Digital interfaces of food delivery services - Semiotics analysis of iFood platform applications

Abstract

Through a Peircean-based semiological analysis, this article investigates the relations between digital platform interfaces and different social agents. This case study was the Client and Deliveryperson versions apps of the food delivery platform iFood, notable for its large base of active users in Brazilian territory. After selecting key points of interaction between platform and users, the elements on screen was thoroughly described – guided by an analysis script that helped reveal the triadic nature of a sign, as proposed by Peirce. The results enabled to conclude that the experience and interactions within the application prompt each social agent to occupy a specific, predetermined social role.