Seamless Dining By Grubhub

Our team had 10 days to design a new point-of-sale system for Grubhub to bring efficiency to restaurants who use on-demand delivery and takeout platforms.

This is how we did it.

sweston.com [email protected] 1 BRAND RESEARCH

Grubhub is by far the largest of the on-demand food delivery platforms, with more than 40,000 local restaurants in more than 900 cities across the U.S. and the U.K. Grubhub’s target market is primarily independent mom-and-pop restaurants. According to Grubhub’s October 2015 economic impact study:

1. After joining Grubhub, restaurants grew their monthly takeout revenue by an average of 30 percent. 2. One in five restaurants doubles its revenue after working with Grubhub. “ 3. Grubhub cuts restaurant processing time by “[Our three KPIs have always been] more than 50 percent. Customer satisfaction. Customer Knowing that efficiency, convenience and customer service were the biggest drivers of satisfaction. Customer satisfaction.” innovation at Grubhub, we knew that our proposal to expand into the dine-in process would only add — Grubhub co-founder Mike Evans value to Grubhub’s business model.

sweston.com [email protected] 2 COMPETITIVE & COMPARATIVE ANALYSIS

For our competitive and comparative analysis, we examined seven different point-of-sale (POS) offerings, such as Square, Revel Systems, ShopKeep and TouchBistro. Through feature comparison, we tabulated the features of each. However, because of our limited access to these closed systems, contextual inquiry at several restaurants became a necessity to better understand how users — in this case, servers, hostesses, managers and other restaurant staff — approached them.

Nonetheless, our analysis helped us figure out who the competitors were and understand the expectations in the market. We also did research on the restaurant reservation app OpenTable in the event that feature became an essential part of our design.

sweston.com [email protected] 3 SURVEYS & INTERVIEWS SCREENER RESULTS SURVEY RESULTS

In order to narrow the field of users to survey and interview, we assembled a screener with five questions and posted it on Slack, Facebook and Twitter. The questions were meant to draw out users who have worked in the restaurant business and/or used an on-demand food delivery platform. We got 21 responses.

From those 21, we sent out a follow-up survey to respondents whom we couldn’t interview face-to- face. We asked 10 questions about their point-of- sale (POS) experience, as well as, how a front-of- house (FOH) operates. We got 10 responses back.

We conducted a total of three interviews. Of the users we talked to, two currently work in the restaurant business, while one no longer works in the food industry. Our goal in these 30- to- 45- minute conversations was to discover motivations, behaviors and pain points.

sweston.com [email protected] 4 CONTEXTUAL INQUIRIES

This was a vital part of our research, as it exposed us not only to how a restaurant processed in-house orders through their current POS systems, but also how they multitasked with Grubhub and other on- demand delivery services. We did 7 in NYC, 1 in New Jersey.

The biggest moment for us during this entire project happened on our visit to Jack’s Sliders & Sushi on 3rd Avenue: The hostess station revealed a control center of more than five screens, each one tapped into a delivery app.

Everywhere we went, we observed similar pain points in how restaurants were processing orders, particularly in multitasking between in-house and on- demand delivery orders. The findings validated our overall research.

sweston.com [email protected] 5 THE PROBLEM & OPPORTUNITY STATEMENT SEEKING A SOLUTION The problem statement: “Restaurants Finding an optimal solution to our problem will come from where the business needs and user needs come together. want to consolidate Grubhub and their current POS systems to improve their workflow and efficiency.”

Grubhub has monopolized on the takeout experience, completely BUSINESS NEEDS USER NEEDS understanding the delivery needs of Increase revenue Increase e!ciency restaurants. However, restaurants who Maintain Process orders in a offer delivery and takeout need to be relationships with timely manner current partners accessible from a variety of platforms Deliver orders on time Acquire new (DoorDash, Grubhub, etc.) to increase partnerships Happy customers revenue. Expand into new markets

The target market for this pilot would be the independent restaurants that use the Grubhub app and an in-house dine-in POS system.

sweston.com [email protected] 6 FEATURE PRIORITIZATION

We put our focus on the features we deemed “Most Important” that required the least amount of effort or cost. The “Musts” on the right side of the chart became our main focus to complete to achieve our MVP, or minimum viable product.

sweston.com [email protected] 7 PERSONAS

From the affinity mapping, we developed three personas — Gerardo, a floor manager; Laura, a hostess; and Natalie, a waitress. Gerardo and Laura would deal The Floor Manager The Hostess The Waitress directly with delivery, take-out Gerardo, 38 Laura, 24 Natalie, 21 and dine-in orders for our new “I shouldn’t have “I’m too distracted “I won’t split a check app. to work so hard to by deliveries to focus more than three Gerardo would be our primary get things done.” on our guests.” ways. It’s a pain.” user, as he would not only would need to know how to use every Pain Points Pain Points Pain Points feature of the app on a daily basis, Slow, antiquated POS interface Can’t focus on hospitality with so many Specials are hard to process because delivery and takeouts coming in to her they are not inputted into the system. Menu updating and correcting he would need to customize it for station Add-ons and omissions have to be Wasting time and money on his restaurant staff’s workflows. Too many screens between POS and typed into the system as a note. inefcient workarounds laptop or iPad. Not knowing when an item has been Complicated POS interface that 86’ed. Waiters and waitresses were going doesn’t give enough feedback Have to jump between the register to use the system most. Natalie Sending back order questions to and table to process orders, would fit that role. Grubhub customers payments and tips.

sweston.com [email protected] 8 SKETCHING, WIREFRAMING & PROTOTYPING

Through the golden thread of our personas, we started the process of ideating features for the app — first on a whiteboard, then through individual sketches, then in wireframes, with each successive stage refining the details, bringing more focus to each feature.

From our medium-fidelity sketches, we built the first iteration of our prototype in InVision. The first prototype would be mostly in black-and- white to help users testing the app to focus on the functionality and not the visual design.

sweston.com [email protected] 9 USER TESTING

We conducted four user tests. Three out of four users were current restaurant employees. We put an iPad loaded with the prototype in front of them and, after allowing them to talk about their initial impressions, gave the user a couple of scenarios from our testing script. This is some of what we learned …

1. The messaging on add-on and coursing prompts was unclear. We would add headings for each prompt as well as separate beverages and courses. 2. They would like to be prompted when a “ Grubhub order has been unattended to “You are a floor manager at The Coffee for 5 minutes. 3. Users weren’t clear on what “tickets” in Shop. … Can you walk me through how navigation meant. Users shouldn’t have go guess where something will lead them. We you’d process an order for Table W1?” changed this to “Open Tabs.” — Our scenario as presented to our users during testing

sweston.com [email protected] 10 THE USER FLOW

Our user flow is for our primary persona, the busy manager who needs to multitask between putting in an in-house order and dealing with incoming Grubhub requests.

Each staffer would need to login to the POS system before they are taken to a primary landing screen — the floor plan screen. From there, they would look for notifications from Grubhub, as well as be able to process in-house orders simultaneously.

This is how the user would navigate through the app.

sweston.com [email protected] 11 THE SECOND ITERATION LOGIN SCREEN FLOOR PLAN

Based on the feedback from our user testing, changes we made to the app included …

1. Bringing Grubhub brand color and messaging into the tool bar, prompts, feedback and into the call-to-action buttons. 2. We improved the add-on pop-ups to be more intuitive through language and color.

3. We added a prompt to notify users when ORDER SCREEN PAYMENT CONFIRMATION a Grubhub order has waited too long before being fired. 4. Simplified icons in the tool bar further. 5. Making icon messaging more intuitive: “Tickets” becomes “Open Tabs.” 6. “Reservations” was removed in favor of having accessibility to “Business Analytics” in the tab bar. 7. We added more feedback during credit card processing.

sweston.com [email protected] DONE! INTRO 1

BRAND RESEARCH 2

COMPETITIVE & COMPARATIVE RESEARCH 3

SURVEYS & INTERVIEWS 4

CONTEXTUAL INQUIRIES 5

THE PROBLEM & OPPORTUNITY STATEMENT 6 l FEATURE PRIORITIZATION 7

PERSONAS 8

SKETCHING, WIREFRAMING & PROTOTYPING 9

USER TESTING 10

THE USER FLOW 11

THE SECOND ITERATION 12

Read the full case study, “Seamless Dining by Grubhub,” at sweston.com.