Grubhub // Order Tracking
A lack of information and context left diners unsure of where their food was, leading them to contact our customer care team to check order status.
Project Goals
By providing the right information and transparency around an order’s status, users needed to feel more confident in knowing when their food would arrive and not be compelled to call customer care; ultimately reducing the number care calls and monetary concessions given out.
Overview
The scope of the project focused on the desktop post-order delivery and pickup experiences with fast follows on native platforms due to existing technical restraints.
The previous experience did not explicitly show order status until the user clicked through to the order tracking page.
Users now land on a single page experience that shows both order status and order details.
We needed a way to provide users better clarity on why certain orders could not be tracked.
Worked through different states of restaurant self delivery and pickup orders to better reflect ETA and set better expectations.
Results
Successfully reduced $47k in estimated monthly care concessions and an estimated total LTV of $208k
Next steps
Since launch, smaller steps were taken to build out the first phase of the native experience and additional features worked on included diner to driver contact, better contextual messaging across the order journey and integrations with our help pages.