A new FoodPanda experience
Background
Client - Foodpanda ( this is a General Assembly course project, not affiliated with Foodpanda )
Services - Food and grocery delivery company
Reach - 3 million customers
Partners - Approximately 40,000 -restaurants, food courts and eateries
The challenge
Foodpanda’s revenue has suffered a major decline despite an industry that is trending upwards towards pre-Covid figures. The food delivery services industry was expected to increase its revenue by 20%, however the actual sales figures revealed negative growth quarter-on-quarter. Initial investigations uncovered the following 4 main issues :
Retailers exiting from the program citing high commission rates and low volume of orders
Increase of 22% in customer complaints about orders that were not fulfilled, incorrect or canceled by retailers
Complaints about slow delivery - waiting time longer than promised have risen by 14%
Issue of no-show by the delivery riders increased by 10%.
design Process
The Design Thinking process was used throughout this 2 week long project
We followed the EDIPT process to investigate how Foodpanda merchants, riders and customers may want to re-imagine a better experience with the platform. Letting user research be our guide, we started with user interviews to gain a better understanding from the perspective of the various stakeholders. We then synthesized the information into useful insights which we used as starting points for the ideation of solutions. We then tested our ideas via usability test and developed a prototype based on our findings.
EXPLORE phase
user interviews
We Interviewed Delivery Riders, F&B Merchants and Foodpanda Customers to collect qualitative information about their experiences to learn about their challenges in order to identify possible needs or wants that could be met with suitable features. Information collected through user interviews were then sorted with affinity diagramming sessions on Miro.
User interview findings
After conducting our interviews, we discovered these key insights:
define phase
Persona Definition
Information gathered from user interviews were sorted through empathy maps to create user personas. These personas help to represent our users by expressing their behaviors, frustrations and goals.
“ Customers would be upset with us when the food is prepared late or if the order is wrong ”
Jimmy, Delivery Rider
“ Far away deliveries are like putting all your eggs in one basket. The higher fee is attractive but many things could go wrong along the way too ”
Anne, Delivery Rider
“ My children are very picky eaters so its difficult if the order is wrong ”
Mei, Customer
“ Sometimes the order arrives much later or not at all. I feel like deleting the app immediately when that happens ”
Mary, Customer
problem definition & how might we statements
We made sense of the information we found by synthesizing them into a research hypothesis which we then used to arrive at our ‘How Might We’ statements. We used these ‘HMY’ statements to frame our findings into opportunities in order to guide design studio ideation sessions at the next stage.
IDEATE phase
idea generation
I led design studio session with the team to generate ideas based on the research insights and the crafted ‘How Might We’ statements.
The session was conducted virtually with Figjam and resulted in a robust bank of ideas.
We then selected the ideas with the most potential to be refined into design concepts.
CONCEPT recommendations
Panda-Go Foodtruck
A new traveling food hub platform
Panda-Go Concept Description
A shared mobile food-truck solution that brings popular food items to different neighborhoods expanding sales opportunities for F&B merchants looking to gain popularity and test out selling in new areas. They can lease the platform for short (daily) or longer terms.
The food-truck serves as a moving ‘hub’ for F&B preparation and a team of delivery riders/walkers will act as ‘satellites’ that will be serving the area that they’re in by going back and forth between the food-truck and nearby customer locations.
Pre-planed locations are announced early on the Foodpanda app and website giving customers time to plan their orders either by self pick-up or rider delivery. A 1 kilometer maximum trip distance makes it possible for riders to have many additional short profitable trips opportunities.
The Hunger Games
A Foodpanda in-app game
Hunger Games Concept Description
How might we make waiting for your food delivery a positive and appealing experience? An exciting in-app game exclusively for Foodpanda customers to play while waiting for their order to arrive.
Once the customer’s order is sent, they are given a chance to play a game on the Food Panda app while their order is in transit. Customers can collect points to redeem points and meal voucher prizes for their next order.
Prototype phase
Delivery rider’s mobile app - user flow
delivery Rider’s Mobile App - prototype
with Panda-Go traveling food hub platform feature
with order item photo checklist to ensure items are correct and in good order
customer’s mobile app - user flow
Customer’s mobile app - prototype
with Panda-Go traveling food hub platform feature
with Hunger Games in-app game feature
TESTING phase
usability test
Delivery Riders
The riders were happy to see that its possible to complete more short trip deliveries on the Panda-Go program.
They noticed that with flexibility that Panda - Go gives them, they can earn more in short bursts if they want to.
They expressed “ I think the itemized photo checklist to be a little tedious but they think it may be worthwhile if it reduces the possibility of me facing unhappy customers.”
Customers
Customers predict that they won’t be too upset during delayed deliveries if they are playing and winning prizes on the in-app game. However, this was just a prototype concept and they rightfully predicted that the quality and playability of the game will greatly affect their experience.
conclusion & Learnings
This was a case study assignment, there will many more considerations if this were a project with a live client. Nevertheless, it was a good exercise in creativity to go through a complete project in which different UX tools were utilized consistently. The different stages the design process, EDIPT - (Explore, Define, Ideate, Prototype & Test) efficiently guided the team to our user insights and ultimately to our final outcome & solutions.
Some key learnings from this project are:
Focus on solving the problem. In the midst of the many activities within the project, we must not lose sight of the main objective- to solve your user’s problem and to remove their pain points.
Focus on building a MVP. It’s important to identify key features that will deliver the best value to your users. Build your MVP ( Minimum Viable Product ) early so that you can test it with your users. The feedback gained will be an indispensable and valuable resource for design refinement