Ordering delivery is better with friends and colleagues.
Group Ordering on delivery.com makes it easy to order food as a group without the hassle of chasing after everyone’s customized orders. My role was to take this feature that was already on web and bring it to our iOS and Android apps. We started on participant flows first.
Goals
When responsive was released on web, we heard from our loyal users when group ordering was going to be available on our native apps. In addition to answering their requests, a secondary goal was to also indirectly increase user acquisition. Allow a guest mode to submit their part of the group, and eventually sign up to claim their points.
Research
Food delivery is a saturated industry, so we dived into competitor research first. At the time, we noticed few competitors were offering group ordering as an options. The few that did, did not feel complete and gave us an opportunity to stand out. We identified and summarized findings to communicate design decisions with stakeholders.
Before starting on designs, extensive time was spent on taking in feedback from our web's group ordering experience. We noticed our corporate users with company credits heavily relied on this for lunchtime and it was a great resource. For example, we found out that participants wanted to view the restaurant menu before deciding to join a group order.
Approach
We support multi-bags so there was a chance a user had a single order and a group order going on. Therefore, one of the challenges was informing the user when they were in a group order. We also wanted to keep the experience familiar to returning users. To do this, I mapped out user journeys on responsive and reimagined it for the native experience. Native's UI still closely resembled the blue banner we use on web when in a group order. I had to also break down certain responsive experiences into separate screens so as not to overload a native user (i.e. viewing the menu and joining an invite).
Animations and transitions included.
One of the many options and iterations of end-to-end flows.
User Testing
When designs were developed into working prototypes I arranged in-house user sessions to test adoption and the success of submitting a group order. Participants were organized in an isolated room with someone to take notes and record their screen. Feedback was collected and incorporated into improvements. The results were participants were left in limbo after submitting their order so an extra screen with the right copywriting improved the post-submit experience:
User testing: The solution of providing participants next steps and expectations after they've submitted their portion of the group order.