Waiting is the screen that shows customers the order tracking on iFood.
Problem
When we started to work on this project, this feature was not successful because it didn’t deliver the necessary value to customers.
Frequently, customers were complaining about the lack of visibility with the status from the order. The questions were like: is the restaurant preparing my order? is my order coming? what time will I see the map?
We could also understand with previous research that this lack of visibility triggered anxiety in our customers about their orders.
My role
I worked with another designer, Leandro Rodrigues, since the beginning until the following metrics after the launch. In addition, there was the team that worked on the customer’s side, and people from the other two tribes (Restaurants and Logistics) also participated in the project.
Process
Talking to stakeholders
As I said before, we bring people from all the other tribes together to work: Restaurants, Consumer and Logistics. We talked with each tribe separately to understand the customer’s journey of each one and then we had meetings to define some points.
After the meetings, we defined some goals:
- Show each information clearly in all steps of the delivery
- Explain when the order couldn't be tracked
- Show the map and make the experience better when the order could be tracked.
Benchmark
I studied some existing cases from the other competitors that had already had this experience and understood how they worked.
Ideation
Our time was short so we needed to study our last materials about it and then we started to ideate.
The first step was make a lot of sketches on whiteboard and paper. Then, when we decided the structure, we started to build our first low fidelity prototypes. We created different options, discussed a lot about it and then after we came to an agreement, we built our high fidelity prototypes.
Prototype and usability test
With our prototypes ready-to-go, we recruited some users to test the new version. Our time was too short and we didn't interview enough people as we expected but the insights we got were great to improve our project.
Launch
As other projects, we launched the new version little by little to our customers while we were following the metrics while our customers were updating for new version.
Research with customers were carried out after the launch and it showed that they were satisfied and spending more time tracking the delivery in fact. The information customers gave that was missing in the old version, now was clear.
Our hypothesis was: "if people had more details about each step of the process of delivery, they would engage with the order, be less anxious and more confident". And our hypothesis was right and we proved it!
Today, the new version can handle all communications and we are always working to improve it and make our customers happier and happier.
