GrabFood Self Pick-up

nictsecm

Oct 26, 2022

2 min read

Updated: Apr 22, 2024

Objective - Minimise unhappy delivery experiences by giving users the option to pick up their own orders from nearby eateries. At the same time, they get to skirt delivery fees.

‍Purpose of the project - Create a win-win situation for all parties involved. Users save delivery fees that at times see hikes, whereas restaurants have one more means of keeping orders up. It also regulates the demand and supply of drivers during peak hours or bad weather days.

‍My role - I advised key stakeholders, from UX designers to product managers, on choice of words and terminologies based on the user flows and framework of each screen. I was also responsible for activating the localisation experts to translate content for the different markets. ‍

Challenge - How to get traction going for this self pick-up feature, when the ingrained habit or behaviour is to enjoy the convenience of doorstep delivery. At the same time, another large-scale launch called Scheduled Delivery was also penciled in in the same sprint, which required delicate multi-tasking. ‍

Final product showcase - A self pick-up option that is seamlessly integrated into the normal delivery flow.

Competitor analysis & product naming

The naming of the product was the first of important discussions between myself, the UX designer and the product manager. The 'dummy name' was initially 'GrabFood Takeaway', but 'Takeaway' was not as widely used a term as the colloquial usage, 'dabao'.

Competing food delivery platform foodpanda went with 'Pick-Up', whereas Deliveroo used 'Pickup'. I took a cue from McDonald's kiosks, which use 'self-collection'. We decided that it was probably wise not to reinvent the wheel; then again, 'pick-up' could run into potential conflict as the ride-hailing vertical is a mainstay of the Grab super-app.

Hence, it was finally decided that it would be named 'Self Pick-up'.

Deep-diving into content design for self pick-up

Some onboarding screens have generous real estate. It presented a great opportunity to 'sell' solutions to two of users' biggest pain points: expensive delivery fees (that's on top of the marked-up menu prices) and long queues. Users now have an alternative to delivery and they could choose to pick up their own food, all without delivery fees. They can 'jump the queue' whenever their food is ready for collection. These are called out in the body text.

As for the CTA button, the original text 'View Takeaway Restaurants' came across rather 'soft'. With 'Try It Now', it provokes a sense of urgency and adventure.

BONUS: How I would've edited the onboarding copy today

	Placeholder	Live	What I'd do today
Header	Introducing GrabFood Takeaway!	Introducing our all-new self pick-up option	Introducing the all-new Self Pick-up
Body	Don't like waiting for food? Try our all-new GrabFood Takeaway, where you self-collect your orders and save time and delivery fees.	Don't like waiting for food? Then give self pick-up a try! You can beat the queue and collect your order when it's ready.	Don’t like waiting for good food? You can beat queues and collect your orders when they’re ready. (Look out for our Self Pick-up promos!)
CTA	View Takeaway Restaurants	Try It Now	Try It Now

Rationale behind the latest body text: Other than a general tightening, the main difference lies in the parenthesis about Self Pick-up promos. It's a compelling, tempting proposition to sell the fact that users can bypass delivery fees if they opt to pick up their own food, underlined by how price sensitive some can be. However, that would've cannibalised a revenue stream in the delivery option. The 'always-on' Self Pick-up promo that we can apply in Self Pick-up orders makes a suitable workaround.

Homepage tooltip onboarding