Groceries Onboarding

How can we create a fun and interactive experience for new
iFood Groceries customers, while also incentivizing them to make their first purchase

iFood

2020

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My roles

Design Strategy

Discovery

Information Architecture

User Flow

Visual Design

Wireframes

Prototyping

Usability Testing

Overview

iFood is a food delivery company that offers full delivery services from restaurants, groceries, drugstores, pet shops, and others.

Our current challenge is in the groceries sector, where we aim to discover insights that will help us increase our market share.

Context

One of our primary challenges in the groceries sector is effectively engaging customers during their initial visit to our Groceries home page. Currently, we are experiencing a loss of approximately 53% of new users at the first step of the funnel, with an additional 26% dropping off by the second step.

It is evident that many users still have reservations when it comes to making their first purchase.

Goals

Increase traffic to our app by generating awareness among our users about the other categories available, including Groceries, Beverages, and Pharmacy.
Increase conversion by presenting the value proposition of the Groceries category, addressing potential objections, and encouraging users to make their first purchase.

Solution

A gamified Groceries information page for new users who have not yet
made any purchases.

Proposal

We acknowledge the effectiveness of gamification in the physical market, where features like stamp accumulation, raffles, and scratch cards have gained significant popularity. Recognizing its potential, we have decided to introduce this concept to our digital environment as well, aiming to develop a creative and effective solution that acquaints our customers with the online grocery shopping experience.

Our idea is to create an interactive environment that showcases the advantages of purchasing groceries through iFood. As part of this initiative, we will introduce a scratch card feature that rewards new users with a coupon for their first purchase (a R$20 coupon is already available).

To ensure a user-friendly experience without overwhelming the customer with excessive information, we will guide them to an intermediate screen that highlights partner markets easily accessible to them. If users wish to explore the complete marketplace, they can simply select the option to “See all markets.”

Research

To validate our hypothesis, we started a round of research with our users, being devided into:

– Usability Test (quantitative)
– Survey (quantitative)
– User Interviews (qualitative)

A/B Test

To ensure equal measurement of the proposal’s impact, we tested two different flows:

A – Continue the current experiment during the same period.

B – Introduce an onboarding experience that includes a scratch card and highlights a R$20 coupon for new customers.

User interview

We did some interviews with our leads, seeking to understand the motivator in search a credit solution, and mostly understand the returning reason.

User Flow

We will have two access points: one for each market category, and the other for the multi-category market. We need to track both because these are the current entry points to the marketplace homepage.

Ideation & Validation

High definition

Outcomes

We obtained significant results from this initial test, including improvements in the funnel and an increase in conversion rates for new users.

Groceries Onboarding