GoFood Pickup
In order to promote pickup orders, GoFood wanted to give more visibility for ‘Pickup' orders on the home screen by having a specific tab. This will the opportunity to serve the users with pickup-related information on a dedicated landing page.
Problem Statement
Exposure to the feature of pickup in Gofood was limited. Most of the participants in the UX research were not aware of the feature. Though pickup is considered as the most potential market and the market share is huge, we couldn't leverage it and convert the offline pickup customers to GoFood.
Though it was found by research that Pickup is a big opportunity for GoFood, we couldn’t leverage that. The number of sales in pickup is still below 10k. During different UT’s we also found that many of the users were not aware of the feature.
Hypothesis
Adding a dedicated home screen for pickup will help us to improve discoverability of pickup and will help GoFood to recommend restaurants and dishes relevant to the user based on past orders, location, promos and thus improving the number of pickup orders.
Customer journey map
Goals
How will the feature/enhancement benefit our users?
Dedicated page for pickup specific recommendations/ offers
More exposure to pickup
Help to find pickup restaurants relevant to customer
What’s the Goal of the design?
Give recommendations relevant to the customer
Improve discoverability of pickup
When will we say our designs are working?
Increase in the number of pickup orders
Increase in the number of people aware of the feature
Do these Goals align with any OKRs/Strategic fit?
Increase number of completed pickup orders to 20k/day
From brainstorming with peers
Pickup use cases
Allow to schedule pickup?
Put "method selector or filter" on the home screen (delivery, pickup, scheduled ordering) then show the restos that have the feature
GoFood Home
Easy way to identify pickup restos on GoFood Home
Have Pickup on the Navbar 😛
Customize GoFood home based on Pickup vs Delivery behavior
Put pickup in a visible place where users don't have to scroll much?
Put pickup in GoFood home navbar, but has "pickup" tab (like ifood) or provide it on navbar so that users can see restos that have pickup
Categories for pickup
Marketing
Why should I use Pickup - shuffle cards around it to targeted user demographic
"Shufflise" pickup home screen for content and marketing
For the location where no pickup, allow customers to request restos (crowdsourcing data)
Show stats about Pickup (maybe only for restos near you)
Promote quicker but reduce risk in COVID-19 bc users could do takeaway w/o spending time on waiting in the resto
Map/List view
Number of stores found (<2.5 km)
Allow changing current location on the home screen
Pickup home screen to have a map to show nearby restaurants
With the map on, they can scroll through restos too
List restaurants within a customizable a radius
Allow entering start and end location to see restos on the way
Show nearby Pickup restos in map view
List restaurants near a pinned location
Should be able to convert the map view to a list view of restaurants and switch vice versa
Give users an option to see restos on maps and list
Ability to sort pickup based on distance + also have a location picker for pickup
On Pickup tab - identify categories of restos by use cases: Near me/ On the way to home etc.
Set a search radius, like tinder
Value Proposition
Comparative ETAs with delivery orders?
ETA, a monetary advantage of ordering pickup at Resto X vs Resto Y - this will be very tailored to the user's location and hence can change
At restos give info like rating, ETA, Name, cuisine, promo, photo
Search/ Filters
Within pickup restos, quick filters to help ser get to his dish/choice quickly
Put pickup near "near me" shortcut (to give visibility if users still want to go outside to buy nearby food)
Search within pickup
Quick pickup restaurants as a shortcut
Have search within Pickup restos
Home screen should have a filter to narrow down the list of merchants shown on the map
Pickup specific filters for the home page tab
Benefits
Tell them how many steps away / calories away
Show distance in steps/calories burned to restos along with km
The benefit of pickup - like calories burned, etc
Promo
Promos for pickup
Have nearby promo discovery
Order History
Show previous orders on the home screen
