Leading Food Delivery Services

Problem we are trying to solve

UberEats is a go-to platform for ordering meal delivery. Last quarter, the team launched a new feature – the ability for users to create Group Orders.

Adoption has been slower than anticipated, and the team has noticed that 30% of group orders never complete the checkout process. I was involved in this project to help identify and remove barriers to adoption and spend.

The primary business goal is to drive repeat orders – in theory, groups who order and have a good experience will order again and again
The secondary business goal is to increase the average total dollar amount per order
The tertiary business goal is to increase the number of users on the Uber platform

My role

I worked in the project as a sole designer responsible for reimagining the Group Ordering experience within UberEats mobile app. My responsibilities included user research, aligning stakeholders on product goals, information architecture, designing user flows, visual design, interaction design, prototyping, user testing, quality assurance, and creating design guidelines.

Methods & tools

Competitive analysis, User flow, screen flow, Low fidelity prototype, Detailed design, User testing, Adobe XD

Where I started

I spent first two days to understand the problem I am trying to solve, and to narrow it down to an angle that's small enough to tackle with in 4 weeks. Then I started with the high-level market scan with similar products which is having group ordering system to understand the task flows/journeys etc. I analyzed four food delivery platforms including Grubhub, Doordash, Instacart & Postmates and summarized my findings.

I further deep dived in the checkout behavior analysis report to understand how users moved through the checkout process. I also did a heuristics analysis of the existing checkout flow to better understand the reason for possible dropout.

As per market research the below checkout abandonment statistics I found.

The average cart abandonment rate across all industries is 69.57%
Checkout optimization can increase conversations by 35.62%
Being forced to create an account is the number two reason people abandon
57 percent of shoppers will abandon if they have to wait three seconds for a page to load
A fully optimized checkout flow can have as few as 12 form elements and 7 form fields
55% percent of shoppers will abondon if they have to re-enter their credit card or shipping information
46% of shoppers abandon because a discount code doesn't work
39% percent of mobile users abandoned because of difficulty entering their personal information

Mapping ideas with business goal

After having multiple round of ideation sessions with stakeholders we finalized our list of features to achieve the business goal.

Current group ordering system

While analyzing current flow for the group owner and guest, I found numbers of issues which can be possible reasons for drop off. After sending invitation to the guest there is no way to send them reminder to add food within the time limit. Group order function is hidden and only available from restaurant details page, which is possibly reason for low adoption.

OLD : START TO FINISH

Previously, group owners has to login to the app and select a restaurant. 'Group order' option was available only from restaurant details page. So user has to select restaurant first and then create a group order which was a subdued feature. Once the group created there is no communication between group members and no confirmation whether everyone is done adding their order or not. Also, when a deadline time added, group users don't get any reminder notification before it expires.

NEW : GROUP ORDER FIRST

With the 'Group order first' concept I stated white boarding along with product team to find out best possible solutions which will identify the business goal as well as easier for users to find out Group order option. Added 'Group Order' CTA in the dashboard page for easy adoption while keeping the option as is from restaurant details page.

RESTAURANT DETAILS PAGE

In the old restaurant detail page 'Start/View group order' was buried under other information. There was no visual queue for users to add or remove food in the cart.

ADDING FOOD FROM 2ND RESTAURANT

Varieties of food from multiple restaurants in parties are always good. I started discussing this idea with the product team and analyzed the feasibility of it. Finally after a lot of discussion we decided to go for adding food from one additional nearest restaurant from the primary restaurant. This would increase chances of higher adoption.

OLD GROUP ORDER PAGE

NEW GROUP ORDER & CHECKOUT PAGE ANATOMY

I designed frictionless, easy, fast, one step checkout process while treating customers like a baby. Moved promotional offers at the top for better visibility, Freedom to increase and decrease quantity, status update from the group members, send reminder.