Clarify:

Assuming delivery of food.

rider or driver experience? Both side

Assuming the US

Assuming this is a feature will be added to existing Lyft app because I would design for drivers to switch from ride to delivery when they want to/in need.

Since this is a new product I think our goal Is to increase the user acquisition and  driver/courier retention.

Mission: improve ppl’s lives with the world’s best transportation

Goal: design Lyft in the SF, USA to increase the user acquisition and driver retention.

User persona:

Working professionals who has no time to cook and they order the food around 7 pm.

Students living at the campus who have no strict timeline for the food order but they would order food frequently

People in special needs- they may not able to cook food

I have chosen working professionals since they are the ones more willing to order the food instead of eating outside after work.

Pain Points:

–          Food ETA can be so long

–          The pack might spill in the car or pack is damaged

–          If I order the food, my order can be cancelled due to the lack of driver in the area

Solutions:

–          Launch lyft delivery in the dense area with couple of food options.

–          Algo to optimize driver’s drop-off vs food pickup time

–          Give the box to the driver to put the pack in it/ or provide the packing instructions to the restaurant

–          Algo to provide the best timeline/route for the couriers with 2 wheel. And also give the discount during the courier work

–          Pay the full commission of the driver and also take the 90%  of the full price of the food. since food can be thrown away.

–          Create weekly planner on the app so that the user can order the food for the whole week and it is easier to match the delivery with the courier.

Prioritization/MVP:

                                Impact                  effort

1-       H                                            H

2-      H                                             H

3-      L                                              L

4-      H                                             M

5-      M                                            L

6-      H                                             M

MVP: 1, 4, 6

Metrics:

Since this is a new feature will be added to the existing app but this is something very new. I think we can look into the 2 main things:

Consumer acquisitions:

#new users joined the app

#increase in the avg revenue/day

#of deliveries ordered

#how many new ppl ordered the food in the first 7, 14 days

Supply  retention

#deliveries confirmed

Total revenue of the supply

How many 2-wheel couriers

Others: #deliveries cancelled and their geography to see which area is weak for the supply-demand balance

Summary: I would launch the product in the existing Lyft app in order drivers to swith to delivery side easily. In addition, since this is a new app I would focus on getting more user to the delivery app and also increase the retention rate of the drivers/couriers.

Clarification & Understanding

So what do we mean by delivery? There are a variety of different types of delivery:

1. Food Delivery like a Grubhub or Doordash
2. Retail Delivery, like groceries or a CVS run
3. Alcohol Delivery, like a Drizly
4. Postal Delivery, like packages

We’ll leave that up to us to decide and I’m going to use Lyft’s mission statement of reconnecting people through transportation and bringing communities closer together to help us decide. Based upon that Food Delivery aligns most closely with Lyft’s mission statement. The majority of restaurants are small local businesses run by and staffed by members of the community.

While this definitely most closely aligns with Lyft’s goal of bringing communities closer together, I just wanted to bring attention to the fact that this is a very competitive space. There already exists several different companies who are already established in this market: Uber Eats, Doordash, Grubhub, etc. If we want our new offering to succeed it is going to need to be something unique and different beyond your basic food delivery platform.

 

Users

It is hard to come up with a magic bullet that solves everything for everyone, so let’s narrow our scope by looking at some of the different users of a food delivery service and choosing one to focus on:

1. Busy Professionals – Career minded folk who have disposable income and not a lot of time to cook for themselves.
2. Don’t like to or can’t cook – These are people who aren’t good at cooking or don’t enjoy it
3. Homebound – Users who don’t have easy access to transportation and don’t live within reasonable walking distance to a restaurant or grocery store, more extremely a user could be in a wheelchair or be on house arrest
4. College Students – Probably live in a dorm and the dining hall is closed or they are just sick of eating the same food every day
5. Delivery Drivers – These are the people who will actually be handling the delivery of the food
6. Restaurants – The locally owned businesses who will be preparing the food

Out of the above user segments, I’m going to suggest we focus on the college students. If our overall goal is to bring communities closer together then I think there is a huge opportunity with the College Student user segment. College students typically live and spend most of their time on campus and don’t really get exposed to or integrate with the larger town or city community as much as they could and here is an opportunity to help with that.

 

Pain Points / Needs

1. Colleges are often hard to navigate and their delivery person may get lost
2. A lot of college students are night owls and there is often limited options late at night
3. Ordering delivery can be expensive and college students don’t have large budgets

 

Solutions

Now that we better understand some of the challenges and pain points college students face when ordering delivery, let’s brainstorm some solutions that would help them out:

1. Late Night Happy Hour -> Lyft could introduce the idea of a late night happy hour where the service is discounted temporarily like a happy hour does for drinks. For example, from 11pm – 2am Lyft could offer free delivery on all orders and restaurants could off special late night deals on select menu items.
2. Order Pooling -> If your in the library late at night or coming back from a party and want to order pizza, I guarantee you that you are not the only person on campus who wants to order pizza at that moment in time. A single pizza might be too much for an individual to eat by themself and by ordering together users would save on delivery fees. We would offer the ability from within the Lyft app to alert people within your contacts who are geographically close to you that you are looking to order pizza in the next 30 minutes. This could be done either through a push notification or I’m also envisioning a “About to order” tab of the app where you can create an alert to let Lyft users in your contacts know that you are going to be ordering pizza in the next 30 minutes.
3. Reward Challenges -> For major sports and events, you’ll see different reward challenges advertised like “If the Houston Astros win the world series, everyone gets a free taco at Taco Bell the next day”. I want to take this same notion of a reward challenge but bake it into the Lyft app and give local restaurant owners control over the different deals they want to offer. This ties in perfectly with the college students because they are the ones who are going to care about getting that free taco. The local pizza shop near campus could give out a free slice if you bring them your report card from last semester and made all A’s or something along those lines.

 

Prioritization

In all likelihood we won’t have enough resources to build out all three of these solutions in parallel so let’s choose one to focus on. To do that I’m going to build out a quick and dirty comparison matrix:

Ease of Implementation, User Satisfaction, Goal Alignment

1. B, A, B

2. C, B-, B

3. C+, A-, A

Out of the above solutions, I’m going suggest we focus on prioritizing solution #3 the Reward Challenges. I think this solution does the best job of aligning with and furthering Lyft’s mission statement of bringing communities closer together. It helps out the college students by offering them a free item or discount which is great when they are on a shoe string budget and it gives the local restaurants a unique way to engage with college students and expand their customer base.

 

Summary

In order to further Lyft’s mission statement of bringing communities closer together, we’re going to focus on increasing interaction between college students and local restaurants by offering the ability for restaurants to offer reward challenges. Users will receive a special discount or extra item for completing the challenges set up by the local restaurant. For example, send a screenshot of your transcript to receive a free slice of pizza. This will help budget constrained college students interact with the local restaurants.