1. Describe the Product

   My understanding is Uber Eats is an online food ordering and delivery platform. It is a subsidiary of uber and is a part of the exiting uber app as well as a separate application. It delivers food ordered by customers from various partnered restaurants. It is the leading food delivery company in the US.

2. Clarify the Scope

   Before getting into the case, I have a few queries –
   1. Are we focussing on any particular city first?
   2. Helping user eats healthier food ensures user engagement. Is there anything else that drives user engagement?
   3. Do you want these features to be added in the uber eats app or uber app or both?

3. Choose the Goal

   We want to help the user eat healthier food so that it drives user engagement.

4. List User Groups & Select particular Group/s

   User Group:
   Family – Mostly cook food at home. They order online sometimes.
   Couples – They bond overcooking. Order food online but not very frequently as they prefer going out together and spending quality time.
   Bachelors – They are the ones who order the most online. They may not know how to cook and cooking for only one person is difficult.

   I would like to go ahead with bachelor as they are the ones most focussed on their fitness and they are the ones most likely to order food online.

5. User Journey

   Opens Uber App -> Select Restaurant -> Choose Items by Considering Price/Quantity -> Add the Additional Items -> Add
   to Cart -> Pay -> Delivered

   Opens Uber App -> Select Dishes -> Choose Restaurant by Considering Price/Quantity -> Add the Additional Items -> Add to Cart -> Pay -> Delivered

6. List User Needs

   – See Unhealthy food/restaurant first in the list: Demotivates to eat healthy food
   – Not sure about the quality of the food
   – No healthy food chain is listed
   – Not sure of all the restaurant which offers the healthier version
   – Not sure in the listed restaurant, which food is healthier
   – No information about the ingredients in the food
   – No info about the number of unhealthy items used in the food

   I would like to focus on the first pain point because I believe if I am able to motivate someone in eating healthy food, they will figure out their way to do so.

7. List Product Ideas

   – Sort the restaurant in the list by its impact on the health of the customer
   – Use Sensitivity Analytics to identify from the ratings if the restaurant is healthy or not and have a separate rating score for its impact on the health
   – Gamify the rating process

8. Describe the Selected Solution

   I will go ahead with the 2nd option first and then follow it with the third option.

   We can give users some points for sharing the rating regarding the impact of food on the health of the customer. If the rating is accepted they get the points. Also, we use the rating to rate the food and the restaurant. Once we have a good set of ratings, we can use that to score customers for ordering healthier food and offer coupons on the basis of those ratings. This will improve user engagement.

Framework:

1. Follow up questions to understand the problem scope and establish the criteria to measure engagement

2. Brainstorm the set of features to test the hypothesis

3. Prioritization of feature(s) for development

Follow up questions

Candidate: Do we plan to promote healthier eating through financial incentives (discounts for healthy food, Uber credits) or prioritized delivery or UI features (more visibility to healthy restaurants)?

Interviewer: UI features

Candidate: I assume we define enagement as average dollar spent per customer, because when enagement increases average dollar spent per customer also increases

Interviewer: sounds good

Candidate: I assume we want to test out the hypothesis through A/B testing of new features

Interviewer: yes

Brainstorm the set of features to nudge users into healthy eating 

A. User controls: We can build a feature that provide more controls to the users in terms of setting the salt limit, sugar limit, calorie limit, fat limit for an order. Defaults values can be daily recommended numbers from WHO.

Therefore, whenever receipes in the cart cart exceeds their pre-set limit, they will get an warning signal that they need to acknowledge before proceeding.

B. Personal assistant : Uber eats has the real opportunity to help users acheive their health goals. We can give the users option to answer a simple set of questions and submit their health goals to ubereats and their budget.

Accordingly, ubereats will provide tailor made receipe and restaurant recommendation for each day to help them achieve their goals.

C. Calorie monitor: Being able to monitoring a claorie intake is important for healthy eating. Therefore we want to promote restuarants that mentions calorie on the menu, in the search results and in the personalized recommendations.

D. Nutritional monitor/ health benefits: We can add a nutritional label for the receipes on the menus, along with health benefits.

This would serve as a key peice of information to drive healthy eating.

E. Safety rating: To avoid tranmission of germs and food-borne illness, it is critical that restaurants follow the clean cooking process. It will be reflected through the safe ratings assigned to the restauarants by the local government after inspection.

We can add safety rating badge to nudge users towards restaurants with excellent safety ratings.

Prioritization 

If I were to select one feature, I would builld user controls which is a simple to build and effective to test out the hypothesis.

I will expose 50% of users to this feature and other 50% will be in control group. If exposed group spends more dollar on the app over, it will help to prove our hypothesis that healthier eating drive enagement (repeat purchase).

If the hypothesis is proven right, I would build other features that are more expensvie to build.