Introducing

Self Onboarding

A brand new way of onboarding your restaurant on your own and increase your revenue and visibility in your locality/ city.

IMPACT

70%

Of organic users successfully self onboard.

50%

Churn reduction in probation period.

Enabled sales warriors to onboard restaurants easily.

The big picture

Delivery Hero has set an ambitious goal of onboarding 2 million restaurants worldwide within a year to contribute to a 50% increase in total orders. However, the current manual onboarding process through sales is expensive and time-consuming, taking up to 5 to 6 years to achieve the goal. To address this challenge, we proposed a self-onboarding experience that is easy to scale and cost-effective.

Assisted onboarding is key for staying competitive, but self-onboarding could be a game-changer with the right incentives to shift user mental models.

Discovering the problem

We interviewed 12 users who recently completed the onboarding process and shadowed salespeople to gain insights from users undergoing onboarding.

We then mapped all the research findings in a journey map and identified a list of pain points and areas of opportunity.

Top pain points in the journey

1. High drop due to onboarding fee

The majority of users drop out due to high onboarding fees and commissions

4.Unavailable images and documents

Users lack the necessary information, documents, and dish photos, leading to unpreparedness.

2. Complicated registration process

Overwhelming, with excessive document requirements, causing users to struggle to complete the registration

5. Heavy churn in 15 days of onboarding

Heavy churn within the first 15 days due to a lack of orders or no orders.

3. Takes 5 days to go live

Menu creation and setting opening hours is a cumbersome process and involves multiple back and forth actions and result in delay.

Oportunities

1. Introduce free onboarding

Introduce free self-onboarding, with increased fees for assisted onboarding

4. Incredibly friendly design

Eliminate the need for operations / onboarding teams pre-live verification

2. Reduce the required info & documents

Streamline required documents and information for quicker go-live

5. Provide more orders during probation period

Offer initial restaurant boosting to reduce churn during probation

3. Reduce onboarding time to same day

Design a seamless onboarding process for one-step completion

DESIGN BRIEF

Craft an effortless onboarding experience for restaurant owners, allowing completion within 15 minutes, sparking the joy of orders instantly.

Information reduction

We have aligned the sales, operations and local legal teams internally to reduce necessary info and documents to go live.

The operations team will collect the missing documents post onboarding through email and complete the verification process.

Design decisions

Progressive disclosure

Using progressive disclosure as an interaction model can ease users into onboarding compared to overwhelming them with a long form.

Optimize for the time, not the interface or the number of steps

Reducing the number of steps doesn't always speed up onboarding. Adding too many actions per step can hinder comprehension and increase cognitive load, resulting in drop-offs and longer completion times. Optimize for simple, quick steps to keep users moving forward efficiently.

One bite at a step

Ask about one topic at a time during onboarding and avoid unnecessary information collection. For instance, refrain from combining personal details and bank information in a single form.

Keep the user informed and assist

Keep users informed about their progress during onboarding and provide tools for assistance rather than simply supplying information.

Rapid testing of crucial design decisions

Based on our research findings, we've identified user-generated menu creation and setting opening hours as major challenges. To address this, we rapidly prototyped menu creation modules and tested them in the UAE market. We I followed guided and think-aloud methodologies, to identify experience gaps using Figma prototypes.

LEARNINGS

Users paid little attention to the visual aids designed to aid their understanding of restaurant representation post-onboarding.
Users found it confusing to create and upload dish images in two separate steps.
Many users lack dish photographs and rely solely on printed menus.
Users either lack dish descriptions or find it exhausting to type them for each item.
Setting up opening hours was straightforward, with users encountering no issues completing this step.

Self Onboarding

Now users can easily list their restaurant on their own and start receiving orders immediately. Progressive disclosure ensured that the onboarding experience is not overwhelming and users could accomplish their goal in 15 to 30 minutes.

Including the feedback from usability testing helped us improve the experience further by providing AI tools for the users to create their initial menu quicker.

A quick demo of how easily users can list their restaurant

This project involves mobile and desktop designs and the flow includes multiple screens. Please go through the Figma files for all the screens.