top of page

From emerging platforms and analogues, we've gleaned the following four useful insights:

Synthesis

The design will revolve around the following four highlight points:

The most important and foremost is helping to establish strong cooperative relationships between the platform, restaurants, and users. Building a thriving community environment.

Group 105.png

Providing users with a unique ordering experience. Transforming the online food delivery platform from merely delivering food to offering users novel experiences, such as discovering culinary delights within the city.

Group 106.png

Increasing inclusive features that cater to user needs, such as multilingual settings.

Group 107.png

Ensuring an end-to-end user experience. After placing an order, introduce interactions between the platform and users, such as a mechanism where users can exchange reviews for points, thus enhancing user and platform loyalty.

Research Methods

Expands Programs

Annual Delivered

Trend Report

Top Trend

Using the above three methods as the primary sources of information, we can obtain information about Grabhub users’ eating habits and preference trends and conclude three archetypes.

Archetypes

* click to expand

Beyond the two main user groups, foodie trailblazor and foodie tailor, the foodie actuary feels compelled to change their behavior by the advent of the food delivery era.

Both want to broaden the platform's audience and take on the challenge of making the platform embrace this group. 

Journey map for Foodie Actuary

In order to find the best prices, they compare prices across different restaurants on the same food delivery platform or across multiple platforms. 


Similarly, during the checkout process, users spend considerable time and effort searching across platforms for available promotions or coupons.

 

It presents an opportunity to provide users with unified pricing information and access to promotional information, which is key to optimizing this user experience.

After analyzing the opportunity areas and combining them with users' current online habits, there are four modifications suggestions:

Modification Suggestions

Group 109.png

While helping users save time and energy, we are also bringing a brand new and novel way of ordering food online.

From analyzing the GrabHub platform's ecosystem map to implement better and understand the four optimized user experience modification suggestions mentioned above.

Ecosystem Map

* How GrabHub ecosystem supports each other?

Within the entire ecosystem map, we identified and marked the sections relevant to the four optimized user experience modification suggestions.

Group 111.png

* What is the experience concept?

The design principle revolves around incorporating users' needs into one platform.

Refined Suggestions to Visual

  • Introducing new media and incorporating influencers into the food channel

  • Allowing merchants to upload promotional videos

  • Provide food lovers with more information about discounted food items

  • Enabling merchants to better share their delicious food with food lovers

  • Build a better community

Food Channel

(entrance on the homepage)

  • Integration of price and menu information, facilitate cross-restaurant comparisons of identical dishes

  • Assisting users in efficiently selecting desired price and dishes

  • Without the need for navigating between screens

In-app Price comparing

(food detail page)

  • Systematize and categorize the current coupons available on the platform

  • Empower users to efficiently search and utilize coupons directly within the platform

In-app Smart Coupon Finder

(happens in checkout page)

Group 114.png

  • Encourage users to upload video or photo comments

  • A better rating system helps users make choices

  • Help the food channel create a good cycle

  • Build a better community

New Mechanism

(entrance on the order complete page)

* Journey Map after suggestions

(click to expand)

Suggestion Values

  • Extend the user base to enhance the ordering experience for budget-conscious individuals

  • Respond to the emerging trend of food exploration, enriching the platform's unique user experience

  • Elevate the communal experience for user groups, thereby strengthening the bond between the platform and its users

Insights

  • To enrich the user experience on the platform, consider introducing features that cater to a broader audience

  • Innovative ideas can elevate platform memorability and enhance the overall user experience

Next Step

  • Conduct testing of proposed solutions with both primary and secondary users

  • Adapt and incorporate features according to feedback and recommendations

bottom of page