1.The project background

Delivery Hero operates numerous delivery service brands across various countries worldwide. The primary users of these delivery platforms include customers, restaurant partners, and drivers. While there have been existing studies on drivers and vendors, there hasn't been specific research conducted on restaurant partners, especially those who interact with the order management device known as GoDriod.

While the team saw this knowledge gap regarding the GoDroid user segment, there was a need to explore new problem areas and identify opportunities for enhancing product and service offerings.

2. The methodology

The HOW and WHO

This research employed a mixed-methods approach, involving data collection across six countries worldwide. The primary method was field studies, which focused on understanding user characteristics, as well as delving deeply into the order management process and the user experience with the Go product.

To strengthen the data's reliability, a brief survey was conducted to gather insights into user profiles and prioritise aspects of the order management process.

3. Data collection and analysis

Who am I? Activity

As part of the interview process, we introduced a "photo choosing activity" to give participants a brief break from the lengthy interviews. They were asked, "Which photo best describes you?" This activity aimed to reveal the participants' characteristics, motivations, and values in ways they might not be able to articulate themselves.

Visiting the users on site

The field study sessions occurred at the participants' shops or restaurants.

Each session began with one-on-one interviews lasting approximately 45 minutes.

Following the interviews, participants guided me through the areas where all order management activities took place. I then observed interactions during business hours.

Interview data were documented on a note-taking sheet coordinated by the UXR team from each country. Photos and videos were stored in the cloud for accessibility by the global team, and the working team convened weekly for debriefing sessions and to share progress.

4. The findings and outcome

Persona creation

Through qualitative data analysis, it became evident that there weren't significant differences between participants of size S and size M. Instead, the distinguishing factor lay in their roles, which defined their activities, goals, and values.

Additional data from the Who am I? activity showed that while the owners selected photos representing organisation, strength, and defence, they also displayed a kind and nurturing nature.

In contrast, the front staff and managers chose images reflecting a strong mindset for confronting challenges while maintaining small joys in their lives.

As a result, I developed the personas based on the roles of the users, highlighting their key activities in order management, as well as the their personality, core values, and motivations.

Other key finding from contextual inquiry

1. Timing is everything

From the contextual inquiry, it was found that order accepting devices were placed nearby the person handling the order. This was to ensure that order acceptance is in time, avoiding order cancellation.

2. Useful branding assets from delivery service are much appreciated

Shops are seeking versatile advertising tools, such as rain protection canvases, door decoration stickers, or parasols that provide shade for drivers while they wait. These tools not only enhance the shop's credibility but also serve as practical assets, effectively showcasing the shop’s professionalism.

Quantitative result showed competition differences

From additional survey sent to all participants, tt was found that marketability, flexibility in order management functions is dominating the market. Consequently, delivery service players who excel in this area are leading the way.

5. My personal takeaways

1) Contributing local insight in a global project

Contributing a culturally relevant perspective that informed global decision-making was rewarding, especially as it demonstrated the importance of local voices in creating globally inclusive products. Sharing regional insights brought depth to the project, making it clear that addressing users’ needs requires an understanding of both local and global perspectives.

2) Field studies reveal real-world usage contexts

Conducting this study in users' natural environments was invaluable in uncovering contextual factors that would have been missed in a controlled setting. Observing GoDroid devices in use revealed how environmental elements—such as lighting, noise, and space limitations—affect interaction. For instance, many users kept their devices constantly plugged in, indicating a need for longer battery life that they hadn't explicitly mentioned. These insights highlighted that effective product design must go beyond isolated usability and consider the real-world conditions in which devices are used.

3) Field study limitations: travel constraints impact Reach

While field studies provide invaluable insights, one limitation is the need to travel to participant locations, which can be time-consuming and resource-intensive. This often meant we could only study a limited number of users in their specific environments, which may not fully represent the broader user base. Despite this, the direct exposure to users’ real-life experiences and contexts outweighed this limitation, offering a deeper, more authentic understanding of their needs.