Conjoin Case Study: Innovating Small-Order Solutions in Food Delivery Apps
Problem
In the current landscape of food delivery services, minimum order requirements often deter users who need smaller, more specific orders. While those desiring full meals easily surpass these minimums, there's a notable loss of business on smaller orders and a missed opportunity for user satisfaction. This issue is not limited to late-night cravings but extends to various scenarios where users seek a light meal or a specific item, we found that during study time at universities this idea was feasible.
Overview
Conjoin is a proposed feature for food delivery apps aimed at redefining the way users place small orders, catering to a segment often overlooked due to minimum order requirements.
Idea Initiation and Story
The concept for Conjoin emerged from a personal experience. While at work, I faced the challenge of wanting a small meal, under the minimum order requirement, only to find that no one nearby was interested in ordering. I reached out through a company communication platform and connected with someone on a different floor who also wanted a small order. This incident sparked the idea for Conjoin - a solution to bridge the gap between user needs for smaller orders and the operational model of food delivery services.
User Research
Partnering with Hadassah Academic College, I conducted research involving over 100 participants. This study provided significant insights into user behaviors and preferences regarding food order sizes, revealing a clear demand for more flexible ordering options in existing food delivery platforms. 68% of Users mentioned they do not order to campus due to the minimum. Of the 68%, 72.5% mentioned that with Conjoins plug in, they would order to campus. 23% of respondents mentioned frustration that they could not order below the minimum without occurring extra charges.
Concept Development
With a solid foundation of user research, I further developed the concept of Conjoin. This phase culminated in pitching the idea to Wolt, a major player in the food delivery industry. The proposal detailed how Conjoin could seamlessly integrate into their existing app, offering a new feature that allows users to pair up for combined orders, thus bypassing minimum order value constraints.
Outcomes
Prototype Success:
he successful coordination of 49 orders through a WhatsApp group in two months demonstrated the practical demand for Conjoin.
Business Interest:
The presentation to Wolt indicated a positive reception from industry stakeholders, acknowledging the potential of Conjoin to enhance user experience and business models.
Current UI Interface
Solution: Conjoin Feature
Conjoin is designed as an add-on feature that can be integrated into existing food delivery apps. It enables users to connect with others in their vicinity who also wish to place small orders. This feature not only helps users to meet their specific meal requirements without overspending but also opens a new revenue stream for restaurants and delivery services by tapping into the previously inaccessible market of small orders.
