The Brief

Summary

As Product Manager at Curb Food, I led a cross-functional team to improve the end-to-end user experience, including the order pickup screen, to address challenges faced by delivery drivers. This resulted in a 30% increase in successful order location, reduced delivery times, and enhanced customer satisfaction.

Challenge

Delivery drivers at Curb Food’s 18 ghost kitchens often struggled to locate the correct orders, leading to wasted time and frustrated customers. This inefficiency posed a significant threat to both operational efficiency and customer satisfaction.

My Role

Leading two teams totaling 12 FTEs, I spearheaded the initiative to improve the order pickup experience. My responsibilities included:

• Facilitating user research: I conducted on-site observations and interviews with delivery drivers to understand their pain points and identify areas for improvement.
• Leading collaborative problem-solving: I brought together the Pickup Experience team for an intensive week-long sprint to define and prioritize key features for the revised order pickup screen.
• Driving iterative development: I oversaw multiple rounds of user testing with delivery drivers to refine the design and ensure its effectiveness.

Solution

Through user research and collaborative ideation, we identified the order pickup screen as the primary area for improvement. We implemented the following solutions:

• Enhanced order information: The screen now displays clearer and more prominent order details, making it easier for drivers to identify the correct order.
• Improved visual cues: We incorporated visual elements like color coding and icons to facilitate quick order recognition.
• Streamlined user flow: The user interface was optimized for intuitive navigation, minimizing the time needed for drivers to locate their assigned orders.

Results

The revamped order pickup screen yielded significant improvements:

• 30% increase in successful order location: Drivers were able to identify the correct orders with greater ease and efficiency.
• Reduced delivery times: Streamlined order pickup led to faster deliveries,improving customer experience.
• Increased customer satisfaction and reorders: Enhanced efficiency and reduced delivery times contributed to higher customer satisfaction and repeat business.

Conclusion

This case study demonstrates my ability to lead cross-functional teams, conduct user research, translate insights into actionable solutions, and drive measurable improvements that enhance operational efficiency and customer satisfaction. The success of this project highlights the importance of user-centric design, collaborative problem-solving, and iterative development in delivering impactful product solutions.