan taxi), movie ticketing, local discounts, fresh grocery delivery (Meituan grocery shopping, Little Elephant Supermarket), shared bicycle (Meituan bicycle), and various lifestyle services.
Meituan has a huge user base, with hundreds of millions of users accessing various services through its platform, which has made it a pivotal player in China’s digital economy, and is even known as China’s “Amazon of services”. Meituan’s core mission is to “help everyone eat better and live better”, which reflects its vision of improving the quality of life for users.
How can product managers do a good job in B-end digitalization?
All walks of life have taken advantage of the ride-hail of digital transformation and achieved the rapid development of the industry. Since B-end products are products that provide services for enterprises, how should enterprises ride the digital ride?
View details >
Meituan’s evolution from a single group buying service to a super app reflects its strategic considerations to increase user frequency and loyalty by meeting a wider range of daily needs within a single app. Users no longer need to switch between multiple different apps to complete different tasks, which undoubtedly improves convenience. Positioning itself as the “Amazon of the service industry” also demonstrates Meituan’s ambition to become the go-to platform for Chinese consumers seeking various lifestyle services, underscoring the comprehensiveness of its service offerings.
3. In-depth user experience analysis
3.1 Navigation and Information Architecture
The main navigation structure of Meituan App is crucial for users to navigate its vast service system. Users can usually access different service categories through the tab bar at the bottom or the menu bar at the top. The hierarchy of information within the app is reflected in different service categories, for example, food and beverage services are often categorized by restaurant type, geographic location, user reviews, etc., and hotel reservations offer filtering options by star rating, price, amenities, etc. The search function and various filters play a key role in helping users quickly locate the desired service or commodity.
User feedback indicates that the interface of Meituan App is friendly and vibrant, and the search bar at the top is very eye-catching, making it easy for users to type what they are looking for, such as a specific dish or service. Additionally, the filtering feature allows users to narrow down their search results based on criteria such as distance, price range, etc., which is very helpful for quickly finding businesses that meet their needs among the many options. The positive reviews of the search bar and filters in user reviews indicate that these are crucial components in the app’s information architecture, capable of handling the vast array of options available effectively. Meituan may have put a lot of effort into designing these core navigation tools.
It is worth noting that Meituan also takes into account the accessibility of information architecture. By dividing the information of the query area and the transaction area, and using a grid layout to present the long-term fixed functional entrance of the homepage, it is convenient for visually impaired users to memorize the page structure according to their location. For pages with frequently updated content, a linear layout is used to ensure that users can browse information by swiping up and down to avoid missing information. This focus on accessibility design reflects Meituan’s mature approach to user experience, aiming to serve a wider user base. Designed with accessibility in mind, Meituan’s commitment to inclusivity and understanding of various user needs beyond the typical user base is indicated.
3.2 Interaction Design and Usability
The common user task processes in Meituan App (such as ordering food, booking a hotel, or hailing a car) are relatively intuitive. Buttons, icons, and other interactive elements are clear and easy to understand. The checkout and payment process is also designed to be efficient and convenient. User feedback mentions that even if you don’t speak Chinese, you can easily order food through the app and pay with QR codes. The interface is also rated by users as very friendly. Meituan App provides a seamless experience for users, allowing them to quickly search for specific services, complete payments, and track order status. Positive user feedback on the ease of ordering and paying indicates that Meituan has successfully streamlined these core transaction processes, resulting in a positive user experience. Smooth and efficient transaction processes are essential for e-commerce and service-based applications. Users mention these aspects, suggesting that Meituan may have prioritized usability in these areas.
To further ensure the quality of interaction design, Meituan has also developed UI interactive intent understanding technology for automated testing. This technology is designed to simulate tester cognition, identify the interaction intent of page modules, and program the operation logic for more comprehensive test result checking. Meituan’s commitment to understanding UI interaction intent demonstrates its commitment to quality assurance and ensuring consistency and reliability in user experience. By automating test UI interactions, Meituan can ensure that applications function as expected and that users can complete tasks smoothly without encountering errors or unexpected behavior.
3.3 Personalization and recommendation system
Personalization and recommendation systems seem to be an important part of Meituan’s user experience strategy. Meituan uses data analytics and machine learning algorithms to provide personalized recommendations, including restaurants, deals, or other services, based on users’ historical behavior, preferences, and geographic location. This practice aims to increase user engagement, conversion rates, and overall satisfaction, making it easier for users to discover content that may be of interest to them by providing relevant and tailored content.
Meituan App’s “local search + market” model and intelligent recommendation system also support personalized experience. By analyzing users’ purchase history and browsing behavior, Meituan can recommend products or services that users may be interested in, thereby increasing the likelihood of purchase. Personalized recommendations and promotions can increase user engagement and encourage repeat purchases. Offers tailored to individual preferences can enhance customer satisfaction and loyalty. Leveraging big data for personalized offers can give Meituan a competitive edge by providing customers with a unique and customized shopping experience.
Meituan is also constantly testing and optimizing its recommendation algorithms to improve user experience and business metrics. The focus on “novelty” and user feedback suggests that Meituan seeks to strike a balance between showcasing familiar options for users and introducing new, potentially interesting services or merchants, which can keep the app experience fresh and engaging.
3.4 User feedback and pain points
Analysis of app store user reviews and social media feedback reveals the complexity of user experience. Some users, especially local users, find the app very useful and convenient. However, other users, especially foreigners or those experiencing specific issues, expressed dissatisfaction with usability, language barriers, pricing strategies, and customer service.
For example, some users praised the app’s usefulness but also complained about the lack of language options for foreigners and payment methods. Other reviews express dissatisfaction with excessive ads, intrusive features, and overly complex interfaces, resulting in low app ratings. Other users have reported forced charges, poor customer service, and unfair membership pricing. Additionally, some users have expressed frustration with the unstable coin-to-cash ratio in the video rewards program, as well as the app’s bugs and poor customer service. These user feedback suggest that while Meituan serves its main user base well, there is still room for improvement in the user experience in some areas, especially in terms of non-Chinese users and addressing specific customer service issues.
The lack of English support is a major pain point for non-Chinese-speaking users, limiting the app’s usability and ease of use for this demographic. While Meituan’s primary target market is China, offering better language options would be an important improvement if it aims to serve a wider audience. In addition, some users mentioned the complexity and sometimes unintuitive problems that are common in Chinese apps. This suggests that Meituan, as a Chinese app, may also have usability challenges that foreign users commonly encounter when using Chinese apps, such as being too feature-intensive and sometimes language barriers despite translation. These challenges may stem from cultural differences in design preferences or differing market priorities.
4. Visual expression and design language
4.1 Aesthetic evaluation
The main color of the Meituan App has been uniformly changed to “Meituan Yellow”. This color is widely used in branding and throughout the interface. The typography used in the app is clear and easy to read, with a uniform style. The design style of the icons and other visual elements also maintained consistency. Users have commented that the app’s interface is vibrant. The unified use of “Meituan Yellow” as the main color of the brand shows that Meituan strategically focuses on strengthening brand recognition and creating a consistent visual identity across all services. Branding is a crucial aspect of app design. A consistent color scheme helps users quickly identify and associate with the brand. The uniform use of yellow may aim to establish a strong and easily recognizable brand identity in a competitive market.
4.2 Branding and consistency
The visual design reinforces Meituan’s brand identity by using elements such as the kangaroo mascot, especially in Meituan’s takeaway logo. The design language for different parts and features of the app has also been consistent. The kangaroo mascot is considered to be the embodiment of the brand image of “right-hand man”. The kangaroo’s bag symbolizes the ability to carry a large number of items, while the kangaroo’s jump represents quick delivery within an hour. Meituan has also made significant efforts to ensure UI consistency, for example, Meituan Takeaway uses the Design Pattern Library (DPL) and a toolchain called Jimu to achieve UI consistency. This is further exemplified by the UI Conformance Project and the use of the Jimu toolchain, code component libraries, and cloud collaboration platform. In addition, Meituan emphasized the goal of unifying brand symbols and user interfaces.
Meituan places a strong emphasis on branding through its visual elements, particularly the kangaroo mascot used in its delivery service, aiming to create a memorable and recognizable brand identity. Mascots are a powerful tool for brand recognition and creating an emotional connection with users. The continued use of kangaroos may be aimed at strengthening Meituan’s brand image in the competitive food delivery market. Meituan has taken significant internal steps to ensure UI consistency across its various platforms and services, demonstrating its recognition of the importance of a unified user experience for brand recognition and development efficiency. The detailed description of the UI consistency project and the tools developed (Jimu, DPL) highlights a strategic move to address the challenges of maintaining a consistent look and feel across complex super apps involving multiple teams and technologies.
4.3 Use of visual elements
The images used in the app, especially the food in the restaurant list, are of high quality and relevant, engaging users. Illustration is also used as a visual language to enhance user experience and achieve business goals. High-quality and engaging visual content, particularly food images, plays a crucial role in attracting users and influencing their choices within the Meituan app, especially in the food delivery section. In visually-driven services, such as food delivery, the quality of images can significantly impact user engagement and purchasing decisions. Meituan seems to be capitalizing on this by using enticing visuals.
5. Potential areas for improvement in UI/UX
Based on the pain points identified in user feedback, such as language barriers for non-Chinese users, complaints about interface complexity and excessive functionality, and concerns about pricing, some specific suggestions for improvement can be made.
Improving language support for international users is an important opportunity, and Meituan can better serve this user group through in-app translation functions or localized versions. Simplifying the interface and reducing redundant information is also a direction worth considering, which can provide a customizable homepage or streamlined navigation for users who primarily use some of the app’s features. Additionally, review and optimize pricing strategies and membership benefits to address user concerns about fairness. Improve the consistency and responsiveness of your customer service channels to resolve user issues effectively. Finally, address the bugs and performance issues mentioned in the report to improve the stability and user satisfaction of the app.
Addressing language barriers for international users is a significant opportunity for Meituan to expand its reach and improve the experience for a large number of potential users. Repeated complaints about the lack of English language support indicate an unmet need. Implementing better language options can significantly enhance usability for international visitors and residents who do not read Chinese. Simplifying the interface and offering more customization options can cater to users who find the app overwhelmed by its numerous features, potentially improving user retention and satisfaction. Reviewing and potentially adjusting pricing and membership models can address user perceptions of unfairness and increase customer loyalty.
6. Comparative perspective: Meituan vs. competitors
Meituan’s UI design can be briefly compared to its main competitor, Ele.me (Ele.me). User feedback shows that Ele.me may have better options and more discounts when it comes to food delivery, while Meituan is better suited for ordering random items. This suggests that there may be differences in the focus or user experience between the two platforms in terms of specific services. On the other hand, there is a view that Meituan’s advantage over Ele.me lies in the diversification of its services. Meituan’s larger market share and its integration with Dianping traffic also give it certain advantages. Compared with its competitors, Meituan also has a stronger interlocking and complementary product line. While both Meituan and Ele.me are major contenders, user preferences and platform benefits may vary depending on the specific services used, suggesting that each app may outperform in certain aspects of the user experience. Comparing user feedback and feature sets of competing apps can reveal areas where one platform may have a UX advantage over another in terms of specific tasks or user needs. This could inform potential improvements for Meituan.
It is worth mentioning that Meituan has adopted Ant Design, a highly regarded UI design system, which demonstrates its commitment to professional design standards. The adoption of Ant Design demonstrates Meituan’s focus on leveraging mature UI principles and components, which may contribute to consistent and high-quality visual and interaction design. Using a recognized design system like Ant Design streamlines the design and development process and contributes to a more cohesive and user-friendly interface.
7. Conclusion: Optimize UI/UX for sustained success
This report analyzes the UI design of Meituan App, summarizing its advantages in navigation, interaction, personalization, and visual presentation. User feedback indicates that the app performs well in terms of convenience, functionality, and visual appeal, especially in the Chinese market. However, the report also points out potential areas for improvement, focusing on improving language support for international users, simplifying the interface, optimizing pricing strategies and member experience, and continuously improving customer service and addressing bugs in user feedback.
In the highly competitive super app market, continuous UI/UX optimization is crucial for Meituan to maintain its leading position. To further improve user engagement and satisfaction, it is recommended that Meituan continue to conduct user research, A/B testing, and iterative design improvements. By continuously listening to user feedback and adapting to market changes, Meituan can ensure that its app consistently provides an excellent user experience and maintains its leading position in the field of local life services in China.
