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Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
Eat Club Concierge Service - Case Study
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Eat Club Concierge Service - Case Study

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  • 1. EAT CLUBPERSONALIZED CONCIERGE SERVICESUX DESIGN CASE STUDY 20 DECEMBER 2012 Mariya Yao @thinkmariya
  • 2. HELLO. NICE TO MEET YOU. I’m Mariya. I’m a Product Designer & Strategist based in San Francisco. I specialize in creating simple and lovable products for consumer-facing web and mobile companies. You can say hello at mariya@xanadumobile.com12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 3. “Trust your lunch to us” Eat Club is a food curation & delivery service that connects hungry workers with top meals from local restaurants12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 4. OFFICE PROFESSIONALS Eat Club picks tasty and affordable meals to deliver directly to my desk BUSINESS OWNERS Eat Club makes it easy to feed my company and keep employees happy RESTAURANT MANAGERS Eat Club helps me reach new customers and make more moneyValue Proposition12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 5. RESTAURANTS & CATERERS DELIVERY PORTALS FOOD COURIERS BROWN BAGCompetition12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 6. RESTAURANTS & CATERERS DELIVERY PORTALS Time Consuming Uncertain Quality & Expensive & Too Much Choice EAT CLUB FOOD COURIERS BROWN BAG Curated Convenient Affordable Expensive Time ConsumingDifferentiation12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 7. Customers have 8-10 new meal options per day that cost $10 or less and need to be ordered before 10:30 AM to ensure delivery for lunch timeCurrent Product12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 8. Subsidizedemployees getbored fastThey also miss the ordering windowand don’t pre-order in advanceCurrent Challenges12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 9. Offering too many options leads to analysis paralysis ...and sending too many reminders to order gets you marked as spamCurrent Challenges12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 10. THE DESIGN PROCESS Research Strategy Design Testing Stakeholder Interviews Brand Positioning Use Cases Heuristic Evaluation Market Research Product Roadmap User Flows Usability Testing User Research Customer Segmentation Sitemap Metrics Analysis Task Analysis Mental Models Wireframes A/B Testing Content Inventory Personas & Scenarios Interaction Design Usability Audit Functional Specifications Visual Design Metrics Analysis Technical Specifications Prototype Engineering12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 11. RESEARCH2/3 of Americansare too busy to takea proper lunch breakAlso, 2/3 buy instead of bring lunch, spending about $8 per day12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 12. RESEARCHSample interview questions STAKEHOLDER INTERVIEWS Business Vision Operations & Metrics What is your role? What responsibilities do you hold at What are your key performance indicators? Eat Club? What decisions do you make? How does your business work? Who are the players What is the vision for Eat Club? How will Eat Club involved and what are their roles and responsibilities? succeed in the competitive food service industry? What happens between when a user orders a meal and What inspired Eat Club? How did you decide to build this when she receives it? product and company? How many customers do you serve? What different How did you arrive at the current design? Who was kinds of customer segments do you have? involved and what drove the key decisions? How do different kinds of customers interact with Eat How does Eat Club make money? What contributes to Club? revenues versus costs? Is the company profitable? Who are your best or worst customers? How do you How does the company differentiate from competitors? know? What are their characteristics? Does Eat Club have any proprietary or defensible technology? How are you acquiring customers? What are your best or worst acquisition channels? What are the biggest risks or unknowns for the company? What is your plan to mitigate them? Who are some target customers you’d like to attract? What are your biggest frustrations? How do you sell to individuals? Companies? Restaurants?12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 13. RESEARCHSample interview questions USER INTERVIEWS Lunch Habits Delivery Experience What do you typically do for lunch? How do you decide Have you ever ordered food for delivery? Where did you where / what to eat? order from? Where did you get your food delivered to? What was your experience like? How much do you typically spend on lunch each day (or each week)? What kinds of foods did you have delivered? When do you decide what you’ll have for lunch? How often do you order food for delivery? Why? How much time does it take to get/eat lunch? Is there anything about food delivery that you would like How far do you travel for lunch? How satisfied are you to change? Why? with the food options near your office? Values Around Food Do you have any dietary restrictions? What do you like most about food? What do you like Do you ever skip lunch at work? If so, what are some least? What are your favorite / least favorite foods? reasons that have caused you to skip lunch? How does skipping lunch affect your day? Do you like trying new foods? What factors do you consider when deciding what to try next? How important is nutrition to you when choosing what to eat for lunch? What kinds of things make a nutritious Do you prefer to cook your own meals or eat out? lunch? Describe your perfect lunch at work scenario. Why? Why? Why?12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 14. RESEARCHGood vs. Bad Customers Orders a lot of food at once Orders one meal at a time Is subsidized by their company Pays for their own meals Uses Eat Club every weekday Uses Eat Club a 3-4x a month Has limited lunch break and eats Has lots of time for lunch and at their desk sees lunch as social hour Doesn’t have the time or desire Has the time to shop, cook, and to brown bag lunch VS bring lunch from home Has limited local restaurant or Has company cafeteria onsite or delivery options many accessible alternatives Is cost conscious Is not cost-sensitive about food Is not picky or particular about Is particularly picky or has meal options unpredictable taste Usually eats lunch around noon Eats lunch at unpredictable times12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 15. STRATEGY The Busy Professional PRIMARY PERSONA Cynthia “I always eat at my desk, if at all!” Investment Banker Age 25 Personal Background Location San Francisco, CA Cynthia is an analyst at a boutique investment bank. She loves being part of the tech- savvy culture of San Francisco. Her job is highly demanding so she works 80-100 hours Occupation 2nd Year Analyst a week, often pulling all-nighters in order to finish her workload. During the day, it is tough to predict when her superiors will assign her work so she sometimes skips meals. Gear Lenovo Laptop to make sudden deadlines. When she does eat lunch, she values nutritious and energy- iPhone 4S rich meals but never takes more than 30 min to find and consume her food. Problems Goals Opportunities to improve Doesnt have time to enjoy Eat a nutritious and healthy lunch Curate a large variety of healthy meal options from restaurants close to her lunch 1 every day to keep up energy levels 1 Cynthias office. Provide pictures and ingredients and make these meal for demanding work day options easy to browse, sort, review, and order Isnt satisfied with variety of nearby options Intelligently suggest meal options based on Cynthias preferences to Be able to find and consume lunch 2 2 reduce amount of time thinking through options. Streamline the order at her desk in 30 minutes or less Doesnt have access to food process and ensure proper packaging and quick delivery times options that are > 0.5 mi from the office or not Make it easy for multiple people to browse options and enter their meal Be able to order for a group of 3 available for delivery 3 preferences on one delivery order. Simplify bill splitting. Make sure coworkers without a hassle meals are properly labeled and easy to distribute once delivered. Thinks group orders can be a pain to coordinate Keep lunch and delivery Curate tasty but affordable meals. Allow Cynthia and coworkers to sort 4 expenditures to around $30 / week 4 based on price or reduce fees / gain perks from repeat patronage. Give Thinks delivery fees are or less businesses discount pricing for large employee packages. excessive Stop skipping or forgetting to eat Automatically put Cynthia and her coworkers on a lunch schedule Forgets to eat lunch on 5 lunch on days when work load is 5 based on their meal preferences and deliver food to their office without extremely busy days crazy any manual input. Act like a catering service, just via delivery instead12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 16. STRATEGY The Conscientious Admin SECONDARY PERSONA Anissa “I hate messing up people’s orders” Administrative Assistant Age 32 Personal Background Location Palo Alto, CA Anissa is a mother of two and self-proclaimed health nut who works as an administrative assistant for a new Bay Area startup. Her main role is to support the Occupation Admin Assistant executive managers, but since the company is fairly small, Anissa frequently steps up to help other people in her company. In particular, she frequently orders lunch for the Gear Macbook employees to save them time and prides herself on taking good care of her coworkers. iPhone 4 Her coworkers like her a lot and often defer to her judgement when it comes to food. Problems Goals Opportunities to improve Doesnt always have time to Make lunch ordering easier and more predictable, possibly by some Ensure all employees get their help with lunch orders 1 1 combo of setting a schedule, allowing batch orders, and transferring desired lunch in a timely fashion some of the ordering work or preference capture onto the employees Finds group orders time- consuming as requests come Quickly collect, parse, and input Create a centralized “admin” portal that allows employees to enter their in via multiple channels 2 large group orders, especially with 2 own orders separately from the web or a mobile app and Anissa to special requests and restrictions review, edit, and confirm the final order Hates calculating who owes what and enforcing Quickly segment orders by who Design easy individual billing on group orders. Alternatively, create a repayment 3 ordered what and be able to 3 credit system where employees pre-pay so Anissa has adequate separately charge different people funding and no need for debt collection. Orders extra food in case of mis-orders or in case Have an accurate account of Allow employees to input their own taste profiles and dish preferences employees are not happy with 4 employee preferences as well as 4 so that Anissa can get a quick overview and make better and faster their own orders the portion size and quality of food judgements on their behalf if necessary. Curate quality of food. Many catering services are 5 Charge per head versus by set party sizes and offer discounts or too expensive or require too 5 Feed her team of 6 people in a timely and cost-effective way incentives for larger group sizes or more frequent ordering much lead time for her relatively small organization12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 17. STRATEGY Refocused Landing Page Personalized Recs Business Business Convert higher value customers Collect valuable data about customer taste profiles Concierge Services Users Variety and flexibility & reduced Business decision making Encourage Eat Club as a daily habit Builds “Trust your lunch to us” brand Responsive Mobile Design Users Flexible alternative to catering and Business cafeterias Reach more mobile users with less money & development time Reduce decision making Users Eliminate need to remember to order Flexibility to order on the go dailyProduct Strategy12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 18. DESIGN12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 19. STRATEGY Refocused Landing Page Personalized Recs Business Business Convert higher value customers Collect valuable data about customer taste profiles Concierge Services Users Variety and flexibility & reduced Business decision making Encourage Eat Club as a daily habit Builds “Trust your lunch to us” brand Responsive Mobile Design Users Flexible alternative to catering and Business cafeterias Reach more mobile users with less money & development time Reduce decision making Users Eliminate need to remember to order Flexibility to order on the go dailyProduct Strategy12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
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  • 21. DESIGN12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 22. STRATEGY Refocused Landing Page Personalized Recs Business Business Convert higher value customers Collect valuable data about customer taste profiles Concierge Services Users Variety and flexibility & reduced Business decision making Encourage Eat Club as a daily habit Builds “Trust your lunch to us” brand Responsive Mobile Design Users Flexible alternative to catering and Business cafeterias Reach more mobile users with less money & development time Reduce decision making Users Eliminate need to remember to order Flexibility to order on the go dailyProduct Strategy12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
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  • 24. DESIGN12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 25. STRATEGY Refocused Landing Page Personalized Recs Business Business Convert higher value customers Collect valuable data about customer taste profiles Concierge Services Users Variety and flexibility & reduced Business decision making Encourage Eat Club as a daily habit Builds “Trust your lunch to us” brand Responsive Mobile Design Users Flexible alternative to catering and Business cafeterias Reach more mobile users with less money & development time Reduce decision making Users Eliminate need to remember to order Flexibility to order on the go dailyProduct Strategy12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
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  • 28. DESIGN12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 29. STRATEGY Refocused Landing Page Personalized Recs Business Business Convert higher value customers Collect valuable data about customer taste profiles Concierge Services Users Variety and flexibility & reduced Business decision making Encourage Eat Club as a daily habit Builds “Trust your lunch to us” brand Responsive Mobile Design Users Flexible alternative to catering and Business cafeterias Reach more mobile users with less money & development time Reduce decision making Users Eliminate need to remember to order Flexibility to order on the go dailyProduct Strategy12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY
  • 30. DESIGN12/2012 EAT CLUB PERSONALIZED CONCIERGE SERVICES UX DESIGN CASE STUDY

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