The delivery food has been embedded in our daily lives. With just a few clicks, people can enjoy the food without cooking or going to restaurants. However, In OFD (Online Food Delivery) industry, there lies a mixed problem containing service limitation, business challenge and low salary. Firstly, the customer service is limited to only transferring the food, this simple service can not supply user experience well. Secondly, the delivery industry is in a competitive market, there is little differentiation among platforms. Thirdly, the deliveryman in this system can not earn much.
The solution for this combined problem is a service toolbox for service providers (deliverymen) and the users (consumers). By using the tools, different types of consumers could get different experience pieces, those modules make up for unique user journeys. This innovative solution could also help a food delivery company stand out in the market competition while earning more money for deliverymen.
This project begins with the initial research question: How can delivery (company) provide service that enhances the food& eating experience？ I also chose the company Eleme as the project background. Then I researched users, services and businesses, defined the design goal & requirements. After this, I did design development and evaluation. The research phase includes literature study, interviews and other types of analysis, it gives me background information to understand the context as well as insights to frame the design goal and requirements. These insights gave me clues to make four types of Persona based on the user motivation to eat delivery food. As I want to include all types of users in the OFD system, I framed the design goal as "HMW help Eleme innovate service in different customer experiences to differentiate itself in the market and make money?". With this framed goal and its specification, I ideated different solutions and directions. Among these directions, I found the deliverable as modular tools can best achieve the goal and meet the requirements. After comparison, the concept"Lego my dining" is developed. It is a set of service tools （including digital and physical forms）that serve as modules to enhance the customized user experience of different customer needs. Afterwards, I deepened the design and evaluated it with small tests.