Online Food Delivery

Review of the Food Delivery Industry, with focus on

GrubHub’s UX, Design and opportunities for improvement.

Executive SummaryDiscovery – 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.

1. Discovery

Landscape of the Industry, Brand & competitive analysis,

Food Industry (2.0) research

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.

Who is our demographic and customer focus?

18-54 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.

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.

Major Brands that do their own delivery.

Online Food Aggregators are competing with major brands for ‘Best end-to-end experience’ and the 650

billion at stake.

Aggregators focused on Order Only Industry 2.0 Order, logistic Feedback/Concierge/Delivery

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.

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.

Intro to Food Delivery 2.0

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.

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. (http://techcrunch.com/2015/07/11/the-billion-dollar-food-delivery-wars/)

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.

2. Define

Data Analysis of Research, Target Personas,

Opportunities in the industry.

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!

Target Personas; Mobile Order Delivery, Workplace food logistics, All ages (18-54 (1st), 55+

(2nd), and Urban 1st due to choices, Sub-Urban gaining momentum fast.

#1

#2

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 fullOrder Confirmation: SuccessEst. 32 Min. Driver; Sadaafen route click to track

Step 1: Create Order

Ordering/Payment

Order picked up, 2min earlyOrder Confirmation: Est. 14 Min.

Driver; SadaafNote: ‘contacted about substitute soda – Pepsi for Coke, Approved.

Step 2: Food OrderFood/

Accuracy of Order

Step 3: Delivery

Speed, Info/location,

and overall experience.

3. Design – GrubHub Redesigns

Early concepts (sketches), Wireframe and Hi-Fi Designs

Visual Design – GrubHub currentSearch results

Home

Menu and customize order screens

TaskFlows – GrubHub

Home

Search results

Sign In

Blog

Previous list

Search

Feedback/Reviews

Customer content

Choose restaurant

Choose food item(s)

Customize food item(s)

Checkout/Payment Submit Order

Confirmation Order

FAQOrder

Issues/Customer Servie

DeliverSuccess

Delivery Logistics

Early Sketches – GrubHub redesign

Early Sketches 2 – GrubHub redesign

Wireframes – GrubHub redesign

HD Photos of food

Search SignUpLOGO

Login

Locations

Blogs/News

Customer Help

Special offers

Customer Favorites near me

Thai Sushi Pizza Tacos

Why everyone loves their GrubHub

Marketing copy here

Search results for…LOGO

Filters Logo

Venue nameType (Pizza,

calzones, wings)

Distance – del. Est.

Logo

Venue nameType (Pizza,

calzones, wings)

Distance – del. Est.

Assist

Logo

Venue nameType (Pizza,

calzones, wings)

Distance – del. Est.

Logo

Venue nameType (Pizza,

calzones, wings)

Distance – del. Est.

Wireframes – GrubHub redesign

Search results for…LOGO Assist Search results for…LOGO Assist

Logo

Venue nameType (Pizza,

calzones, wings)

Distance – del. Est.Starters

Quick Order

Order 10/14/15Order 11/02/15Order 11/07/15

Save Favorite Order

Leave Review

Special Request

Specials

Entrees

Pizza

Calzones

Photo and price

Item 1 -------------

Item 2 -------------

Item 3 -------------

Item 4 -------------

Review Order and submit for check out

Item 1 ------------- pricew/o mayoItem 2 ------------- priceXtra lgItem 3 ------------- priceWith sauce on sideItem 4 ------------- priceWell done, lite cheese

Price of 4 itemsTax

DiscountDelivery

Grand Total XXX.xx

Pay with CCDigital paymentGift Card

Submit Order Now

End of Presentation

Thanks for your time and Attention!