Enhancing Map Experiences for Delivery Hero's Subsidiaries: FoodPanda, Foodora, Yemeksepekti.
Improve the process of capturing pin locations and text addresses to facilitate smooth deliveries while minimizing discrepancies caused by GPS inaccuracies.
2. Design journey
3. Reflection and learnings
UI design
Evaluative research
- Significant increase in delivery accuracy
—the distance between the pinned location to the actual delivery location - Significant decrease in address contact rate
—the customer contact inquiries regarding address - Significant decrease in at customer time
—the delivery time from vendor to customer
Problem Statement
Compared to other competitors, Foodpanda users expressed that they faced more friction in submitting accurate addresses. The countries with the least satisfaction score are Turkey, Hong Kong, and Taiwan.
Correlated with that, according to the survey by the logistic team, the most challenging issue in MENA & APAC for the Rider App is "wrong pin location."
Feedback from riders highlights the following missing links:
- Map pins are placed in the same neighborhood, but not on the correct building or entrance, often on the road or opposite the building
- Missing fields, such as the building number.
Project goal
Improve the process of capturing the right pin location & text address of the user, which has been highlighted as the number one pain point coming from both customers and riders
The higher the accuracy, the more successful and seamless the delivery will be, leading to greater satisfaction coming from our customers and riders.
A design journey
Pre-context
Based on the analysis with the old flow, I made a design proposal and quickly conducted a first click test to enrich the insight on how we can help users who see unmatched text address and pin location.
Screen to test
I tested the design proposal on 11 participants. While ensuring that the participant knew exactly or was highly familiar with the location, I showed them our map page with the correct pinned location. However, the screen displays slightly wrong text that can mislead the rider.
From the image, we can see that the pin is correctly placed at Delivery Hero office, but the text shows a wrong text that can mislead the delivery process. The correct address should be: “Delivery Hero SE”, “Oranienburger Strasse 70 10117, Berlin.”
Question
What they would do in this situation and what are the expectations of their actions.
Objective
Understand users’ expectations and determine whether the newly added design component is noticeable.
Results
-
5 out of 11 participants tried to refine the pin position
They mentioned that they would move the pin until they saw the correct location, if it fails, they will click edit to add a note.
- 7 out of 11 participants clicked on the edit button.
5 out of 7 participants expected to add notes from there, while 2 out of 7 expected to start over by searching for a new address.
- 4 out of 11 participants clicked on the next button.
All 4 participants mentioned that they read the message information and felt confident because the pin location was already in the correct position.
The next step
1st problem to address:
Pin inaccuracy: How can we help the users to refine the pin accurately?
In the previous flow, a notable issue was the lack of informative feedback after the user moved the pin. To address this, we're making a change to always display the address text, ensuring users are aware of any changes.However, evaluative tests revealed that users tend to move the pin back and forth to find the correct displayed text address, causing potential frustration due to the limitations of the GPS accuracy.
To alleviate this, we've introduced three features to enhance the user's ability to comfortably locate their pin:
Point of Interest
This is one of our ambitious projects. The illustration above represents the future concept I created to explore the potential of this feature. Despite the ambitious vision, we have successfully experimented with the MVP version and achieved excellent results.
The primary objective of this feature is to auto-magnetise users to the nearest mini pin at popular drop-off points, whether it's an entrance, parking lot, or any other designated area.
This feature has been proven to reduce the average drop-off distance by 0.89% (0.3 meters) and lower contact rates.
Added text message
With this additional message, we encourage users to pinpoint their location as accurately as possible, as it is crucial for efficient delivery.We reassure users about potential text inaccuracies, emphasizing that they can easily edit the address in the next step.
Zoom-in pin confirmation
We acknowledge that the Point of Interest feature will require time to cover most buildings across our maps.As a solution for drop-off locations with no Point of Interest, we've introduced a microinteraction prompting users to pinpoint the pin more accurately for meeting the rider.
Through an experiment, this feature has been proven to reduce the average drop-off distance by 3.89% and the average customer waiting time by 1.35%.
2nd problem to address:
Text address inaccuracy: How can we help the user to refine the text address seamlessly?
In our previous flow, there was a lack of flexibility in editing the address text, recognizing that relying solely on GPS for the most accurate text address was not always feasible.
To address this issue, we've introduced the ability for users to edit the text address displayed on our map page. Now, users can correct any text address mismatches, preventing confusion for the rider.
This feature has led to a 10.25% increase in our address completion rate, a metric we believe significantly contributes to many of our other important KPIs. Additionally, it has been proven to reduce address contacts by 35%.
Improving the map experience presents a challenging yet exciting problem to address, especially given the initial limitation of GPS inaccuracy—something beyond the designer's direct influence.
As a Product Designer, addressing these limitations poses a challenge, particularly considering the diverse usage patterns of maps across different countries. While a one-size-fits-all solution seems implausible, my curiosity is piqued about how far we can push the usability of the map experience.
Recommendations for future developments:
- Strengthening the link
Explore ways to reinforce the connection between the map page and the ability to edit text addresses or add customer notes. Usability tests reveal that users often leverage delivery notes to correct GPS inaccuracies. The current version still gives the impression that each function is standing independently and lacks cohesion. Enhancing this connection aims to improve the overall location experience.
- Location Initialization:
Implement a minor improvement by directing users to their current location when adding a new address, rather than defaulting to the last used address. This tweak is designed to save users time and effort in relocating the pin.
- Enhancing Text Address Information:
The team is planning to display more comprehensive information in our text addresses, aligning with competitor offerings. By providing additional details, we aim to increase user awareness of inaccuracies, facilitating quicker updates for more efficient deliveries.
- Map Delivery Point Continuation:
The ongoing exploration and iteration of the Map Delivery Point (MDP) feature hold significant promise for improving accuracy and streamlining delivery processes. The initial results are promising, and the team remain dedicated to further optimizing this feature.