Delivereasy

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

Role
UX/UI, Strategy, Art Direction
Year
2017
delivereasy landing pages

Project overview

Delivereasy is a food delivery service that connects New Zealands to their favourite local restaurants. Delivereasy prides itself on its commitment 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 challenge

At the project's inception, Delivereasy faced an up hill battle of breaking into a fiercely competitive market. That has since got more competive 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.
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

To better understand the market delivereasy was entering we knew that we had to get a good understanding of the competition.

Research was conducted on the five main competitors. The below chart is a breakdown summarizing 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 userflowInitial delivereasy sketch

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. Getting fast feedback from the founders, and potential customers. We started to bring the vision to life.

Simple & easy to navigate

Once I understood the scope of the problem, I was ready to take the research, sketch design options and then wireframe my findings. Getting fast feedback from the founders, and potential customers. We started to bring the vision to life.

Increased signup's for restaurants & drivers

Restaurant social proof

delivereasy wireframes

Developing the checkout process

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.
full delivereasy landing page version 1

Delivering on user feedback

Stepping up the game
Delivereasy's evolution did not stop with its initial launch. As the business expanded its reach across New Zealand with 400+ drivers, it became evident that a redesign was required.

User feedback highlighted a preference for a hassle-free experience, leading to refinements in onboarding, cart management, and delivery status. Speed, both in terms of website loading and food delivery, received substantial attention.

A refreshed color scheme and decluttered pages contributed to a brighter and more user-friendly platform.
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.
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.

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