Enabling delivery partners to tackle delivery issues!
Figjam, Google docs
To deepen our understanding of delivery partner (DP) application and to learn about how partners are perceiving an existing delivery flow to establish a clear strategy for implementing a new feature or change to an existing feature and removing a feature
We identified multiple gaps & opportunities during the delivery journey.
We conceptualized one solution which was a whole new user flow & that opened up a peer-driven space for further exploration.
We tried to get holistic research done with an extra focus on emotions to build the rationale for the proposed solution.
For Information gathering:
User Interview: Prepared questions targeted to both primary and secondary stakeholders, and asked users in a face-to-face setting.
Guided tour: Asked users to give a tour of their space relevant to the delivery flow.
Shadowing: Spent sometime following the target audience and carefully observing how they interact with other stakeholders, with the environment, and with existing products, processes, or technology.
For analysis of information:
Task analysis by journey map: Illustrated the steps, the delivery partner takes in order to achieve a successful delivery
Behavioral mapping diagram using emotional appraisal framework and service blueprint: To understand DP behavior at each stage of the delivery and how they are affected by a given space or the movements and activities of people within that space. Focusing on the breakdowns, coping mechanisms, and frequently repeated behaviors— all of which can signify an opportunity for a new feature or modification of the existing process
We started with mapping stakeholders to visualize all the stakeholders that influence the delivery journey & decide the stakeholders we want to focus on.
To understand the delivery landscape from the point the order is accepted by the delivery partner till it is delivered and how other stakeholder impacts the delivery and experience of the delivery partner within Zomato, we filtered the below stakeholders as primary and secondary
We interviewed 10+ Zomato riders, 4+ restaurants, & 4+ customers to:
Get a clear picture of the experience end to end
Get insights to create the service blueprint
Know how other stakeholders influenced the pain points of DPs
To deepen our understanding of delivery partner(DP) application and to learn about how partners are perceiving an existing delivery flow to establish a clear strategy for implementing a new feature or change to an existing feature and removing a feature
Contextual inquiry areas
Below are the areas we decided on the scope for inquiries & interviews for delivery partner.
Before & after Pandemic
What makes them leave?
Health & insuarance
Day in the life
The above areas were defined using the Emotional Appraisal Framework:
When a problem/emergency occurs during delivery…
Outliers, cannot predict emergencies
Can prepare for weather challenges
Familiarity increases with experience
Impact on earning & rating
Motive - get help/resolve the issue as soon as possible
Loss/damage of health and/or vehicle
The power lies more with admin & TL
Adaptability is influenced by the impact of distress/issue faced
Can associate earning worth with self-worth
Pressure to earn in case of dependents
Pressure due to absolute penalty conditions
We conducted the shadowing exercise for a few days observing delivery partners:
To understand the interactions of a delivery person with restaurants
Their behavior during pickup
Interactions with other delivery partners during the wait time
Some of the key findings are:
Small Restaurants- DPs did not spend much time near these & often quickly moved in & out for order pickup
Mid-size & big Restaurants- DPs often gathered & took breaks at verandas in front of such establishments.
DPs enabled by photo confirmation of order pickup & restaurant rating option to tackle
issues with restaurants.
Focus group discussion
Following up on our observation of DPs grouping in front of restaurants, we found an opportunity for quick focus group discussions
Key Insight : DPs bond together while working together
Q: How is your relationship with your peer DPs?
“I have my lunch with some because we work in the same area. I make friends while waiting for the order. We share jokes, and have our WhatsApp group too.”
Service blueprint and delivery partner journey map
Created incorporating the stages of:
Order assigned to DP
Pickup from the restaurant
Driving for delivery
Reaching customer’s doorstep
Handover to customer
Service blueprint (Click on the image to zoom in)
Delivery partner journey map (Click on the image to zoom in)
Major problems identified in the delivery phase
Based on our research we had gathered a lot of flaws in the delivery phase for the delivery partner and some of the major ones are below
Unaddressed Delivery Issues
Not able to reach team leader while they need support apart from the chat support available, especially during the time when they are not sure about the next step due to external factors affecting delivery time like traffic police, or broken road or when restaurant partner refused to give order due item being out of stock, etc
Lack of transparency between primary & secondary users
Situations where the restaurant partner spilled the food while packing, while the chef took more extended time than assigned, and also at times when items are out of stock. Also, situations where customers entered the wrong address, or chose a place near their home.
No solution for emergency during delivery
Many delivery partners didn’t have good efficient battery mobiles
In case of a personal or medical emergency during the delivery phase there was no option for DP to inform the Zomato team within the application as most of the time TL was unreachable.
In case of vehicle breakdown, delivery partner didn’t have the option to inform within the app the customer of the delivery delay
Delivery partners are the face of Zomato as a brand and they were put in front of all the ill behavior of customers and restaurant
Solution & Validation
We brainstormed a few ideas and further used 'Jobs to be done' to refine our solution
During SOS - There should be some support option that lets the delivery partner inform the team leader about the situation