FullKitchen
FullKitchen is a food delivery startup in LA that aims to fix the problems of the food delivery system that lead to high costs for restaurants, drivers, and consumers. I was the lead designer for three months and worked on a variety of projects. This case study is about two of them: the in-app referral program and a user problem that prevented food orders.
Project 1: In-app referral program
FullKitchen needs an in-app referral program to help grow its user base. In addition, they want designs for first-order credits.
Observations of other delivery companies’ referral programs
Planning
I organized all the in-app referral program content that I would have to design on mind map.
Purchase flow
I looked at the current purchase flow and identified areas we could design referral program screens.
Final design
After discussing options with stakeholder and preference testing, we went with this
Project 2: Solving a user problem that prevents food orders
FullKitchen offers scheduled pre-orders instead of on-demand delivery. This pre-order-concept isn’t common, so there are many users with the on-demand mental model that open the app after the cutoff time (like Uber Eats, DoorDash, etc.) only to find that they can’t order food.
User flow analysis
I analyzed the user flow for the restaurant, driver, and the three types of consumers.
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Insights
- Before cut off for pre-ordering food: user sees the full menu and must wait for on-demand delivery.
- After cut off but before the driver is in the area: user sees limited menu and must wait for on-demand delivery.
- After cut off and while the driver is in the area: user sees limited menu and can get food on-demand.
Proposal
The delivery driver can order extra orders of popular items from the restaurant. We can then sell these extra items to users who forgot to pre-order and we can use data to drive sales of limited items using scarcity. This would be a short-term solution that satisfies the user needs while minimizing the business risk created from ordering extra food.
Scarcity
This is an overview of scarcity in design and the types of scarcity tactics I used. We used scarcity to make sure we sold the extra items we bought. If we did not sell these items, it would be a loss for the company.
Information Architecture
This was a good time to revist the IA. I gave multiple options to discuss with stakeholders
Final Design
Takeaways
The app is connected to MixPanel and in time the team will analyze the results. I will not be there but I predict that the high use of scarcity tactics will increase cognitive load and drive down retention rate.
