My first attempt to analyse the digital food delivery scene was the WokBar App. There I looked at only the one aspect of the business: the order online and pick up by yourself process.
Paid program for restaurants
Based on google ads principles the program will allow restaurants to pay for higher place on the search page. So far so good but in my opinion this is not enough. I want to incentivise each restaurant to offer better service (end-to-end from order to delivery). This will add additional variable to the equation: the restaurant can pay for highest rate (1st place in the search), but if it has not so good top user rating it won’t be on the first place in the search.
- Payment system based on the location/food, category/price rank, number of restaurants paying in this area, rank(depends on user reviews) of each restaurant, number of high rated customers
- Ranking of each restaurant based on number of orders, average order rating, average time of delivery, returning customers, global returning rate of customers
- Restaurants also can rate the customer in internal system (visible only for the restaurants) – each high rated user’s review has higher (4 times) weight than a low rated user
- If the restaurants rating (complex number based on different success factors) is to low it can not enter the payed program – trust can’t be bought with money
Diagram – how should work
By car, by bike or by motorcycle the food should be delivered fast and it should be kept warm. This is very important part of the entire chain – the middleman between the customer and the business. It doesn’t really matter if the food is well prepared and delicious if it takes 90 minutes to get to you and on top of that it is cold. Here we can add a gamification element for each deliverer. This will be internal ranking system. Each employee will get bigger bonus/salary if her rank is higher. This will help increasing the productivity and (if we have also user ranking) can make a connection between the app and the customer – top user gets top restaurant and top deliverer.
The approach I took starting first with the business may annoy some of the UX evangelists but I made it for a reason. In order to serve better to the user we need strong business. A restaurant that values quality over quantity, customers satisfaction over profit and homegrown food over mass production is very important to be well represented in the app. If we build strong connection between the customer and the business through the application all involved parts will be happy with the results: the user gets delicious food fast, the restaurant gets loyal client and the app gets more downloads and good reviews and recommendations.
Going back to the user I will recall the main takeaway from the last study (WokBar app). It’s a data-driven approach based on the workload of each location (restaurant, store etc.).
I’ll modify it a bit for our purposes. Instead of showing the workload live I will provide each user with information when she will get the meal if they order now. It can also show similar to google’s chart what is the best timing for making an order.