2020 ・VISUAL DESIGNER ・ EATS

Delivering Deliciousness to Your Doorstep

How might we design food delivery services that optimise infrastructure available without sacrificing user experience?

When the pandemic started in 2020, our business came to a halt. As a company that empowers travel, Covid-19 forced us to seek temporary solutions in order to retain our active users. Our strategy was to expand our existing product, the dine-in service, into a food delivery service. However, the main challenge we faced in designing this expansion was that our existing infrastructure was built to optimise the pre-booking process, while online food delivery services require an immediate and seamless post-booking experience.

CHALLENGES

IMPACT

We’re successfully launched our EATS Delivery MVP from Design to Implementation in less than 2 month. The release have allows our costumer to order food and track their order real time.

This improvements are also helps our company sustained it’s loyal costumer and even add a new one. As per end of 2021, we are able to maintain 2 million active users, average 25% recurring and with 5% of of new users.

Note: The Delivery services was discontinued in end of year, 2022 due to the company re-organizing and changes in directions.

PROCESS

There are 3 objective we did in order to answer the challenge.

  • Identify the MVP for the Delivery Service

  • Aligned with Stakeholder on the design scope and the enablement required

  • Optimise pre-existing design component to make the implementation more efficient.

IDENTIFY MVP FROM USER

We are benchmarking our competitor strategy and map the users journey to categorize different approach to Food Delivery model. We discover that there’re 3 types of Online Food Delivery Services (OFDS)

  • Food Aggregator (adopted by e-commerce)

  • Direct (from restaurant directly to costumer)

  • Delivery Only (performed by G⭐️Fod and Gr⭐️bFod)

We find similarities of 3 key features that is essential for OFD Service

  • Calculated Distance

  • Accessible order status

  • Time Estimation

These features are important because it’s related to the element for user decisions making: time

Image: Visualisation on Benchmark with user’s feeling to emphasize gap between our product VS competitor.

I conduct a co-designing with stakeholders to share our findings and agreed on the next step to achieve it. I also use this as ways to earn buy-in through empathy map with our users.

  • Using Think, Say, Does and Feel Framework to emphatise deeper with users and design their experience, and such I am able to map their flow inside the app.

  • Using Ideally, However and Thankfully we reach an agreements on what are our goals, what are the constrains and what’s the work around to achieve it.

  • Lastly, I summarise our exercise into products flow, and area to focus within the first launch where the feature we agree are important, and feasible.

The top 3 most voted for P0

  • Delivery status tracker

  • Direct Confirmations

  • Seamless flow from order to payment

ALIGNMENT WITH STAKEHOLDER

  • Screenshots taken from Ideally, However, Thankfully where we vote on requirements. The number indicates number of vote

  • Touchpoint map of user’s journey from Product Awareness to Post-Booking (waiting for order to arrive) across multiple actors. We’re focusing on Post Booking experience, and using our existed Booking page as entry points.

OPTIMISE PRE EXISTING DESIGN COMPONENT

Informed with Familiarity Heuristic, I created the design for each pages for users to order their meal with the aim to optimising existing flow and creating the least friction within user journey.

  • Reuse component to lower learning curve

  • Connecting API with 3rd Party and alert users on important touchpoint of delivery journey on the process.

  • Close collaboration with central design team to ensure that the behaviour can be adjusted without causing any error or hinder other user’s journey

  • The system visualiation for demand facing. From when the booking have been made through order completed

FINAL DESIGN

User flow to enter Booking status. From My Booking page, created by utilizing components from Design library.

E.g, Map’s Behavior from our Airport transport service, Order detail cards from our existing F&B Services and later our product use our Delivery Status tracker in other product as well.

As PIC and Visual Designer for the demand facing in the project my responsibility are:

  • Define and scope the projects

  • Conduct researches to help provide informations & perform data synthesise & analysis from the data gathered

  • Facilitate brainstorm and ideations process with stakeholders

  • Plan and execute Concept testing for the proposed flow and prototypes

  • Produce designs of wireframe to hi fidelity for implementations

  • Helping in ensuring the quality of feature release with minimal to zero bug

ROLE & PROCESS SUMMARY

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