To sell through the iFood app, you need to register, which consists of personal information and restaurant information such as: menu items, payment methods you want to offer customers, opening hours, profile and the areas of the city you want to deliver the orders among others.
The stage of choosing delivery areas is the second most difficult stage of registration, generating an abandonment rate of 17%. This difficulty was also noticed when we analyzed the completion time, which was around a little over 1 hour and the other steps took something around 30 minutes.
In this step, you must enter the distance (radius in km) and the delivery cost for each chosen km. The distance for deliveries ranges from 1km to 15km.
One of the business metrics used in this product was the CES and this step had one of the worst results - 4.76. Along with this note we also analyzed the comments left by people during registration. This information was very important for a more qualitative analysis. The registration stage is mostly initiated by mobile and this was another difficulty presented. In addition to all these points "Configure delivery areas" appeared among the big offenders of CR.
Based on all this information, we highlight some main pain points to be resolved.
To facilitate restaurant configuration, we use a product called "Recommendation" that suggests a configuration to the person, making the process and configuration much faster.
We divided the solution proposal into 2 versions in order to have less development time and generate value for the business in the same way:
We use Maze as a UX testing tool. With this tool we can have a preview of the solution. and validate whether we were on the right track with the proposal presented. As it was a very complex basis because it was at a time when people had not yet been part of iFood. We used a base of detractors who had registered in the last month. The results were very satisfactory, with a CES score of 5.8.
