UI/UX
FOOD PANDA
Project at a glance
Food Panda, is a food and grocery delivery company which provides delivery services to all corners of the country. It serves approximately 3 million customers and relies on approximately 40,000 retailers and partners (restaurants, food courts and eateries) to service the customers’ demands for delivery.
PROBLEM
Food Panda has realized that their revenue has suffered a major decline despite market sentiments and expectations in the wake of heightened measures taken to curb the spread of the COVID-19 virus. The food delivery giant had expected to increase its revenue by 20% at the government's most recent decision to prevent the citizens from dining out and visiting shopping malls. However, the actual sales figures revealed negative growth quarter-on-quarter.
Food Panda relies on its retailers and partners to provide fast and efficient food preparation service. In the past month, Food Panda has seen some of its retailers exiting from the program, citing concerns over high commission rates and low volume of orders.
Furthermore, there was an increase of 22% in customer complaints about orders that were not fulfilled or canceled by retailers. Customer complaints about slow delivery (waiting time longer than promised) have risen by 14% and the issue of no-show by the delivery riders increased by 10%.
As part of our User Research, we went out to ask interviewees, mainly the Customers, Food Merchants and Delivery riders to find out what were the real problems.
With the data collected from our User Interviews, we conducted an Affinity Mapping of the results and sorted them into the different categories as shown on the left.
EMPATHY MAP
Data was re-sorted to create empathy maps to represent humanised snapshot of the various user personas.
USER PERSONAS
Using all the raw data that the team has gathered from our user interviews, and after sorting them out with an affinity map, we decided that we should have at least 2 personas for each of the Customer, Merchants and Riders, so as to cover a wider spectrum of our various stakeholders.
Creating user personas help to humanise our target audience and to assist us in a more focused and user-centric solution later on.
User issues were synthesised from the data to form various hypothesis.
From these, How Might We statements were formed to frame the most prominent problem statements faced by the user.
We tested our hypotheses
The team brainstormed a collection of possible solution ideas based on the How might we problem statements. These ideas were then iterated on to form more viable design recommendations.
Coming up with multiple solutions that center around the various users of Food Panda.
Non-digital Solutions
Fresh Approach on CSO Training
Focused training approach on personable customer support officers with heightened focus on empathy and listening skills
Discard scripted responses that often feel unnatural and out of touch
Distinct differentiation between automated and live support playing out each option’s value without conflating them
Merchant Success Managers
(MSM) - A dedicated team of specialist who’s sole purpose is to provide strategic, tactical, and operational support to merchants and see their business succeed on the food panda platform
This will help justify any commission rate and eventually neutralise or reverse any negative perception on the fees
Panda-GO
A shared mobile food truck solution that brings popular food items around different neighbourhoods expanding sales opportunities for merchants looking to gain popularity nationwide
Pre-planed locations are announced early on the Foodpanda app and website giving customers time to plan their orders either by self pick-up or rider delivery
A 1KM maximum trip distance makes it possible for riders to have many additional short profitable trips opportunities
Available for short or long term lease options
Digital Solutions
Panda - Go inclusion on current UI
Customers are able to view which Panda-Go truck is scheduled or currently in their area, creating awareness for food merchants who are invested on the Panda-Go business stream
Delivery order item photo checklist
Wrong orders or missing items can be minimised with a itemised checklist. Items are marked as ‘checked’ when the merchant and rider takes a picture of each item as a form of visual record
Healthy food recommendation to Customers
Merchants who have food items that are certified by the Singapore Health Promotion Board are able to display the “Healthier Choice” logo on their store page, allowing for easy recognition from customers who are looking for these options.
Healthier options are tagged with a prominent green label/tile for quicker recognition
Caloric information were also added on the food items to help customers are watching their daily intake
Tiered Delivery Services
Give customers the option to choose the delivery time with varying cost. This will help prioritise delivery. Riders committing to the Express delivery are required to accept specific T&Cs that come with the higher premium. Penalties from higher tiers are proportional.
“Hunger Games”
How might we make waiting for your food delivery a positive and appealing experience? Once the order is sent, customers are given a chance to play a game on the Food Panda app. Customers can collect points to redeem prizes and meal vouchers
FURTHER ACTIONS
Conduct new user interviews of Customers, Riders and Merchants to gather more feedback
Redefine new problem statements based on new insights
Generate new ideas for new problem statements
Implement new refinements
CONCLUSION
It was an enriching experience for the team to go through a complete UX project. we utilised the different UX tools learned for the different stages of the design process of EDIPT - (Explore, Define, Ideate, Prototype & Test) to lead us to our user insights and to our final outcome & solutions. Presenting our outcomes in an chronological order also gave us a clearer look at the preparation of UX case studies for our portfolios.
