GoFood Pickup
GoFood is the food delivery app in Indonesia’s super app, Gojek. We deliver more than a million food orders a day in Indonesia.
I joined Gojek as a product designer in November 2018 in the ordering stream. Later I moved to a new subdivision named ‘Novelty’ which was formed for focusing on new business opportunities and initiatives. Pickup* was one of the initial projects.
(*Pickup is another way of ordering through GoFood where a customer can directly pick the food from the merchant as per their convenience and don’t need to depend on a driver to get it for them.)
Background
GoFood has been following a concierge model where customer’s order goes to a driver partner and it was the driver who places the order at the restaurant. Last year we introduced a model where order goes directly to the restaurant reducing the dependency of drivers ensuring faster and more reliable delivery. This also lead to new opportunities
From past researches we knew that pickup is a huge potential market but then existing model was not capable of solving it. When we changed our model from concierge to merchant accepted food order it was an opportunity to help users to pick their food themselves.
My role
I was the product designer for pickup and was responsible for designing the experience for both customers and merchants. I travelled to Jakarta multiple times for participating in user interviews, merchant visits and usability testing with our UX research team. My deliverables included Ideas sprints, customer journey mapping, wireframes and the initial prototype for concept testing. Visual designs for the project was done by the super talented IXD team in GoFood.
Problem statement
Enable customers to order in GoFood and pick it themselves at their convenience with out depending on a driver and waiting in a line.
Benefits
Being able to pick food up on your way back from work or on your way to work
Not having to pay the delivery charges while at the same time getting food from the merchant without waiting at the merchant while picking up the food
Decreasing wait times to get food from nearby restaurants by removing the dependency on a driver
Reducing the dependency on the driver and thus being unaffected from surge, high traffic, heavy demand, etc.
This also helps unlocks other markets where we don’t have our own fleet of drivers to be able to provide GoFood services (eg: Singapore) and also would drive growth in markets where pickup is a preferred way of getting food for many
User segment
The people using pickup are mainly divided into two segments:
Office-goers: These customers pick up snacks, coffee, or lunch either on their way to work or during breaks. Quick food establishments are the most popular. These users are the ones who are time-sensitive and want food as fast as they can due to their work schedules.
Home-makers: These customers pick up food daily while on their way home from work or from places near their homes to take home to their family/partner. Cheap food establishments are the most popular. These users are those who are price-sensitive as they do this regularly and frequently.
Offline pickup flow
Research insights
Pickup is the most frequent way to get food compared to other methods.
Implementing this method in Go-Food will increase app usage frequency.
Used the Method in the Last 2 Weeks (%), Average Occasion per 2 Week, Median Spend per Occasion
82%
Of respondents got Pickup in the last 2 weeks. Waiting for food is the biggest pain point they face.
4 times
Is the average occasion to get Pickup in 2 weeks. Pickup is preferred on weekday nights as food to bring home.
IDR 12k
Is the median spend for each occasion. Cheap and quick establishments are more popular.
Main value proposition
Persona
Rizki
25 years, Single
Works in a private company
Born and brought up in Sumatra
Came to Jakarta last year for work
Too lazy to cook.
Likes to have his dinner with a bintang and netflix
Often carries the food from nearby resto while coming back from office
Likes food from Pempek Palembang
Often waits for 10~15 minutes for food preparation, mostly standing outside
On Fridays it can go upto 30 minutes
Browses instagram while waiting at the resto
Quick points on Food Pickup
Preferred on weekday nights, as food to bring home to their partners/families.
Cheap and/or quick food establishments are most popular for pickup.
Waiting for food is the biggest pain point for pickup customers.
74% of the pickup customers are between the age group 20-39
Online pickup flow
Wireframes
Visual designs
It’s still going on
This was not the end. Current version of the app has changed a lot from the first release. Every day we are learning new things and trying to make the pickup experience more easy and delightful. Currently, Pickup is available for a selected segment of users and is in experiment stage. We serve more than 25,000 orders per day and its growing slowly and steadily.
Persona profile photo was by lan Dovan.