The world’s first COVID safety kit for food delivery cyclists, who trade off on earning an income and staying safe everyday.

1. 1
FOOD DELIVERY WORKERS
EARN AN INCOME, STAY SAFE

2. 2
Reddit communities
Driver stories / posts
CNBC on YouTube
Mini-documentary
The research

3. 3
Proto-persona - UberEats cyclist/driver
Food delivery
workers
Motivations & Goals Actions & Behaviours
Pains & Needs Opportunities to help
JAKE, 26
KEY CHALLENGE
Helping them earn an
income while staying
healthy on the job.
Earn income
to get by
Flexible
shifts
Tally up
earnings
each day
Prevent
drivers
getting sick
Reduce
COVID
stress +
uncertainty
Tradeoff:
Income vs.
safety
No support if
they get sick
Decide hours
based on
income
Take the day
off based on
the news
Contactless
deliveries
Driver
crowds at
popular
restaurants
Risk of
contact with
sick people
Pay for their
own safety
supplies
Love of
driving/
cycling
Deliveries in
high-risk
areas
Freedom to
control
schedule
Fear of
passing
COVID to
friends &
family
Address
trade-off of
income vs.
safety
Get through
jobs as quick
as possible
Get a proper
gig someday
(visa
pending)
Leasing a
car/bike
Talking to
other drivers
on the phone

4. 4
Customer journey - a typical shift during COVID
Starting shift
Stage
Pickup Delivery Ending shift
Choosing
how many
hours to
work
Doing
Help drivers
evaluate
income vs.
risk
Pains
Opportunities /
HMW
Better protect
driver safety
on the job
Uncertain
how many
deliveries
they’ll fit in
Dialling
apartment
#s &
doorbells
Feeling Resigned
Don’t know
if they’ll earn
their target
Fear of high-
risk COVID
zones
Nervous
Busy
places =
hard to
distance
Handling
plastic &
cardboard
Food isn’t
ready by
ETA in
app
Deciding
an area to
stay in
Putting on
mask +
gloves
Paid for own
supplies,
hard to find
Interact w /
restaurant
worker
Waiting
outside for
delivery
Accept
new job in
app
Park bike /
vehicle
Unsettled
Minimise
human contact
at pickup?
Leave
delivery at
door
Use map
directions
in app
Dial
apartment
# or bell
Confined
elevators
Difficult to
find homes
& entrances
Apprehensive
Minimise
human contact
in drop-off
Make higher-
risk deliveries
worth it
Unwell
residents
Request
tip
Maximise driver
income
opportunities
Tally up
earnings
from day
Decide
whether to
end /
continue
Evaluate
time since
last job
Go home
End driver
shifts on a high
note
Tired Bored
Not earning
target
amount for
the day
Physical
exhaustion
of cycling
Physical
exhaustion
of cycling
Recognise their
work on the
frontline
Hunger -
good
smells, but
working
Hunger - but
nowhere
public to eat
Reassure
drivers &
suppliers
Rushed Lost Thankful

5. 5
Step 1: Concept Ideation
Opportunities
“Predict-a-shift”
a dashboard that
calculates your rough
income based on area,
order volume, weather,
surges
Help drivers
evaluate risk
vs. reward
Better protect
drivers’s safety
on the job
Make higher-
risk deliveries
worth it
Minimise
human contact
at pickup?
Minimise
human contact
in drop-off
Maximise driver
income
opportunities
End driver
shifts on a high
note
Recognise their
work on the
frontline
“Driver podcasts”
Podcasts by drivers,
for drivers. talking
about the lay of the
land & COVID-era
delivery safety tips.
“Offical safety
equipment”
Sanitser, gloves &
masks provided as
uniform or at driver
hubs
“High-risk area
surge pricing”
Charge higher delivery
prices in high risk
areas, and pass
earnings to driver
“Pickup windows”
Designates zones
outside shop where
food is given to driver
“Meeting point”
App feature that lets
driver confirm arrival
without leaving
vehicle; restaurant to
confirm a ready order
“Staggered
deliveries”
Popular restaurants
limit the number of
deliveries per hour to
reduce driver crowds
“Hygiene bonuses”
App encourages end
customer to rate driver
hygiene & tip
accordingly
“Contactless
delivery”
Option to drop food off
without human contact
“Tips for our
frontline”
App encourages
customers to tip in a
difficult time
“COVID-safe badges”
App highlights drivers
who have a strong
track record in high-
rated no-contactless
deliveries
“About your driver”
App allows drivers to
show personal story &
goals in app, to create
rapport & relatability
“Frontline dinners”
Surprise dinners at the
end of a shift for drivers
with a high rating - e.g.
Maccas
“Compliments
roundup”
Summary of the night’s
tips and positive
ratings/feedback
“Guaranteed
earnings"
Guaranteed base pay
on top of regular
earnings in high risk
areas
“Bonus reward
points”
Earn extra points for
rides in higher risk
areas/jobs, + access
exclusive items.
“Driver fuel credits”
Extra fuel credits for
drivers who do
deliveries in high risk
areas
“Subsidised
sanitiser stations”
At driver hubs and
popular restaurants at
the app.
Reassure
drivers &
suppliers
“Weekly test”
Driver gets paid to get
tested each week - like
it’s a delivery job,

6. 6
Step 2: Rule out concepts that already exist, or are not feasible/viable
Opportunities
“Predict-a-shift”
a dashboard that
calculates your rough
income based on area,
order volume, weather,
surges
“Driver podcasts”
Podcasts by drivers,
for drivers. talking
about the lay of the
land & COVID-era
delivery safety tips.
“Offical safety
equipment”
Sanitser, gloves &
masks provided as
uniform or at driver
hubs
“High-risk area
surge pricing”
Charge higher delivery
prices in high risk
areas, and pass
earnings to driver
“Pickup windows”
Designates zones
outside shop where
food is given to driver
“Meeting point”
App feature that lets
driver confirm arrival
without leaving
vehicle; restaurant to
confirm a ready order
“Staggered
deliveries”
Popular restaurants
limit the number of
deliveries per hour to
reduce driver crowds
“Hygiene bonuses”
App encourages end
customer to rate driver
hygiene & tip
accordingly
“Contactless
delivery”
Option to drop food off
without human contact
“Tips for our
frontline”
App encourages
customers to tip in a
difficult time
“COVID-safe badges”
App highlights drivers
who have a strong
track record in high-
rated no-contactless
deliveries
“About your driver”
App allows drivers to
show personal story &
goals in app, to create
rapport & relatability
“Frontline dinners”
Surprise dinners at the
end of a shift for drivers
with a high rating - e.g.
Maccas
“Compliments
roundup”
Summary of the night’s
tips and positive
ratings/feedback
“Guaranteed
earnings"
Guaranteed base pay
on top of regular
earnings in high risk
areas
“Bonus reward
points”
Earn extra points for
rides in higher risk
areas/jobs, + access
exclusive items.
“Subsidised
sanitiser stations”
At driver hubs and
popular restaurants at
the app.
“Weekly test”
Driver gets paid to get
tested each week - like
it’s a delivery job,
= Already happening in some form = Not feasible/viable; or adds more risk = Potential ideas
Help drivers
evaluate risk
vs. reward
Better protect
drivers’s safety
on the job
Make higher-
risk deliveries
worth it
Minimise
human contact
at pickup?
Minimise
human contact
in drop-off
Maximise driver
income
opportunities
End driver
shifts on a high
note
Recognise their
work on the
frontline
Reassure
drivers &
suppliers
“Driver fuel credits”
Extra fuel credits for
drivers who do
deliveries in high risk
areas

7. 7
“Predict-a-shift”
a dashboard that
calculates your rough
income based on area,
order volume, weather,
surges
“Driver podcasts”
Podcasts by drivers,
for drivers. talking
about the lay of the
land & COVID-era
delivery safety tips.
“Offical safety
equipment”
Sanitser, gloves &
masks provided as
uniform or at driver
hubs
“Tips for our
frontline”
App encourages
customers to tip in a
difficult time
“COVID-safe badges”
App highlights drivers
who have a strong
track record in high-
rated no-contactless
deliveries
“About your driver”
App allows drivers to
show personal story &
goals in app, to create
rapport & relatability
“Frontline dinners”
Surprise dinners at the
end of a shift for drivers
with a high rating - e.g.
Maccas
“Compliments
roundup”
Summary of the night’s
tips and positive
ratings/feedback
“Weekly test”
Driver gets paid to get
tested each week - like
it’s a delivery job,
Universally appealing to all 3 groups:
drivers, customers, restaurants
Appealing to 2 groups
Appealing to 1 group only
Step 3: Prioritise ideas with highest appeal to most stakeholder groups

8. 8
“Predict-a-shift”
a dashboard that
calculates your rough
income based on area,
order volume, weather,
surges
“Driver podcasts”
Podcasts by drivers,
for drivers. talking
about the lay of the
land & COVID-era
delivery safety tips.
“Offical safety
equipment”
Sanitser, gloves &
masks provided as
uniform or at driver
hubs
“Tips for our
frontline”
App encourages
customers to tip in a
difficult time
“COVID-safe badges”
App highlights drivers
who have a strong
track record in high-
rated no-contactless
deliveries
“About your driver”
App allows drivers to
show personal story &
goals in app, to create
rapport & relatability
“Frontline dinners”
Surprise dinners at the
end of a shift for drivers
with a high rating - e.g.
Maccas
“Compliments
roundup”
Summary of the night’s
tips and positive
ratings/feedback
“Weekly test”
Driver gets paid to get
tested each week - like
it’s a delivery job,
Universally appealing to all 3 groups:
drivers, customers, restaurants
Appealing to 2 groups
Appealing to 1 group only
Step 4: Choose 1 concept to develop & prototype

9. 9
Safety kit - Iteration 1

10. COVID-SAFE RIDER KIT
Idea in a tweet:
The world’s first portable COVID-safety kit for food delivery workers on bikes.
How it works:
The kit itself is a plastic tube with 3 openable compartments for gloves, masks and
sanitiser. It is cylinder-shaped, so that fits in a bike bottle holder, or car cupholder., so
that workers carrying cumbersome delivery backpacks can access these items easily
without touching food.
The spray sanitiser enclosed can be used on hands or door handles, and the masks
are branded & washable. We would distribute this kit as part of the mandatory uniform
at rider service centres - where they can also replenish supplies for free.
Pain it solves:
Food delivery riders don’t feel the risks of their job are rightly recognised, and find
themselves paying out of pocket to stay safe.
What’s a brand it could work for?:
Uber Eats - or any delivery service.
Why’s it right for the brand?
As the category leader, Uber gets the most flat for poor worker conditions. This can be
a symbol of safety that assures everyday diners - and signals organisational change to
restaurants, competitors & investors.
SHIELD

11. 11
Safety kit - Iteration 2

12. 12