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.
![](https://assets-global.website-files.com/5e9a30854c5ff9e354b9aba0/5f24a6d22480e191a2e460cf_FK%20Referral%20Program.png)
Purchase flow
I looked at the current purchase flow and identified areas we could design referral program screens.
![](https://assets-global.website-files.com/5e9a30854c5ff9e354b9aba0/5f24a6d2e11bfe5d48428c84_FK%20purchaseflow.png)
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.
![](https://assets-global.website-files.com/5e9a30854c5ff9e354b9aba0/5f24a6c3be698e55c5be629a_FullKitchen%20extra%20inventory%402x%20(1).png)
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.
![](https://assets-global.website-files.com/5e9a30854c5ff9e354b9aba0/5f2650ea4f49e39547bee7f9_proposaldrawing_2400x1350.png)
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
![](https://assets-global.website-files.com/5e9a30854c5ff9e354b9aba0/5f26496ba334847b6cb2d082_IA_2400x3092.png)
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.