What are the different problems that Instacart would see in their delivery experience? How would you prioritize the problems?
Instacart- Angela Blue
For assumption: I assumed that anything can go wrong after the customer has placed an order for delivery since the question was a bit vague.
Let’s split the experience in four parts:
- Time between order is placed and order is waiting to be prepped by the shopper.
- Time between order is prepped by the shopper and ready to be picked by the driver.
- Time when it’s out for delivery.
- Post delivery experience.
Now lets think through what can do wrong? How do we define wrong?
A wrong would be anything where a customer has a negative experience. Let’s dive into the when things could potentially go wrong.
- order is placed and order is waiting to be prepped by the shopper
- wrong items picked by the customer
- changed mind: customer wants to cancel the order
- incorrect time picked: customer wants to reschedule delivery date / time
- customer forgot items in the order
- customer realized doesn’t have cash and forgot to tip
- customer can’t contact customer service to make changes or updates
- customer can’t make modifications via the app.
- order is prepped by the shopper and ready to be picked by the driver.
- item not available
- substitute item not available
- customer wants to cancel – unable to do so because prepping in progress
- customer can’t contact customer service to make changes
- When it’s out for delivery.
- Delivery is late based on the estimated time slot picked by the customer
- customer can’t contact driver
- get an update
- provide directions
- customer can’t track driver on app/website
- customer can’t contact customer service
- Post delivery experience (CSAT survey)
- wrong items delivered
- missing items
- rotten items
- driver rude/ bad behavior.
- order gets canceled
- life happen; order needs to be cancelled due to store or shopper issue. (cancel rate)
All of these problems hit the engagement metric the most. In order to track these problems, metrics I would track:
- CSAT survey score
- Order Cancel Rate
- % of feedback complaints recieved in each area: missing items, rotten items, wrong items, driver issues etc.
- Average delivery time
- number of reactive calls in-store (hard to track)
- % of order modifications post order placed
- item modifications
- datetime modifications
- churn rate (customer didnt return)
- shopper feedback score (not sure if its measured today)
Prioritization will be based on metrics that indicate the level of severity for each of those areas. As a PM, I usually track metrics daily/weekly. Noting the metrics we need to track to understand whats the most important issue and prioritze a fix for the same.