Food Delivery Service Low Price Picker

This project is a passionate project jointly carried out by Ziqi xu and Zhouquan Peng. It will provide better service for people using food delivery platforms, try to solve the pain points of the industry and find our own position in this complex market. At present, the project is still in progress.

Background & Challenge

Since COVID-19 spread worldwide and epidemic prevention policies were implemented, online food ordering and delivery services have reached the golden age of this industry. More and more people have started to use online food ordering and delivery platforms to avoid eating out and contacting people, and then get used to its convenience and become long-term users.

Among many competitors, food delivery platforms like DoorDash, Uber Eats and Just Eat stand out. A successful meal delivery platform requires efforts in four aspects: maintaining technical advantages, increasing delivery speed, providing attractive prices and increasing its restaurant pool size. Each platform has invested countless funds and time in these four parts to strive for the largest customer group and increase its revenue. However, developing the platform does not mean that every party in the industry can benefit from it.

How might we develop a product to solve some pain points of multiple parties in the food delivery industry and improve users’ experience?

User Interview & Key Findings (Peng)

We start with the most familiar part and prioritize discussing and solving the user experience problems in the food order and delivery process.

1/3 of the users are light users, with 1-3 times per week. They place orders regularly, but their daily meal is not relying on it. Nearly 1/5 are regular users who order 2-5 times weekly. Ordering food delivery seems to be an essential part of their life. Less than 1/10 of the user are heavily relying on food delivery. They use the service 5-14 times per week. It is worth noting that although the population of regular customers are much smaller than the group of light user, they are placing significantly more orders than all lighter users combined.
The most important reason people choose one food delivery app over another is the price, followed by the delivery speed and the exclusive restaurants. For the price, people are spending about CAD 26 for an everyday meal with the food delivery app on average. Other factors like useability, customer service and the app’s first-mover advantage also play a significant role. However, people’s decisions can also be affected by their surroundings people.
Most people are open to trying something new if you ask, but they are most likely to go for the same meal they had before, which is a much more covenant and time-saving option. The food quality is more stable, and they might simply love the taste of those few good old dishes.
More than 50% of the users must spend 5-15 minutes deciding what to eat. It is not a long time, but it becomes quite a hassle considering the regular users must repeatedly spend time on these decisions. There is much room for improvement; not to speak, 25% of users need to spend 15 to 40 minutes deciding.
Males tend to prefer to take control of their own hands. They like it more than females to try something new, but they want this “new thing” to be decided by themselves instead of by others. They are likelier to leave feedback, and their feedback comes relatively harsher to females. In addition, males trust images and descriptions they see more than ratings and reviews from others. Although Females prefer stability, they are more open-minded to letting other people make food decisions for them, and they are more forgiving when judging. They also trust ratings and reviews more than food images and descriptions.

Persona (Peng)

User Flow

Customer

Browse & Place Order

Waiting

Receive Order

Give Review

Receive Order Informations

Driver

Platform

Restaurant

Pick up

Receive Order Informations

Prepare Meal

Hand to Driver

Give Informations

Design Statement

After analyzing the problem landscape and user survey data, we selected several main pain points:

The ordering process is complex and time-consuming. There are too many parts in the process that allow users to hesitate, which might decrease the user experience and cause the platform to lose orders
A single platform cannot cover all restaurants
The restaurants lack order volume and reach on platforms
The discount and membership service information of platforms are confusing

Based on these pain points, we believe that our product will serve as an independent information extraction website, integrating information from all large platforms for users to use, and adding some practical functions, such as saving menus, one-click ordering and generating menus randomly.

We believe that such products can help each party in the industry and encourage full competition between platforms.

For customers, our product can improve their ordering experience, and help them save money by providing discount information
For restaurant owners, we can help them improve their exposure and order volume and cover a larger user group without having to register on multiple platforms
For the platform, our products provide an opportunity to expand the user group and give a smaller platform exposure opportunity

Most importantly, in the development of the industry, traditional upgrading, investment and promotion cannot effectively influence the order size and frequency. We believe that through our products, it is easier for users to form the habit of using the food delivery platform and become regular users.

Site Map

Part of Wireframe