Iterative problem solving
Throughout the process we found the need to pivot our approach and execution.
When we launched the first version and the app was in the hand’s of real users, we learned more about our their behaviours and expectations.
The main challenges we encountered were as follows:
1. Users mistakenly downloading this app instead of the main Deliveroo app to order a meal
2. Restaurants adding their own suppliers and items proved tiresome and laborious.
3. Introducing the concept of adding new suppliers for restaurants as they only wanted to deal with existing relationships.
To remove that burden we decided a potential solution was to develop a concierge web service (seen below) whereby users could request an account and a member of the deliveroo team would onboard them. This meant restaurants would have their app tailored to them with their suppliers and products already loaded to their account, whilst weeding out customers looking for a takeaway and point them in the right direction towards the consumer app.