Improving the User Experience with New Features

By: Kiran Chandran, Vice President, Consumer Product

From the moment a user opens the Grubhub app to look for their next meal, their experience matters from start to finish. That's why we've added new features that improve every aspect of the user journey - from helping find the perfect restaurant to showing what credits are available in a user's digital wallet, offering faster delivery, improving order tracking and more.

Homepage Personalization
We now have a selection of more than 30 personalized recommendation carousels on our homepage so that every user can find what they're looking for. Examples of carousels include merchants with ETAs of 30 minutes or less, merchants from a user's favorite cuisine, items similar to the user's most ordered item, new nearby merchants;convenience, grocery and more; national brands; and others.

To show the most relevant content for users, we use historical click-through and conversion rates to select which carousels a user sees. We consider whether the user is new or returning, time of day, day of the week, and location. For return users, we show recommendations that factor in their past order history, such as similar merchants to their most recent orders. This improved homepage personalization allows us to display the most relevant recommendations for each user, which increases the likelihood they place an order in that moment and the future.

Wallet
Users can have multiple forms of credit tied to their account (such as gift cards, Care concessions, Grubhub+ credit, and a line of credit), which can make it hard to keep track. To
better display a user's credits, we've created Wallet, an informational component that shows how much and what types of credits a user has.

Wallet is accessible on the Grubhub homepage, ensuring users can view all their credits before placing an order. Since launching this feature, we've seen higher utilization across all credit types.

Add-On Recommendations at Checkout
With our new cross-sell placement, users can finalize their carts with ease. We know from user feedback that they appreciate menu item recommendations that inspire and encourage them to try new things. With our new 'You might also like' suggestions on the cart screen, users are shown recommended items while confirming their order details. Whether it's a forgotten dipping sauce for nuggets, adding fries to a burger, or trying a new side, no item is left behind with this feature.

Priority Delivery
With their main items and any add-ons now in their cart, users are ready to check out and select their delivery method. We know our users value speed and convenience, and we're excited to double down on both by offering Priority Delivery. Priority Delivery is a new feature that allows users to receive orders delivered by Grubhub's network of couriers faster. At checkout when available, users can select Priority Delivery for $2.49 and take advantage of the faster ETA than standard delivery.

For Grubhub+ members, we offer Priority Delivery at a lower cost on eligible orders, allowing members to benefit from additional savings. For a limited time, Grubhub+ members can try Priority Delivery at no extra cost. Availability depends on a user's location and Grubhub delivery supply in a given market.

Live Activity Tracking
Once a user places their order, the natural urge to refresh their phone to see their order status kicks in. To make it easier for users to know where their order is in the delivery process, we've added Live Activity Tracking for iOS. Live Activity Tracking allows users to stay updated on their order status and ETA directly from their home and lock screens. Previously, users would have to wait for a push notification or click into the Grubhub app.

Self-Service Order Not Received
Our priority is to have every order completed without incident, but when things don't go as planned, we do our best to make things right. With the Self-Service Order Not Received feature, users can automatically report and resolve issues by visiting Grubhub's 'Help' page. Without having to talk to an agent, users can request re-delivery of their order with no fees or a full refund back to their account. By automating this process, users have a better Care experiencewhich increases the likelihood they place future orders.

"With the speed that technology and user expectations change today, advancements that keep Grubhub ahead of the curve and strengthen the user experience are crucial. We're proud to keep improving our product with new features that make ordering food easier, faster and more enjoyable for everyone."

- Kiran Chandran, Vice President, Consumer Product

Stay tuned as we continue to make updates throughout the year!

Public link

Please use the above public link if you want to share this noodl on another website.