Improving Cerego

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Spoonrocket office orders

 

Overview

Spoonrocket, a YC-backed on demand food startup, delivered meals to people under 15 minutes in the Bay Area, Seattle, and San Diego. In 2015, our customer support managers were receiving more and more requests to see the menu ahead of time and place lunch orders for their office.

We weren't sure if this was something we wanted to focus on as a business, so we decided to build out an MVP to test it out.

 

 

 

R O L E

UX Research
UX Design
Visual Design

Constraints

Our goal was to invest as little resources to validate the idea in the shortest amount of time. This meant we had to iterate quickly.

How office lunch orders previously worked:

1. Office managers would email Spoonrocket customer support for next day's menu

2. People would write down what they wanted

3. Office manager would email our customer support team with their order

4. Our customer support lead would call/email to confirm they received the order and get their payment info

5. The day of the order our customer support lead would inform our kitchen staff and driver managers about the order

6. Driver manager would designate a driver to complete the order before the promised delivery time

 

Figuring out the flow for our MVP

flow

Testing early and often

I created a clickable InVision prototype and conducted usability testing with users in-person and remote. Most users had no problem adding items to their cart, however I noticed that they weren't reading the text about how the ordering process worked.

Iterating

I changed the text about our ordering process to a notification-style section with an illustration on top of the form to grab people's attention more.

Before
Before
After
After

Outcome

Since the first month of its beta launch, this project has generated 2%+ of Spoonrocket's monthly revenue. After a few months, leadership decided to invest more resources on it.

 

Reflections

Spoonrocket ended up shutting down in March 2016 due to lack of funding. This was a turning point for me as a designer. It helped me realize the importance of designing for business goals, and not just for user needs. When Spoonrocket ran out of funding, everyone blamed those on the business-side of the company. But no one blamed the product team. That didn't make sense to me, because I felt that it was also our fault for not building the right features and products that contributed to a successful business.

This experience made me think a lot about timing and luck. Would Spoonrocket have been more sustainable if it was launched in the future, where drone deliveries were affordable and common? How much did the timing of UberEats launching had to do with the downfall of Spoonrocket and other on-demand food delivery startups? How can I, as a designer, help businesses create the right product at the right time?

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