deliveroo [2020]
A key requirement for Deliveroo in this project was to validate the concept of a digital sourcing platform for restaurants, as opposed to the traditional method of placing orders via telephone or pen and paper.
To explore this concept thoroughly, we conducted in-depth, hands-on research with actual restaurants and suppliers.
Our in-house user research team led comprehensive field studies and conducted interviews with both restaurants and suppliers throughout the duration of the project. This extensive research allowed us to gather valuable insights, ensuring the platform would address real-world needs and provide a seamless digital alternative to the traditional ordering process.
Throughout the process we found the need to pivot and react to research findings.
When we launched the first version and the app was in the hands of real users, we learned more about their behaviors and expectations.
The main challenges we encountered were as follows:
Users mistakenly downloaded Sourced, assuming it was the consumer facing app.
Restaurants found adding their own suppliers and items tiresome and laborious.
Introducing the concept of adding new suppliers for restaurants as they only wanted to deal with existing relationships.
To remove the burden we decided a potential solution was to develop a concierge web service (seen above) 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.
Sourced needed a distinct identity that still felt part of the Deliveroo brand. Inspired by the Deliveroo wordmark, the logo uses two linked “O”s to represent the connection between restaurants and suppliers. I also created motion graphics and a launch video shown at Deliveroo’s annual restaurant awards.
