Online Food Delivery. Review of the Food Delivery Industry, with focus on GrubHub s UX, Design and opportunities for improvement.

Transcription

1 Online Food Delivery Review of the Food Delivery Industry, with focus on GrubHub s UX, Design and opportunities for improvement.

2 Executive Summary Discovery Define - Design 1. Discovery UX Research of Food Delivery Industry, Brief Competitive analysis, landscape of industry 2. Define Data Analysis of Research, Target Personas, Opportunities in the industry. 3. Design Sketches, Wireframe redesign concepts of Grubhub Note: Development and Deploy phases skipped from process for Interview.

3 1. Discovery Landscape of the Industry, Brand & competitive analysis, Food Industry (2.0) research

4 Discovery: Research 1. GrubHub s current conditions - While GrubHub is still expanding rapidly, the growth has dramatically slowed. In its latest quarter, GrubHub delivered 36 percent revenue growth, down from its 75 percent growth rate the year before. Since April of 2015, the stock has plunged to $24 from $47. In other words, it has almost been cut in half in a matter of months. At the same time, it was the only nationwide platform out there; serving 30,000 restaurants and the numbers have only become larger since its IPO. It also wasn't hostage to advertising in order to make its money. The company talked about how its total addressable market could be as large as 350,000 restaurants, which is 61 percent of all restaurants in the United States. These software-only marketplaces main selling point to restaurants is to bring a lot of new orders and replace their antiquated phone-ordering system with an optimized Web and mobile platform, that integrates with their kitchen workflow.

5 Who is our demographic and customer focus? Online ordering, removes the frustration of user error from the order takers and gives the customer control, users have embraced and the expectations are outpacing current capabilities, especially in sub-urban outlets yrs old are our target audience, with 55+ being a close second. Meaning if we can empower the customer and give great points of feedback through all 3 steps it should solve the needs for all.

6 Online Food Aggregators are competing with major brands for Best end-to-end experience and the 650 billion at stake. Major Brands that do their own delivery. Aggregators focused on Order Only Industry 2.0 Order, logistic Feedback/Concierge/Delivery

7 User Research Facebook 11/20-22; Question; What Apps/sites do you use to order food for delivery/pickup? Why do you use it versus another. Major Brands with Online/Mobile ordering and Delivery: (Jerry Florida) I love the Dominos app because you know the exact stages of your order and who is doing it. It's also very accurate on time. We ordered tonight and he was here 3 minutes before the expected time. We never really ate dominos before we tried the app and now we eat that sh***y pizza more because of the app and you don't have to talk to anyone. (Regan MA) Longhorn and Chilis from the website. The visuals are good, and both places allow changes and substitutions easily. Neither place has gotten an order wrong. (Greg VT) A place in Burlington, VT called Leonardo's that had a great online ordering capability. It was easy, fast and accurate, and that's what counts. All of the apps I have seen here tend to work with restaurants that are either overpriced or just gross. Online/Mobile ordering and Delivery: DoorDash is my new go to because gives you visual map view of progress (like uber) so you know exactly where your wings are! Grubhub. Has lots of restaurants I like, saves them and previous orders, quick building up pts for discounts, fun games for addl discounts...relatively quick delivery, can get delivery from Cambridge and Boston restaurants to Watertown. Foodler is the best in Boston also they give you updates via text on when you food will arrive. They have a ton of options and they are doing beer and wine now also. Delivery Dudes - they offer the greatest range of restaurants in my area and don't mark up the cost of the food and there is no minimum. The delivery charge is only $5 which is very reasonable.

8 Intro to Food Delivery 2.0 There are three basic steps to this industry (1. Order, 2. Cook and 3. Deliver). The first generation of restaurant delivery services (JustEat, Grubhub, Delivery Hero) focused on the first step: they act as a pure software layer that aggregates a fragmented offering of independent restaurants (mainly takeaways), which manage their own fleet of couriers. But their reliance on the restaurants own couriers mean that they are somewhat limited in their offering of cuisines and price points: they have become mainly associated in consumers mind with relatively low-end takeaway food (pizza, burgers, Chinese, sushi etc.). It also means that they cannot control and optimize the speed and quality of the delivery.

9 Food Delivery 2.0 Current leaders; In our view, the on-demand marketplaces offer the best overall value for customers money due to the wider range of food options, through a reliable delivery experience, at no additional costs vs. in-restaurant. ( The next generation of restaurant marketplaces (Doordash, Deliveroo, Caviar), which emerged in the past two years, focus on step 1 and 3 of the process: they bring extra traffic and orders to the restaurants, but also manage the delivery for them, through their fleet of independent couriers connected by an Uber-like mobile app.

10 2. Define Data Analysis of Research, Target Personas, Opportunities in the industry.

11 Analysis of Research Food Delivery 2.0 has the edge; The more tools a customer has to customize order, ease of payment, easy and precise delivery tracking, + Great UX WINS!

12 Target Personas; Mobile Order Delivery, Workplace food logistics, All ages (18-54 (1 st ), 55+ (2 nd ), and Urban 1 st due to choices, Sub-Urban gaining momentum fast. #1 #2

13 Opportunities $650 billion food delivery; To the companies with the best search/(customizable) ordering, best food/product options and most accurate/trackable delivery logistics. Thank You Paid in full Order Confirmation: Success Est. 32 Min. Driver; Sadaaf en route click to track Step 1: Create Order Ordering /Payment Order picked up, 2min early Order Confirmation: Est. 14 Min. Driver; Sadaaf Note: contacted about substitute soda Pepsi for Coke, Approved. Step 2: Food Order Food/ Accuracy of Order Step 3: Delivery Speed, Info/location, and overall experience.

14 3. Design GrubHub Redesigns Early concepts (sketches), Wireframe and Hi-Fi Designs

15 Visual Design GrubHub current Home Search results Menu and customize order screens

16 TaskFlows GrubHub Feedback/ Reviews Customize food item(s) Search Search results Previous list Choose restaurant Choose food item(s) Checkout /Payment Submit Order Home Sign In Confirmation Order Delivery Logistics Blog Customer content FAQ Order Issues/Customer Servie Deliver Success

17 Early Sketches GrubHub redesign

18 Early Sketches 2 GrubHub redesign

19 Wireframes GrubHub redesign LOGO Search SignUp LOGO Search results for Assist Login Locations Filters Logo Logo Blogs/News Customer Help Special offers Customer Favorites near me HD Photos of food Thai Sushi Pizza Tacos Venue name Type (Pizza, calzones, wings) Distance del. Est. Logo Venue name Type (Pizza, calzones, wings) Distance del. Est. Logo Venue name Type (Pizza, calzones, wings) Venue name Type (Pizza, calzones, wings) Why everyone loves their GrubHub Distance del. Est. Distance del. Est. Marketing copy here

20 Wireframes GrubHub redesign LOGO Search results for Assist LOGO Search results for Logo Venue name Type (Pizza, calzones, wings) Distance del. Est. Quick Order Order 10/14/15 Order 11/02/15 Order 11/07/15 Photo and price Item Item Specials Starters Item Item Entrees Pizza Calzones Review Order and submit for check out Item price w/o mayo Item price Xtra lg Item price With sauce on side Item price Well done, lite cheese Price of 4 items Tax Discount Delivery Assist Grand Total XXX.xx Pay with CC Digital payment Gift Card Save Favorite Order Leave Review Special Request Submit Order Now

21 End of Presentation Thanks for your time and Attention!