Product Design Intern

Create new restaurants onboarding experience onto Grubhub platform.

 
 

When I came in Grubhub the summer of 2017, they had more than 50,000 restaurants on the platform, and all of these 50, 000 restaurants went through an onboarding process that would take up to four weeks. 

The current onboarding process is slow, labor-intensive, not user-friendly, and not scalable. The inefficiencies of the current onboarding process are largely due to minimal systems integration, frequent workflow handoffs, and limited customer participation.

On the other hand, restaurant owners who want to get on Grubhub platform are left in the dark what’s going on during the two to four week wait. I worked with our user researcher Katy and collected feedbacks via the Welcome to Grubhub 30-Day Check-In survey; we also made calls to restaurant decision makers whose business received its first Grubhub order in the past 15 days. We asked the following questions:

  1. How do restaurant decision makers currently keep track of what stage of onboarding they are in?
  2. How do restaurants know what action items are required of them throughout the process?
  3. With what expectations do restaurants enter the onboarding process?
  4. What do restaurants do when they have a question about their onboarding process?

 

Much of what we heard during the phone call sessions was consistent with the surveys that we sent out to all restaurants in our database:

  1. lack of clarity into process timing
  2. inefficient/confusing lines of communication
  3. inaccurate expectation setting

 

 

 

Business Goal

Grubhub has a ambitious goal of quadrupling the number of restaurants in its portfolio to over 200,000 within the next two years. With its recent acquisition of Groupon’s OrderUp and Yelp’s Eat24, the number of restaurants on the platform will increase by 30% within the next month or so. With its current growth rate, it becomes extremely inefficient and costly to use the existing mechanism to onboard new restaurants.   

User Problem

Restaurant owner/manager wants to be able to take orders on Grubhub quickly, but they can’t do that well because:

  1. the average wait time is two weeks
  2. restaurant owner/manager does not receive clear instructions or expectations on their next steps
  3. information are sometimes lost in translation and need to be corrected manually through phone or email

Solution

In order to support such rapid growth without sacrificing the quality of our service, we are launching a self-service onboarding tool. The goals of this product is:

  1. to streamline the onboarding process and eliminate the inefficient allocation of internal resources
  2. to provide new restaurants fast, accessible, and delightful onboarding experience

Vision

We want to deliver a smooth onboarding experience that will support scaling the restaurant network to more than 200,000 active restaurants. We want to be able to onboard new restaurants in under 48 hours, to reduce per restaurant cost of on boarding, and to provide restaurants transparency into the onboarding process and to give them more control over their profile in Grubhub. 

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Ideation & Exploration

Lots of sketching, user-flows and talking with researcher, content strategist, and developers.

 

Content & Features

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Information Architecture

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User flow exploration

 
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Interaction Exploration

 
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Design Goals

  1. Design an end-to-end flow to onboard a new restaurant onto Grubhub platform
  2. Collect and manage essential data for Grubhub internal teams 
  3. Provide restaurants with clarity, transparency, and delight throughout the onboarding flow

 

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Results

  1. Reduce time required to onboard new restaurants
  2. Less customer upkeep work for sales and operations
  3. Greater visibility into onboarding progress for internal and external stakeholders

 

Design Vision

  1. More delight without sacrificing clarity and ease of use

  2. Better transition to using Grubhub For Restaurants

  3. Total self-service through effective data collection and internal system integration

 

What I Learned

 

  1. Share design early. Share design with everyone
  2. Someone might give a detailed product plan on day one, but you have the choice to step back and think at a higher level. 
  3. The solution to a problem rarely lies in the interface, but the best design can solve the problem with effective interactions.
  4. Constraints can make product design shine brighter.

 

Side Projects

I was curious about all different departments outside of product, so I helped out the tech team, the marketing team, and even the delivery drivers by doing some side projects. The former were successes, while I failed to deliver food on time. I probably will never complain about a late Grubhub order again...ever.

 API interface design for  Grubhub For Developers

API interface design for Grubhub For Developers

 welcome email template design for the marketing team

welcome email template design for the marketing team

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