The legacy GrubHub ordering apps were no longer able to handle new features without having stability issues. Additionally, the user-experience was poor and the branding within the apps was becoming antiquated. The project began as a rogue mission to present the company with a reason to do a redesign. We did a lot of brainstorming and created a number of prototypes that convinced stakeholders to move forward with the project.
1) Increase new diner conversion, while maintaining current diner conversion
2) Create a platform-agnostic design framework
3) Create a flexible code base that supports new features
We mapped our existing personas to their motivations.
We then applied Nir Eyal's Hook Model to the experience of ordering food online in order to highlight the triggers and rewards in the ordering experience.
Finally, before going into more detailed interactions and visual design, we created a low fidelity user flow.
Use case: Searching for a restaurant and ordering a meal for delivery.
The lowest hanging fruit was in our mobile web app. The updated flows and branding lead to a 300% increase in conversion.
In our native apps, the new apps enabled us to build and roll out delivery tracking features that were core to our company strategy.
Shortly after launching our updated native and mobile web apps, Grubhub and Seamless merged. We then needed to marry our respective native app roadmaps in order to develop a single app that could be white labeled for each brand.
In order to align on goals and functionality, I facilitated a workshop. The workshop began with a round table discussion about app=specific goals. PMs, designers and engineering leads were involved. After aligning on the goals, we did a customer journey mapping exercise to identify the common flows we wanted to adopt to support our goals. We then brainstormed functionality and discussed the features we felt were highest priority based on frequency of use, known customer needs, and opportunity for differentiation from other ordering platforms.
