The document discusses UberEats' current onboarding process and provides recommendations for improving it. It describes UberEats' explicit data collection such as name, phone number, and location. Implicit data includes browsing history and past orders. The communication model and gaps are examined, such as lack of personalized emails. Recommendations include easy login, loyalty programs, order previews, and personalized engagement to improve the onboarding experience.

1. Aradhana Abraham
Student iD: 150583219
MKM 916 Interactive marketing
Prof. Riddell Murcia
Date: 14/07/22
UberEats:
Onboarding Experience Audit

2. Table of
contents
About UberEats
Current onboarding process
Evaluating UberEats onboarding process
Evaluating UberEats explicit and implicit
data points
Social media presence
Commuinication model
Gap analysis
Ideal onboarding process
1.
2.
3.
4.
5.
6.
7.
8.
Evaluating UberEats explicit and implicit data points:

3. Overview of UberEats:
Uber Eats is a meal delivery service that allows customers to order food and
beverages from a variety of local restaurants, pubs, and cafes via the Uber
Eats website and iOS and Android applications.
The service was started in 2014 as part of the main Uber app as UberFRESH,
but it quickly developed into its own app and was rebranded UberEATS the
following year.
The on-demand food service acts as a go-between for customers and
restaurants, bringing take-out from local and brand restaurants to their
door.
Uber Eats gives users access to hundreds of restaurants. When you use the
app, you may browse for inspiration or search for a certain restaurant or
cuisine. When you've discovered something you like, tap to add it to your
shopping basket and place your order.
01.

4. What does it mean?
Customer onboarding, also known as client
onboarding, is the ongoing process of coaching new
customers through your product to assist them in
getting started and remaining engaged. It is a set of
procedures and tools that help customers
effortlessly integrate a new product into their
lifestyle.
Relevance of onboarding
process:
Reduces customer service costs
Minimizes churn rate
Engages customer in the content
Helps in customer retention which in turn
reduces customer acquisition costs.
Overview of customer
onboarding:
02..

5. Customer onboarding's ultimate goal is
to teach new customers on your product
and give them with a smooth experience.
Creating a strong first impression and an
unified experience is critical, but it may
be difficult.
Understand your clients' pain concerns
and help them through the onboarding
process.
It is vital to capitalise on consumers'
good sentiments and convert them into
fans at every chance, but this can only
happen if you provide an excellent
onboarding experience.
Customer onboarding journey:
06.

6. Install the app from
Playstore or App store.
Once you open the app, register your phone
number and your email id to create an
account.
Current onboarding process for UberEats:
03.

7. The next step is to accept
the terms and conditions
UberEats asks you to turn on your location or
manually put in your address to suggest
restaurants nearby.
Continuation of the onboarding process for UberEats:
04..

8. New users are
immediately provided
discounts and offers after
creating an account.
Ubereats will then prompt
you to activate alerts in
order to receive updates on
your order or any type of
promotions.
This is the Ubereats
home page.
Continuation of the onboarding process for UberEats:
05.

9. Uber Eats requests the following users:
1. Phone number
2. Email address
3. Name
4. Location
The user's phone number is entered as the first step in the Uber Eats Onboarding process. Then
there's an email from Uber Eats requesting for confirmation of your email address.
After you confirm your email address, Uber Eats sends you a welcome email that talks you through
the entire app-use procedure. Uber Eats needs users to agree to their Terms and Policies in order to
provide service and utilise their information.
Uber or Uber Eats may utilise a registered user's phone number or email address to autofill their
data on Uber or Uber Eats. Overall, the process of creating an account is basic and straightforward.
Following order placement and delivery, the company sends an email acknowledging receipt and
showing the total price charged.
Finally, when the order has been delivered, you may rate the restaurant and the person who
delivered it.
Evaluating UberEats onboarding process:
06.

10. Uber Eats seeks contact information as the first step. Ubereats requires an active cellphone
number in order for the user to get an OTP and properly log in.
Uber Eats asks for an email address so that it may send email recommendations based on the
user's preferences. Minor privacy concerns are induced here.
Uber Eats demands a delivery address in order to deliver the requested order.
UberEats always requests that the consumer post a review once the item has been delivered.
This is done through the app or by email.
If the user so wants, a tip for the delivery driver might be included.
Uber sends a thank you email and an order receipt to the user's registered email address.
Ubereats alters the location based on the customer's current location.
Based on use, Uber Eats recommends Uber Pass so that clients may save money.
Uber tries to retarget customers who attempt to order meals but stop in the midst and close the
Uber Eats app.
Users are asked to provide the following information to Uber Eats: (explicit)
Implicit data points of UberEats:
Evaluating UberEats explicit and implicit data points:
07..

11. Twitter Instagram
Facebook
engagement
UberEats' social media presence and their connection
with customers:
08.

12. UberEats sends out weekly emails with deals to
both users and non-users. This newsletter
includes fresh deals and discounts. Users will also
receive an email when their order is placed and
when it is delivered. UberEats delivers SMS and
email alerts on a regular basis to inform users of
high-demand events, partner discounts, and
other relevant Uber news.
Uber eats has a strong and simple onboarding
procedure, however the communication might
sound passive aggressive at times. They may
appear to be constantly sending emails and offers
to customers, which may result in the client
unsubscribing to their emails.
The Uber app provides a promocode that may be
used to obtain free credits to spend on their app.
To receive rewards, this promocode must be
shared with others and used by them.
UberEats Communication:
09.

13. Personalised emails
Uber Eats delivers subscribers weekly emails with specials and incentives.
However, they fail to convey the personalised touch. They do not present
restaurant recommendations based on the user's past order or what they
read through, but instead merely restaurants with any continuing offers.
Login time
To access an ubereats account, the user must have an active mobile phone.
This may not be possible for clients who are traveling. Furthermore, the OTP
necessary to login using a cellphone number may not always be received.
This makes it harder to log in. The login procedure should be limited to only
the user's email address and password.
UberEats pass
Customers receive an Ubereats pass when they place an order. Customers
must purchase this pass in order to receive the discount. Unfortunately, this
discount does not apply to restaurants.
Payment options
Ubereats exclusively accepts advance payments. For new users, there is no
cash on delivery option, making it difficult for them to trust that their item
will be delivered. Furthermore, the refund process takes longer than 24
hours, which may be inconvenient for them.
Gap analysis in UberEats communication model:
10.

14. Easy log in
Users should be able to sign up for and log into
Ubereats without requiring two-factor
authentication. With this strategy, the first
onboarding process will be completely
frictionless, and the initial user funnel will
improve. Furthermore, presenting the app's
value proposition to a larger number of new
users would enhance retention.
Build loyalty programs
Loyalty programmes are most effective when
consumers perceive benefits after 3-5 orders.
Customers are engaged in loyalty
programmes, which encourage them to use the
service more regularly. Everyone likes to be
rewarded. So paying clients for picking your
company is an absolutely positive strategy to
transform infrequent customers into regulars.
Showcasing the menu with pictures
Ubereats should take the initiative to provide
sample pictures of the meals on the menu so that
customers are informed of how the food will
appear before ordering. This prevents them from
becoming disappointed once the order arrives.
Ideal onboarding process for UberEats:
Obtaining new consumers is significantly more expensive and time intensive than attempting to
retain existing ones. As a result, it is critical to ensure that new clients continue to utilise your
product. For nearly all company models, retention is the ultimate aim.
Customer engagement
Ubereats should send personalised emails to
users based on their previous orders or the
kind of restaurants they visit. This improves
customer engagement and makes the
consumer feel noticed.
11.

15. Citations:
ONBOARDING RESOURCE GUIDE FOR NEW HIRES
“Customer Onboarding.” Google, www.bing.com/images/search?
view=detailV2&ccid=l27ci7oT&id=48F0DDA248786D35636E4C9F7A2BBFB678A98B4D&thid=OIP.l27ci7oTw3sM
dFxICq3bfwHaGs&mediaurl=https%3a%2f%2fenterslice.com%2flearning%2fwp-
content%2fuploads%2f2020%2f07%2fSteps-to-have-a-Frictionless-Customer-
Onboarding.png&cdnurl=https%3a%2f%2fth.bing.com%2fth%2fid%2fR.976edc8bba13c37b0c745c480aaddb7f
%3frik%3dTYupeLa%252fK3qfTA%26pid%3dImgRaw%26r%3d0&exph=904&expw=1000&q=customer+onboar
ding&simid=608032108109046683&FORM=IRPRST&ck=B59F7E1F2CDB61FF8E9C40B69AE9C0D1&selectedInd
ex=1&ajaxhist=0&ajaxserp=0. Accessed 14 July 2022.
“Ubereats.” Bing, www.bing.com/images/search?q=uber+eats&FORM=HDRSC3. Accessed 14 July 2022.