Gorjeta is a feature of iFood's app that allows clients to rate deliveries and give tips to the delivery people.
Problem
When this feature was created, the delivery people were migrating to other companies. The main differential between the other companies and iFood, at that time, was that they offered this feature whereas iFood didn’t.
The tips feature has the goal to encourage delivery people to use iFood's app instead of others.
My role
I could act since the feature's conception, going through its implementation and the monitoring of their metrics after the launch.
Process
Talking to drivers
We had a lot of conversations with delivery people to understand the reason behind their migrating to other companies and the results from this conversations were:
- People were unmotivated because iFood didn't have this feature
- Other companies had this feature
- People needed to raise their income
- People already received tips outside the app when customers paid in cash
Benchmark
As we knew which other companies offered this feature, we started to analyze it on these apps: Uber, Rappi, 99, etc.
Study of how this feature fit on the app
After understanding that it was the feature that delivery people wanted and how other companies deployed it, we started to discuss how the tip flow would be and in what moment it could be introduced to customers. To help us to define, we started to develop our first sketches and think about the flow.
Prototype
In this step, after we decided how the flow would be, we developed a prototype to test it with our users.
Usability tests
Finally, our prototype was ready and we started to work with Research team to recruit people and schedule the interviews.
Our findings were:
- People didn't always give tips for the delivery people. They gave tips in special situations like: when it was raining, when there was an accident during the delivery or when the delivery person was pulled over by the police
- People who usually gave tips, usually chose paying in cash. Users normally told them to keep the change (as a tip)
- Test participants could navigate easily and complete it successfully
The launch and metrics
We launched the feature and I was the first person to give a tip. The feature was a success (and still is) and our target was achieved in 2 weeks.
Outcome
With this feature, we learned a lot with our customers and delivery people. Besides, we could encourage our customer and change their attitude with tips. In short:
- On the customer's side: they started to rate the delivery people and give tips, when the experience was good
- On the delivery people’s side: we improved their retention and also made them feel more motivated to provide better services