User discovery: expanding food delivery markets
The challenge:
A new food delivery platform sought to establish its market presence and refine its product strategy. The task involved leading stakeholder collaboration and evolving the platform's approach to meet user needs effectively.
Our approach:
To address the complexities of entering a competitive market, we implemented a comprehensive discovery research process:
In-depth user group analysis
Development of detailed user archetypes
Identification of specific user needs and requirements
Cross-platform design strategy evaluation
This approach provided a solid foundation for informed design decisions and strategic product development.
Outcomes:
Comprehensive user mapping: we identified and categorised key user groups, providing a clear picture of the platform's target audience
Discovery beyond assumptions: the research uncovered two additional user groups that were previously unaccounted for, expanding the platform's potential reach
Cross-platform alignment: we realigned the product's design strategy across various platforms to better address the identified user needs
Data-driven decision making: our approach equipped stakeholders with actionable insights to guide strategic product development
Impact:
The discovery process led to a significant strategic pivot for the platform. By identifying two new user groups, we opened fresh market opportunities, expanding the platform's potential user base. Additionally, the realignment of design priorities across platforms ensured that the product strategy was in sync with demonstrated user preferences. This data-driven approach not only enhanced the platform's market fit but also positioned it for more targeted growth and user satisfaction in the competitive food delivery sector.
The food delivery service industry's market value in the UK is £11.4 billion (industry reports).