There is a moment every Filipino knows. The craving hits, the line at Jollibee is too long, and the delivery website suddenly sounds like the better idea. But what happens when the website itself becomes the frustration?
That was the question our team set out to answer in 2021. Four of us from Mapua University Senior High School surveyed 400 Metro Manila residents who had actually used the Jollibee delivery website and studied what shaped their experience. We looked at two things: how usable the website feels, and how its design affects the way people feel about using it.
What we found was telling. Design mattered more than usability when it came to customer satisfaction. The way a site looks and flows shapes the impression people carry with them, sometimes more than whether a button works the way it should. And among all the design factors we examined, navigation came out on top. When people can move through a site without thinking too hard about it, the whole experience improves. When they get lost or confused, nothing else really saves it.
The study also found that first-time users often have no guidance at all, which is a quiet but costly problem for any platform trying to grow its customer base.
Our goal was never to redesign the website. It was to understand the people using it, and give website owners something concrete to act on.