Delivereasy

A food delivery service made by New Zealanders for New Zealanders.

Role
UX/UI, Strategy, Art Direction
Year
2017

Customers want to be able to browse, select, and have food delivered.

Overview
delivereasy is a food delivery service that connects customers to restaurants. Focusing on a great ordering experience, enjoyable delivery interactions, and amazing food quality.  Making sure customers are happy, is of utmost importance to the success of delivereasy.

Researching and understanding the delivereasy challenge

delivereasy aims to connect customers to restaurants and allows them to place orders, from the comfort of their home. At the time of launch the team at delivereasy knew they were moving into a competitive space. Knowing who the competition was and how they differ was important during the early stages of this project.

We found that there were 5 main competitors in New Zealand that we need to research. We needed to understand what they were doing well and areas which could be improved.

“Nick's design not only made us commercial, but he also streamlined our customer experience so orders could be placed as easy as possible. Nick's vision helped us get to market fast.”

Blair Kippenberger
Delivereasy, Founder

Assessing the competition

To better understand the market delivereasy was entering we knew that we had to get an understanding of the competition. We researched the 5 main competitors. We analysed them all and created the below chart to give you a quick rundown on our findings.

Visualising the user journeys

Understanding user journeys was a key part of the user experience process for delivery easy. I wanted to make sure we fully understood how users would flow through the web app.

Understanding how the customers' food gets from the restaurant to their hands was key. We knew we wanted the journey to be as easy as possible, in order to allow for high numbers of orders to be processed without overloading the payment system.

Researching, Sketching, Wireframing.

Once I understood the scope of the problem, I was ready to take the research, sketch design options and then wireframe my findings. I was able to get fast feedback from the founders, and potential customers. This was the first time they got to see their idea and vision come to life.

Simple & easy to navigate

From the get-go, I knew this website had to be clean and easy to navigate. The main goal for the user is to search their location and then find restaurants available to them. With this in mind the first step was a location search, and this was placed front and centre.

Explanation and restaurant proof

Although this wasn't a completely foreign concept, we knew we had to explain how the service worked. A simple icon based layout was a quick way of showing customers what they needed to do. Showcasing great restaurants brands was also very important when starting a delivery service. This information was secondary to the main journey of actually ordering food.

Signup push for restaurants & drivers

Two key components on this product were drivers and restaurants. Letting both parties know that they are able to sign up to work with delivereasy needed to be front and centre. Continuing to add more value and variety for the customers, by growing the list of restaurants available on the service. Making sure the food is being delivered on time was of equal importance, as this is an expectation from all customers.

Developing the checkout process

A key part of this design was creating a checkout process that was easy to understand and even easier to place an order. The goal here was to compress the normal dining experience into a couple of straightforward steps.

1. Find a restaurant you wish to dine at.
2. Select food from their menu.
3. Place order.
4. Eat the food.

Making sure I kept the design flowing through this expected norm makes for an easy to understand process which customers would be able to pick up and not have to think about.

Delivering on user feedback. Making improvements to the product and releasing Delivereasy 2.0

Stepping up the game
delivereasy now have 400+ drivers across Auckland, Wellington, Hamilton, Tauranga, Christchurch and Dunedin. As the business continues to grow around New Zealand, it became clear that it was time for a small redesign.
Things we've learnt from the MVP
We understood that users wanted a hassle-free, easy to use service. One of the areas which made the most sense to tackle first was the on-boarding experience.

It was clear that although the MVP did a good job, there were some small tweaks which could help with usability. Improving the cart and checkout experience helped customers understand what they were ordering. This improved the order completion rates.

Improvements too imagery to make sure the site reacts and loads as fast as possible. As well as some refactoring of dated code improved load speeds.A new colour scheme brightened the website feel. I also focused on removing unnecessary clutter from each page.

Updates to the on boarding, ordering process, and checkout, allowed delivereasy to better sell.

Understanding what the customers care about

Collecting user research
User feedback and data collection during the first iteration of delivereasy, was super valuable. We used this to highlight areas which both were and weren't working. Below are the areas we improved in version 2.0. We will continue to build and iterate on into the future.
Delivery time
Customers expect their delivery in a timely fashion. Making sure that they are aware of how far away their meal was from their door was key.
Easy to use
The website needed to be straightforward and easy for people from all walks of life. Users needed to be able to find food near them and order it.
Great restaurant choice
People want good selection. This one was a no-brainer, working with more great restaurants makes it possible to offer a greater selection.
Quality delivered
Improving the quality of how the food gets delivered improved how the food arrives at the door. Delivery methods are a key area of focus as delivereasy continues to grow.
Notifications
Keeping users notified during the delivery process has been a focus in the latest version of delivereasy.
Availability
People want to order at lunchtime as well as dinner. Allowing them to understand what time they can order was key to continued success.

The public reception of delivereasy

The reception
After designing and launching the latest version of delivereasy the team have seen massive growth. They are getting great feedback from their users and are happy with the finished product.

Taking an MVP idea from zero to where it's at now has been a massively rewarding task.

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