Delivereasy

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

Role
UX/UI, Strategy, Art Direction
Year
2018
Website
www.delivereasy.co.nz
delivereasy landing pages

Project overview

Delivereasy is a food delivery service that connects New Zealanders to their favourite local restaurants. Committed to providing an exceptional ordering experience, delightful delivery interactions, and top-notch food quality.

Ensuring customer satisfaction was the linchpin of Delivereasy's journey from small player to a competitive food delivery partner.

Understanding the problem

As a new food delivery service, Delivereasy needed a digital platform that would enable customers to quickly and easily order food from local restaurants. The challenge was to design a product that balanced simplicity with a smooth user experience for first-time users while laying the foundation for a scalable platform.
delivereasy landing page version one

“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
Blair Kippenberger
Delivereasy, Co-founder

Assessing the competition

Delivereasy faced an up hill battle of breaking into a competitive market. That has since only gotten more competitive with the launch of UberEats and Doorsdash.

Identifying the competition and discerning their differentiators were pivotal in shaping the project's early stages. At the time, among the five major competitors in New Zealand, thorough research was conducted to unveil their strengths and areas for improvement.

I conducted competitor analysis on the five main competitors. The below chart is a breakdown summarising my findings.
delivereasy competitor analysis

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.
delivereasy userflow
Initial delivereasy sketch

Early research learnings

After conducting competitive analysis and user research, I had a clear understanding of the scope of the problem. From there, I sketched design options and wire-framed potential solutions, incorporating insights from both founders and potential customers.

Fast feedback was key in refining the approach. We discovered that fast, intuitive interactions were crucial for user satisfaction, which helped shape the design decisions. With the vision aligned, we began to bring the product to life, ensuring that user needs were central to every stage.

Key insights

delivereasy wireframes

Designing an intuitive & fast ordering flow to minimize friction.

A pivotal aspect of the design revolved around creating a streamlined checkout process. The objective was to distill the dining experience into a few straightforward steps: finding a restaurant, selecting food, placing an order, and enjoying the meal. This approach ensured an intuitive design that required minimal customer deliberation.

Other important design decisions

full delivereasy landing page version 1

Delivering on user feedback

Stepping up the game
Delivereasy's evolution didn’t stop at launch. As the platform expanded across New Zealand, user feedback became essential in driving improvements. Customers highlighted a need for a hassle-free, fast experience, prompting refinements in onboarding, cart management, and delivery tracking. Focus shifted to optimizing load speeds and decluttering the interface.

A refreshed color scheme and visual updates helped create a brighter, more user-friendly experience, leading to a smoother ordering process and increased order completion rates.
Things we've learnt from the MVP
It was clear that although the MVP did a good job,  improving the cart and checkout experience would help customers understand what they were ordering and how long it was going to take to arrive. Changes to how this information was displayed improved the order completion rates by 40%.

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. We also focused on removing unnecessary clutter from each page. These improvements helped reduce the bounce rate by 32.4%

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
delivereasy version 2
delivereasy version 2 mobile

Understanding what customers care about

User research and feedback collection during the initial phase informed the improvements made in Delivereasy 2.0. Key areas of focus included prompt delivery, user-friendliness, food quality, enhanced notifications, and extended ordering hours.
Key learnings
User-Centric design is crucial: Delivereasy's early success was rooted in its commitment to providing an exceptional user experience. Understanding user needs, preferences, and pain points was pivotal in shaping this product.

Comprehensive market research: Thoroughly researching and analyzing competitors helped me identify gaps and opportunities in the market. This knowledge informed their strategy and product design.

‍Iterative design: Delivereasy didn't stop at its initial product launch. They continued to iterate and improve their platform based on user feedback and changing market dynamics. This flexibility and responsiveness were critical to their success.

‍Simplicity and clarity: Delivereasy focused on making their platform easy to use and understand. Streamlining the ordering process and eliminating unnecessary clutter from their pages contributed to a net positive user experience.

‍Continuous improvement: Delivereasy's commitment to ongoing improvement, from onboarding to checkout processes, ensured that they consistently met user expectations and enhanced the customer journey.

‍Speed and efficiency: Prioritizing fast website loading times and timely food deliveries demonstrated an understanding of user priorities and contributed to customer satisfaction.

‍Flexibility and scalability: As Delivereasy has grown around New Zealand and onboarded more drivers and restaurants, their ability to scale and adapt to changing demands was essential for their continued growth.

‍Feedback-driven development: Actively collecting and analyzing user feedback allowed Delivereasy to pinpoint areas for improvement and make data-driven decisions.

‍Public reception matters: Both positive user feedback and growth metrics can be powerful indicators of a successful product. Delivereasy's focus on customer satisfaction translated into a growing and loyal user base.

Projects impacts

From very humble beginnings delivereasy has gone from strength to strength.
Delivereasy services 30 locations throughout the country, with around 100 employees, 1,500 restaurant partners, and over 2,000 drivers. Far from its humble beginnings, Delivereasy recently surpassed the milestone of five million orders, and was in the top 10 of the Deloitte Fast 50 index for the third year running.

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