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!