User Objective

Where a customer can place an order and request that the order be delivered to the customer somewhere in the vicinity of the store.

Business Objective

For businesses, curbside pickup is another method of fulfillment to get products to your customers.

Yes, we all want to go back to our favorite restaurants and dine-in, but as social distancing continues, and delivery remains focused on convenience, curbside has the potential to drive new revenue for restaurants and non-commercial operators while increasing the level of customer satisfaction and loyalty.

Target User (Proto Persona)

Based on my online research I created a persona of Akriti, a 30-year-old software developer. She wants to order food online while saving delivery charges and time.

User Scenario

For a better understanding of our target audience, I designed 2 different user scenarios of our users. For this, I took help from my friends and colleagues.

Insights

After making the payment I landed on the “Order Confirmation” screen. Then I tracked the order. The order was under the “being baked” stage. I took out my bike to reach the restaurant which took around 15 min. Then when I reached there, my order was still in the “being baked” stage. And I did not know how much time will it take. A huge crowd was there, no place to stand and wait on the road, So I parked my bike there and I was unaware that it was a paid parking. After 5 min my order was ready to pick up but those 5 min were very difficult for me.

  1. No Parking space or Paid Parking: Generally big brands restaurants are in big markets and these markets either have paid parking or no parking space. So if we can inform our user about the parking price or if we can arrange a space for our customers only where they can park and wait for their orders that can be helpful.
  2. No estimated time mentioned: After placing the order, 4 steps were mentioned order confirmed, then followed by “being baked” and “order ready”. My order was immediately sent to step “Being baked”. And it took around 20–25 to be ready. And I waited for that much time in the parking area. So If we can notify our user about the time it will take to make the order ready then it will be helpful.
  3. Low-Security Level: What if the delivery guy delivers it to another person by mistake. I just wave my hands to the delivery guy and he just hand over the pizzas to me. So, I think OTP and Chirp sounds are better for this kind of delivery to remove any chances of error.

Link of Youtube video of Shuttl app, how users are confirming their booking by chirp sound.

https://www.youtube.com/watch?v=mNhKk7F3hMU

Flow Breakup (Buyer)

As it always goes, to design a solution, you need to understand the problem first. Although the task was to create a food ordering app, it was very essential to research the pre and post ordering phase.

We are not selling a product, we are selling experience. Hence I feel it’s really important to understand the emotional side to users — their motivation, fears, feelings, etc.

But first, let’s break the journey into smaller parts and analyze each one of them.

Let’s have a quick look at each of the stages.

Stage 1: Explore stage, the user is excited to go further and check as much as possible about the experience. At this stage, we should be as informative as we can so he quickly proceeds to the next stage.

Stage 2: Checkout stage, to maintain the trust is important so that the user has no hesitation to proceed. Also to guide the user to select from Takeaway from the store and Curbside delivery is also critical. The right information can bring maximum results.

I found no issue in this stage on the app.

Stage 3: Some business does not focus on after-sale phase which leads to poor user retention. So for me, this phase was as much important as earlier phases. Please check out designs for my suggestions at this stage.

Stage 4: This is the stage where the user has all the power to judge you. Sometimes users are very harsh to criticize you.

Why we need a Mobile App?

There’s another practical reason why mobile is so important for us. Travelers are often nowhere near a desktop computer when they are researching food options. They could be stood at a train station after finding out that the travel options they hoped to find there aren’t available. Or they might be sat in a bar planning a social trip with friends.

From researching potential restaurants, comparing prices and managing orders to reading or writing reviews; everything can be managed via the mobile app.

Wireframes

After understanding the current flow from food App I started working on Wireframes to finalize the requirements and elements. While working on these I was able to visualize the complete flow.

Visuals

Explaining the Designs

Being baked
Order is Ready
Pick up/Delivery

Benefits of Curbside Pickup

1. Convenience

Curbside pickup offers convenience for situations and orders that ship to home and pick up in-store don’t provide. Curbside pickup can be a preferred option when traveling with young children, purchasing heavier/bulkier items, urban pickups where parking is scarce, or going to the store in rain or extreme heat. This way, customers have the opportunity to pull close to a store, signal retailers to meet them outside, collect items, and drive away.

2. Comfort

Curbside pickup allows customers to simply relax in their car and listen to the radio, talk on the phone, stay in the AC, or all of the above and just wait for the product to come to them.

3. Cost

Curbside pickup is cheaper than in-home delivery (most of the time), and costs the same as an in-store pickup (potentially less if considering high-cost parking in urban areas.)

4. Speed

Curbside pickup saves the wait time of online order delivery, and reduces the time for shopping and browsing. Also, without the time for parking, and going into the store, curbside pickup is slightly faster than even buy online, pickup in-store.

5. Safety

In terms of safety, curbside pickup reduces the points of contact from in-store shopping and pickup. While delivery may be low contact as well, there are safety concerns of packages getting damaged, lost, or stolen.

Business Challenges

As customer expectations change, new questions arise:

  • How does your business need to adapt to offer curbside pickup?
  • How can you plan for how curbside pickup would change your business?

As curbside pickup scales, businesses will need to streamline how they offer this option. Much like with delivery to home and in-store pickup, technologies have started emerging that make this process quite easy.

The largest challenges businesses will face are:

  1. Identifying which orders are for curbside and
  2. The infrastructure for communication.

Businesses who have already have buy online pickup in-store or phone and pickup in-store will find solving #1 quite easy. They will simply need to add an extra option in the fulfillment model (manually or through development) to let the fulfillment center (usually a store or a restaurant) know that this customer expects the order to be brought curbside instead of the usual model of them walking into the store.

For #2, businesses need a way for customers to let the business know once they’ve arrived, to identify which order is the customer’s, taking the order out to them, and marking the order as delivered.

Edge Cases

  1. Contact Number: To whom the customer will contact for delivery delay and instructions.
  2. How accurate is your Estimated time: Let’s say, a particular online food delivery service is getting quite popular. There is a spike in demand and orders just keep pouring in. But, does the restaurant have its operations and logistics in place to handle the volume without interrupting the service to walk-in customers? Most times, restaurants fail to develop a second or alternate line of operations to handle online deliveries. And customers keep waiting for their orders.
  3. What if my internet is not working: How I will notify the restaurant that I am outside waiting for my order.
  4. What if the user tap on “I am here” when he is not. And how will he notify again to the restaurant when he reaches.

Conclusion Note:

It was a really interesting task and I thoroughly enjoyed working and researching for it. It was my love for food, people, and UX that motivated me to critically analyze the experience.

Follow me on Dribbble & connect with me on LinkedIn.

Cheers!!

User Experience Designer

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