Edible Arrangements GO! Delivery App Update
Problem:
Edible Arrangements delivery drivers and store owners were creating their own workarounds because the GO! delivery app was confusing, slow, and cumbersome to use.
Situation:
Less than 30% of the Edible Arrangements delivery drivers were using their mobile delivery app. Functionality, usability, and speed were some of the main complaints, leading the drivers and store owners to create home-brewed workarounds. They brought our team in to detail the pain points, deliver a redesign, add functionality, and increase adoption with a goal of over 90% adoption.
Task:
As the UX designer, it was my responsibility to conduct user interviews, identify usability issues, and work within the existing design language to create a solution that would improve adoption. I collaborated with product managers, developers, and stakeholders to align on priorities.
Action:
Conducted interviews with several store owners to uncover pain point details, focusing on usability.
Participated in store visits to view the process and hear from the drivers and owners what workarounds were created and what problem those were attempting to solve.
Proposed and prototyped new app screens with updated information hierarchy, integrating new scanning functionality and user flow with alternatives for scenarios where there is poor or no internet connection during the delivery.
Presented the final prototype to stakeholders, securing buy-in for development.
Result:
The redesigned app was launched 90 days after the completion of our work with an initial 30% increase in adoption and usage.
Role: UX Design, UX Research
