Project three: What3words x SUPPER

Company: SUPPER

What is what3words?
What3words is a geocode system that encodes geographic coordinates into three dictionary words. SUPPER partnered up with W3W to increase user engagement and activity.

Target Users

All end users on SUPPER.

Use case

  1. As a user, I want to be able to order to a London park using what3words location so that I can enjoy fine dining experience in a summery park.

  2. As a user, I want my address, which is difficult to find, to be selected via what3words so that I don’t need to explain to the driver every time I order.

Hypothesis

  1. Summer in London is a great time to dine al-fresco, so users will want food delivered to an outdoor location.

  2. Using a what3words address at checkout will save time and make the experience more convenient for the user. It will also make order deliveries quicker and lessen the late deliveries.

  3. Drop offs on home page and results page may be due to the lack of results, which means as long as there are parks around the user, more results will show up.

Analytics

  • Only 22% of all active users were returning customers

  • Our biggest drop off point was the home page with 43%

  • The next biggest drop off point was the results page with 30%

  • Average of 10% of orders that arrive late 20 minutes or more/day.

Project Goal

  • Increase active usage by 2%, especially returning user usage

  • Decrease the % of drop-offs on home page from 43% to 30%

  • Decrease the % of drop-offs on results page from 30% to 15%

  • Decrease the % of late orders by 5%

Ideation session

I facilitated a workshop with the stakeholders to understand user pain points and where what3words could elevate the experience.

Three end-points

After the workshop, we decided to place what3words in three different parts of our existing user journey.

Park Delivery
Users can meet drivers at designated pickup points using specific w3w addresses.

Checkout
When adding delivery addresses, users can add a w3w address if their house is difficult to find or speed up the process in general.

My Accounts
Though they are not ordering, they can add an address to their accounts.

User interviews

7 users / returning and new customers / male and female / 35 - 55

Questions Asked
What are some of the first things that you consider when doing Picnics in London?
Have you heard of what3words and what do you think about it?
What do you struggle with the most when communicating London addresses?

Pain Points
Picnics - locations, carrying around a lot of items, cutlery
Writing down location instructions are laborious. Loyal customers shouldn’t have to do this with a luxury service.

User journey and pain points

Sketches and wireframes

Final designs

Park Delivery on iOS

Park Delivery on desktop

Adding delivery address on iOS

Adding delivery address on desktop

Project outcomes

  • 20% increase on new users, whereas returning users have remained the same

  • decreased the drop off percentage to 34% on home page

  • decreased the drop off percentage by 19% on results page

  • lowered late deliveries to 4%

Learnings

  • Tradeoffs - Knowing what to prioritise (MVP) and adjusting design accordingly.

  • Usage of w3ws - We wanted to give our users so much freedom at first by searching for food in their area via w3ws, but we needed to simplify their journeys. We altered their journey so it is more streamlined, yet they can do what is needed.