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5 takeaways from Deliveroo

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Essential tips for great product design.

There is a lot to learn from Deliveroo

Regarded as the darling of London’s start-up scene, Deliveroo has radically shaken up the way we think about takeaway food.

It was only a few years ago that it was virtually impossible to get premium, restaurant-quality food delivered to our doors. Today, thanks to Deliveroo’s partnerships with restaurants in 54 cities around the globe, you can now get incredible food delivered to your door - with just a few taps on your smartphone.

At Deliveroo’s heart lies an ambition to improve the customer experience of food delivery. With this in mind, we have unpicked five essential lessons that we think everyone involved in product and service design should takeaway.

See what we did there? #sorrynotsorry

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Deliveroo is great at getting you hooked - with as little initial effort as possible.

There are only two onboarding screens; the first (shown left) introduces the app, while the second (shown right) simply prompts the user to enable location services.

Unlike most other apps, you aren’t asked to create an account straight away.

Instead, you are able to explore the app, choose a restaurant and even start selecting items to order. It is only when you place your very first order that you are asked to create an account.

Friction-free onboarding

TAKEAWAY TIP #1

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With its simple, intuitive user interface (UI), Deliveroo has significantly streamlined the food delivery workflow.

From discovery to order completion, it is clear Deliveroo has really focused in on the UI to reduce unnecessary interactions. This is critical to getting food to your door in the least amount of time possible.

Take the menu selection process, for instance. Choosing what you want to eat is often a complicated task. You might be ordering multiple items, in varying quantities - you might even change your mind halfway through. Deliveroo makes this process as simple as possible.

A single tap adds items to you order. Multiple taps increase the quantity. If you change your mind, a single swipe deletes items from your order - easy peasy.

Laser-focused UI

TAKEAWAY TIP #2

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TAKEAWAY TIP #3

Deliveroo have streamlined payment to a single tap.

There’s no need to continuously input your payment details - if you are an iPhone user, the app defaults to Apple Pay, saving you from having to fumble around for your card information. All you have to do is tap your finger on the reader to confirm your payment with Touch ID.

For Android users, or those who don’t have access to Apple Pay yet, it’s just as quick and easy. The app remembers your card details so that you only ever need to input them once. After that, orders can be placed in a single tap.

Super streamlined payments

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Deliveroo completely removes the ‘unknown’ from the food delivery experience.

Are they preparing my food? Is it on its way? Have they totally forgotten about me? The ‘unknowns’ of food delivery can make for a truly frustrating experience - talk about hangry.

What is great about Deliveroo is that you are always in the know, throughout the experience. You can see the status of your order, the location of your delivery on a map, and the expected time it will take to arrive.

Removing the ambiguity of food delivery provides for a smooth, stress-free experience that keeps you coming back again and again.

Constant reassurance

TAKEAWAY TIP #4

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Deliveroo thrives on customer feedback.

Very much like Uber, before you can place your next order, you are asked to rate your previous experience out of 5 stars.

Capturing feedback is essential to maintaining the integrity of the service by ensuring that the best drivers and restaurants are allowed to keep working with Deliveroo.

It also allows Deliveroo to continuously improve its product offering by pinpointing any flaws in the user experience at scale.

Improvement, baked-in

TAKEAWAY TIP #5

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