Revamping our Relish Company Portal to align with

Problem definition

As our Relish offering is scaling, we needed a way to

Roles

Sr. Design Manager
Designer
UX Researcher
Content Designer

Team

Designer
Product Manager
Engineering Manager
Engineers (4)

Year

January 2023 - July 2023

What does success look like?

Goals

Revisit our current Relish ordering experience and understand the reasons for lack of customer engagement. Redesign the Relish order review experience to drive customer engagement, learn ordering patterns and provide this information to restaurants. Here is what we were aiming to achieve through this feature update:

  • 60% increase in review participation

  • +10% increase in the quality of an individual review

  • Insights into positive reviews with specific tags

  • +25% increase in the review completion rate

We surveyed 70 Relish customers

Discovery

  • 97% Relish customers have left at least one review after receiving an order.

  • 75% Relish customers didn’t review due to lack of time, difficulty or forgot to order their review and many customers didn’t even know they could review an order.

  • 90% Relish customers found that the process was too long and tedious to fill out.

  • 85% Relish customers wanted to read reviews from their colleagues.

Reviewing the current mobile review experience

Discovery

Discovery

Reviewing the current desktop review experience

Our Relish customers did not find the first question to be helpful because this does not provide accurate information to our drivers.

For example, a customer may be in a meeting, but their food was dropped off on time. The customer may not get to the food till after their meeting, marks the food as late, but the food was actually on time, that doesn’t provide accurate information to the restaurants or delivery partners.

We also asked customers how their order was and only collected data on the meh through hated it comments. We didn’t collect the positive comments.

Lastly, our customers thought the use of iconography was also not helpful as it didn’t really provide clarity into the questions we were asking.

How might we improve the Relish customer review experience?

Ideation

  • Engage Relish customers as soon as they receive their order or a set duration after their order arrives.

  • Create less friction, but still collect enough helpful information for both restaurants and ezCater’s operation team.

  • User common patterns and iconography that exists with other order review apps and experiences.

  • Design a consistent approach that will go across all ezCater ordering platforms.

Based on the research we workshopped the problem statement and came up with a solution.

Ideation

We generated 15 initial ideas, narrowed them down to 3 through team voting, and refined to a single solution after conducting 5 rounds of user testing with 10 participants.

Final designs (mobile experience)

Final designs (desktop experience)

Results

Business impact

  • 80% increase in review participation (beating plan by 20%)

  • 15% increase in the quality of an individual review (beating plan by 5%)

  • 75% increase in positive reviews (helpful tags based on food and restaurant quality)

  • 50% increase in the review completion rate (within the first month of release)