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GrubQR Product Requirement Document

ZC
Zoshua Colah

BUSINESS OBJECTIVE

Why Reducing In-Accurate Deliveries is Critical

Our current online food delivery business is very cost-intensive, low-margin, and scale driven with one of our goals for this year to be to drive operation costs down to become profitable.
And one of the key contributors to our operation costs is financial and time investments made in refunds and customer service due to inaccurate deliveries. In fact in 2020 over 25% of orders were inaccurate and incorrect with a majority these being due to the wrong order being picked up at the restaurant by the driver.

Keeping this in mind we believe it is imperative we invest into reducing inaccurate deliveries at GrubHub.

FEATURE OBJECTIVE

An Intro to GrubQR

GrubQR is a QR Code feature aimed at ensuring the correct meal reaches the correct customer.
With new feature, when an order is placed by a customer, the restaurant prepares the order, and places the order into a delivery bag with a printed receipt on it which as a QR code (unique to that order). This QR Code is then scanned twice, once by the GrubHub driver to verify they are picking up the correct order, and then by the customer to verify they are accepting the correct order from the delivery driver.

It will help our stakeholders in the following ways:

Customers:
Increase Accurate Orders Received
Reduce Occurrences of Having to Request Customer Support
Reduce Occurrences of Having to Wait for an Order to Replaced and ReDelivered
Drivers:
Reduce Orders Re-Delivered
(after a delivery error)
Reduce Poor Ratings received
(after a delivery error )
to Replaced and ReDelivered
Restaurants:
Reduce Orders Re-Prepared
(after a delivery error)
Reduce Poor Ratings received
(after a delivery error)

And it will help Ourselves (GrubHub) in the following ways:

Increase Delivery Accuracy
(and make GrubHub the leading platform for accurate orders)
Reduce Refunds Issued for Inaccurate Deliveries
Reduce Customer Support
(provided to customers receiving inaccurate deliveries)
Increase in Driver, Restaurant, and Customer Happiness
(and brand reputation)
Reduce Negative App Ratings

In the grand scheme of things what we expect to see is:

In 1 month:
GrubQR will be introduced to the top 10 restaurants in local markets for testing and we will validate that our delivery accurate rate increases within 2 weeks of this. We will initially prioritize building GrubQR for drivers and restaurants only.
In 3 Months:
GrubQR will be in the top 10 cities with us expecting a 20% reduction rate in incorrect orders reported.
In 6 months:
GrubQR will be deployed in all cities and will be now be available to customers as well. We expect us to see a further 10% reduction rate in incorrect orders reported.
Beyond 6 Months:
GrubQR will be able to allow customers to avail of customer rewards such as discounts and free meals (to be further explored)


SWOT ANALYSIS

How Will We Implement GrubQR?

The following is a breakdown of the identified strengths, weaknesses, opportunities, and threats of our product feature. Assumptions are made on the operational effectiveness of the product.

Screen Shot 2021-11-12 at 6.47.54 PM.png


SOLUTION

How Will We Implement GrubQR?

GrubQR will be implemented over the course of 2 quarters, with us requiring to build solutions for 3 platforms:
The GrubHub Restaurant App (used by restaurants preparing orders)
The GrubHub Driver App (used by drivers delivering orders)
The GrubHub Customer App (used by customers placing orders)
As part of our initial launch of GrubQR:
In-Scope
QR code verification system for an order and its contents. This can be implemented within the existing application to optimize order delivery operations.
QR code system for customer to provide driver and restaurant ratings.
QR code system for customer to view restaurant information and menu.
Out-of-Scope
Providing Reminders to Restaurants to know they have kept all meals into the order bag
Providing Rewards to Drivers for delivering accurate orders

QUARTER 1

GrubHub Restaurant Application

Our User / GrubHub Restaurant Staff and Owner

GrubHub Restaurant Staff are those who use the GrubHub Restaurant tablet application who are responsible for accepting and preparing the orders at the restaurant and handing over the order to the driver. In our current state as a service, they sometimes unintentionally hand over the wrong order to the driver thus increasing our total inaccurate orders.

Epic

As a Restaurant Owner, I want to Print the Receipt (with the QR Code for the order on it automatically) at the restaurant.

Restaurant Owner
2
As a
<user type>
I want
<goal>
so that
<benefit>
1
As
Restaurant
I want
to understand how GrubQR works for restaurant owners through an oboarding video or walkthrough
so that
I know how to use GrubQR
2
As
Restaurant
I want
to scan the QR Code for each order to be automatically generated
so that
I can spend instead on preparing the order
3
As
Restaurant
I want
to see an order notification with the auto-generated QR code for it when I view all details
so that
I can know the orders which are coming in and know that the QR code is generated
4
As
Restaurant
I want
to print the order receipt which has the QR Code on it
so that
I can attach it to the order parcel
5
As
Restaurant
I want
to see all my past orders and the QR code associated to it
so that
I know all the customers I have satisfied till date
6
As
Restaurant
I want
to see statistics on how many accurate deliveries I contributed to and how many inaccurate deliveries got prevented thanks to GrubQR
so that
I know how many accurate orders I have contributed to till date
7
As
Restaurant
I want
to see answers to commonly asked questions from restaurants using GrubQR
so that
I potentially have my doubts resolved quickly
8
As
Restaurant
I want
to provide feedback on the GrubQR feature after 1 week, 1 month, and 3 months via a survey form
so that
GrubHub knows my opinion and feedback on GrubQR
No results from filter



Intended Critical Feature User Behavior for Restaurant Staff

GrubQR Receipt Printer Feature:
User opens the application on their tablet
User taps on the order
User can view order along with the QR code associated to it
User selects print order receipt which prints the receipt with the QR code
GrubQR Onboarding:
User opens the application on their mobile device and is notified about the new GrubQR feature
User watches an onboarding video and tutorial on how to use GrubQR
User completes onboarding by reviewing a set of commonly asked questions
GrubQR Error Reporter
User opens the app
User selects an order
User selects the report an issue button
User selects the type of issue as an issue related to GrubQR
User is then prompted with options on how to seek support
Based on their selection, they then share the issue with the support team
Their issue is then taken over and resolved by the support team
GrubQR FAQ
User opens app
User selects “Help” tab
User then selects the section on GrubQR
User can then:
View all questions and answers
Search for questions
GrubQR Feedback Collector
User opens the app after 1 month, 3 months, 6 months and sees pop up asking them if they wish to opt in to providing feedback
If user says no they continue using rest of the app
If user says yes
Users are presented with a series of questions to provide their opinion and feedback
User confirm the submission of their response

QUARTER 1

GrubHub Driver Application

Our User / GrubHub Driver

GrubHub Drivers are those who have downloaded the GrubHub Driver application on their mobile device which they use to accept, pickup, and deliver orders from neighborhood restaurants to customers. In our current state as a service, they tend to unintentionally pickup the wrong order 1 out 4 times and deliver it to a customer thus increasing our total inaccurate orders.

Epic

As a Driver, I want to Scan the QR Code of a parcel, and verify I am picking up the correct order at the restaurant.

Driver User Stories
2
As a
<user type>
I want
<goal>
so that
<benefit>
1
As
Driver
I want
I want to understand how GrubQR works for drivers through an onboarding video or walkthrough
so that
I understand how to use GrubHub QR
2
As
Driver
I want
to scan the QR Code of a parcel I am picking up
so that
to know if I am picking up the correct order
3
As
Driver
I want
to know if the QR Code of the parcel I scanned is the QR of the order I need to deliver
so that
I can check I am picking up the correct order and start the delivery
4
As
Driver
I want
to be able to see all my past orders and the QR code associated to it
so that
I can see all the deliveries I have completed till date
5
As
Driver
I want
to report an error or problem thanks to GrubQR (if there is any)
so that
I can work with GrubHub to resolve any issues due to GrubQR efficiently
6
As
Driver
I want
to be able to see statistics on how many accurate deliveries I contributed to and how many inaccurate
so that
I know how many accurate deliveries I have contributed to
7
As
Driver
I want
to see answers to commonly asked questions from drivers using GrubQR
so that
I can know more about GrubQR and have my doubts resolved
8
As
Driver
I want
to provide feedback on the GrubQR feature after 1 week, 1 month, and 3 months via a survey form
so that
GrubHub can collect my opinion and feedback on GrubQR
No results from filter


Intended Critical Feature User Behavior for Drivers

GrubQR Code Scanner:
User opens the application on their mobile device
User taps on the order
Views and taps on the Verify Pickup (with QR code icon) button
Places their phone over the receipt to scan the QR Code
If correct order they view a green tick mark and are told they can start the delivery
If incorrect order told to put it back and inform the restaurant owner that this parcel was not for them
GrubQR Onboarding:
User opens the application on their mobile device and is notified about the new GrubQR feature
User watches an onboarding video and tutorial on how to use GrubQR
User completes onboarding by:
Reviewing a setup of commonly asked questions
Answering a short mini quiz to verify they understood how GrubQR works
GrubQR Error Reporter
User opens the app
User selects an order
User selects the report an issue button
User selects the type of issue as an issue related to GrubQR
User is then prompted with options on how to seek support
Based on their selection, they then share the issue with the support team
Their issue is then taken over and resolved by the support team
GrubQR Statistics
User opens the app
User clicks on their profile
User views statistics on all past orders and how many accurate deliveries they contributed to
GrubQR FAQ
User opens app
User selects “Help” tab
User then selects the section on GrubQR
User can then:
View all questions and answers
Search for questions
GrubQR Feedback Collector
User opens the app after 1 month, 3 months, 6 months and sees pop up asking them if they wish to opt in to providing feedback
If user says no they continue using rest of the app
If user says yes
Users are presented with a series of questions to provide their opinion and feedback
User confirm the submission of their response


QUARTER 2 & 3

GrubHub Customer Application & Website

Our User / GrubHub Customers

GrubHub Customers are those who have download the GrubHub customer facing application or are accessing the GrubHub customer facing website through which they can place orders for meals to be delivered to them from neighborhood restaurants (listed on GrubHub). In our current state as a service they tend to receive an inaccurate order 1 out of 4 times (25%) which leads to them being hungry for longer and having to spend time with our customer service team to resolve the issue. This happens due to 2 key issues:
The wrong order was picked up at the restaurant by the driver
The wrong order was received by them due to a driver unintentionally (dropping the parcel at the wrong address)

Issue 1 is already being resolved by the GrubQR feature being added by the GrubHub Driver and Restaurant Application. However Issue 2 needs to be resolved from the customer end as they need to first-hand verify that they are receiving the correct order.

Epic

As a user I want to use the GrubHub Customer App to scan the QR Code of a parcel and verify I am accepting the correct order from the Driver at my doorstep.

Customer User Stories
2

Intended Critical Feature User Behavior for Customers

GrubQR Code Scanner:
User opens the application on their mobile device
User taps on the order
Views and taps on the Verify Pickup (with QR code icon) button
Places their phone over the receipt to scan the QR Code
If correct order they view a green tick mark and are told they can accept the delivery
If incorrect order told to put it back and inform the driver that this parcel was not for them
GrubQR Onboarding:
User opens the application on their mobile device and is notified about the new GrubQR feature
User watches an onboarding video and tutorial on how to use GrubQR
User completes onboarding by reviewing a set of commonly asked questions
GrubQR Error Reporter
User opens the app
User selects an order
User selects the report an issue button
User selects the type of issue as an issue related to GrubQR
User is then prompted with options on how to seek support
Based on their selection, they then share the issue with the support team
Their issue is then taken over and resolved by the support team
GrubQR View Order and Restaurant Information
User opens the app (after they have successfully accepted the order)
User selects the QR Code scanner on their device and scans QR code on the receipt and can view items in the order and the restaurant information
GrubQR View Order and Restaurant Information
User opens the app (after they have successfully accepted the order)
User selects the QR Code scanner on their device and scans QR code on the receipt
User can view items in the order and the restaurant information and
in addition
to this can also see buttons called rate my driver and rate my restaurant
User can then submit their rating by selecting either one of the buttons
GrubQR FAQ
User opens app
User selects “Help” tab
User then selects the section on GrubQR
User can then:
View all questions and answers
Search for questions
GrubQR Feedback Collector
User opens the app after 1 month, 3 months, 6 months and sees pop up asking them if they wish to opt in to providing feedback
If user says no they continue using rest of the app
If user says yes
Users are presented with a series of questions to provide their opinion and feedback
User confirm the submission of their response

DESIGN

How will the design look?

Currently we have created the following mockups which can be seen below. These are just representative of what we expect the feature to look and work like and will be worked on further by the UX Design team. gma

Group 8.png
bag.png

IMPROVEMENTS

Revenue Impact

Increase in Delivery Efficiency means Drivers can deliver more orders and hence collecting more revenue (as they are not redelivering order corrections)

Bottom Line Impact

Lesser investment in customer support and refunds means more revenue is retained

Metrics Impact

Increase in Daily Active Users, Monthly Active Users due to increase in delivery accuracy. These will be measured by total unique customers placing orders daily and monthly.
Increase in Engagement as our brand reputation increases due to increase in delivery accuracy. These will be measured by total unique orders placed in a day.
Increase in App Store rating as our brand reputation increases

LAUNCH PLAN

How will this project be launched?

Who needs to be notified of this launch (internal/external)?
All Users Will be informed of this feature internally and externally through the following mediums:
Onboarding Tutorial After App Update
Online Advertisement showing GrubHubs commitment to Delivery accuracy
Press Release
Blog Articles
Collaboration with famous vloggers promoting the use of GrubHub and highlighting the benefits of GrubQR to customers
For a smooth roll out to take place we will first be testing our application with the top 10 restaurants in leading cities to collect feedback and make improvements.

FOLLOW THROUGH

Who is Responsible for Making This Project a Success?

- Who is responsible for the success of this feature?
The GrubHub Delivery Management Team will be responsible for the success of this feature.
- When or at what cadence will we determine success?
When the defined features for Q1, Q2, and Q3 are developed and free of bugs the project will be determined a success for the development team. For the business and product team the definition of success is listed below.



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