Project
Recommend new features to clearly communicate the Foodsby value proposition and increase adoption rates.
Recommendation
Provide a clearer explanation of how this food delivery service differs from the competition, add meal and dietary preferences, and let users know when food choices are running low.
UX Components
Stakeholder Kickoff
Competitive Audit
Journey Map
Feature Cards
Kano Model
Foodsby Food Delivery Service
Time for Lunch… Increasing the onboarding rate of new users.
Foodsby is a service platform that offers cost-effective lunchtime food delivery to customers who are primarily office workers in commercial office buildings. The density of customers at each location allows delivery in bulk with a flat and low delivery rate of $1.99 per meal.
Goals
Foodsby is looking to identify new ways of enhancing the user’s onboarding, in order to set appropriate expectations for the first and continued use of the service.
Experiment with profile requirements, customization options, and the overall journey of a new user. Consider what types of user values might align well to the Foodsby model and find ways to demonstrate that connection with Foodsby.
Identify how and when to educate users on how Foodsby differs from other food delivery services. Consider what is important for users to know about the model in order to increase adoption rates.
Clarifying the Foodsby business model and value proposition for users.
Journey Map
In examining the customer journey, actions, thoughts and feelings, we discover pain points and opportunities. The Foodsby customer goes through a journey of learning about the service, delves into how it works, tries it, evaluates it and decides whether to continue.
Proposed New Feature #1
Better explanation of the value proposition and how it works.
Picture it: An office worker in downtown Minneapolis hears that her employer participates in a food delivery service called Foodsby. She goes to the site, reads about the value proposition, understands the business model and looks forward to not waiting in line for lunch any more. [Development Time: 2 Days]
Re-introduce a bolder Foodsby logo and color scheme.
Once registered, confirm the user is logged in and provide a link to their profile.
Introduce the value proposition in clear language.
Provide step-by-step instructions to register and order.
Instructions link to page for food preferences.
Once comfortable, user can opt-out of this intro information.
Proposed New Feature #2
Percentage of Meals Available to Order.
Picture It: Office worker, Rick, signs into Foodsby mid-morning, wondering if he will be able to make the cut-off time for an order. Not only does he see the cut-off time, he also sees which restaurants are getting close to their limits for meals. This helps him know with certainty his options for lunch today. [Development Time: 2 Days]
Prominent bar to allow user to preview a week in advance.
A reminder of today’s date and to order early!
Color coded bars and numbers showing availability.
Cut off times and delivery times clearly shown.
Proposed New Feature #3
Meal & Dietary Preferences.
Picture It: Office worker, Amy, is vegetarian and prefers Italian and Mexican cuisines. It would save her time in choosing lunch if she could limit the selections that appear for her. She goes into her preferences section where she selects these food options as well as payment info, notification preferences and personal information. She feels listened to and in control of her food choices. [Development Time: 4 weeks]
Preferences are visible on one page.
Dietary, Allergy, and Favorite food options.
Easy to understand email preferences.
Promotion for monthly subscription.
Responsive Mobile Application of New Features
Picture it: John heard about Foodsby and downloaded the mobile app. On his first log-in he is pleasantly surprise to see a Get Started cheat sheet to help him understand how the service works. After a couple of orders, he dismisses this info to go right into the daily menu.
Simplified “Get Started” instructions.
Responsive design displays restaurants in a single column.
Conclusion
Online businesses must always look for improvements to their websites to keep up with customer expectations, competition, and ways to increase sales. Foodsby gave me the opportunity to look for these opportunities. Adding meal and dietary preferences, strengthening their value proposition, and clearly communication food selection outages, ease onboarding, and will help strengthen the user loyalty.
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