Deliveroo; GoodEats

Project Name: GoodEats

Project Vision: To infuse positive nutritional choices and an engaging dining experience into
Deliveroo's platform, fostering healthier eating habits and stronger user engagement. This will
be done by building features that improve user engagement through a streamlined onboarding
flow, an enhanced presentation of product categories, and by introducing Dietary Analysis
capabilities, promoting healthier eating habits while maintaining a seamless and intuitive
interface. These combined efforts aim to drive user satisfaction and engagement within the
Deliveroo platform.

Objectives:
● Implement a recommendation system that provides users with tailored suggestions for
healthier meals based on their dietary preferences and previous orders.
● Enable users to track their daily calorie intake and nutritional balance, fostering
mindfulness about their dietary habits.
● Introduce challenges and rewards related to healthier eating, motivating users to make
positive dietary changes.
● Continuously analyze user data to refine the recommendation algorithm and improve the
overall effectiveness of the campaign in promoting healthier eating habits and increasing
user engagement
● Provide a user-friendly and intuitive interface that enhances the user experience.

Target Audience:
The project aims to engage health-conscious individuals and users looking to make nutrition-
based food choices on the Deliveroo platform.

Key Features:
Onboarding Enhancement:
Streamlining the onboarding flow to seamlessly incorporate dietary preferences and nutritional
choices for a personalized and user-friendly experience on Deliveroo.
Meal Display Screen Enhancement:
Enhancing the presentation of product categories to provide users with a visually appealing and
informative navigating experience on Deliveroo.
Dietary Analysis Integration:
Introducing detailed dietary analysis reports to empower users with valuable nutritional insights,
fostering healthier eating habits on Deliveroo.

Desired Outcomes:
 ● Increased User Engagement: Users actively participate in the dietary analysis and
healthy eating features, leading to higher engagement with the Deliveroo app.
● Healthier Meal Choices: Users opt for more nutritious meal options, resulting in improved
dietary habits and better overall health.
● Personalized Experiences: Users receive tailored recommendations that align with their
dietary preferences, leading to a more satisfying dining experience.
● Nutritional Awareness: Users become more informed about the nutritional content of
their meals, promoting better decision-making.
● Allergen Safety: Users with dietary restrictions or allergies order meals confidently,
knowing that allergen information is accurate and accessible.
● Data-Driven Optimization: Continuous data analysis enables the fine-tuning of
recommendation algorithms and feature enhancements to better serve users.
● Healthier Eating Habits: Users adopt and maintain healthier eating habits over time,
positively impacting their well-being.

User Research Findings

User Needs and Pain Points:

● Diverse Dietary Needs: Users have diverse dietary preferences and restrictions,
including vegan, gluten-free, and nut-free diets. They need a platform that caters to
these varied needs.
● Nutritional Awareness: Users expressed a desire to be more informed about the
nutritional content of their food orders. They feel that having this information readily
available would help them make healthier choices.
● Allergen Safety: Users with food allergies emphasized the importance of accurate
allergen information. Any uncertainty about allergens in their meals can be a significant
pain point.
● Simplicity and Convenience: Users value a seamless and user-friendly experience.
Complex onboarding processes or menu navigation can deter them from using the app.
● Health Goals: Many users have health-related goals, such as weight management or
improving their overall diet. They seek guidance and support in achieving these goals.

Preferences and Expectations:

● Personalization: Users expect personalized recommendations based on their dietary
preferences and past orders. They value recommendations that align with their taste and
health goals.
● Transparency: Users prefer a high level of transparency regarding the nutritional content
of menu items, including calorie counts, macronutrient breakdowns, and allergen
information.
● Efficient Onboarding: Users prefer a straightforward onboarding process that allows
them to set their dietary preferences and restrictions quickly and seamlessly.
 ● Gamification: Some users are open to gamified elements that encourage them to make
healthier choices and reward their progress.

Design Considerations:
● Clear Nutritional Labels: The presentation of nutritional information, including calories,
should be clear and easily accessible within the menu items. Icons and labels should be
intuitive.
● Personalized Dashboards: Design personalized user dashboards that display dietary
insights, recommendations, and progress tracking in an organized and visually
appealing manner.
● Accessible Allergen Alerts: Ensure allergen information is prominent and easily
identifiable in menu items, with clear labels for common allergens.
● Progress Tracking: Develop visually engaging progress tracking tools, such as charts
and graphs, that allow users to see their dietary improvements over time.

User Personas

Persona 1: Health-Conscious Hannah

Background:

Age: 32
Occupation: Yoga Instructor
Dietary Preferences: Vegetarian
Health Goals: Weight management, balanced nutrition

Needs and Pain Points:

Wants to find delicious and nutritious vegetarian options quickly.

Values detailed nutritional information to make informed choices.
Appreciates a sense of community to share healthy living tips.
Occasionally orders indulgent treats but wants to balance them with healthier meals.

Expectations:

Expects personalized vegetarian meal recommendations.

Wants a user-friendly app that simplifies the ordering process.
Values articles and resources on plant-based nutrition.
Expects a supportive community of health-conscious individuals.

Design Considerations:
Personalized vegetarian meal suggestions.
Clear and easily accessible nutritional labels.
Educational articles on plant-based diets.

Persona 2: Allergic Alex

Background:

Age: 28
Occupation: Software Developer
Dietary Preferences: Nut-free, gluten-free
Allergies: Tree nuts and gluten
Health Goals: Avoid allergens, maintain energy levels

Needs and Pain Points:

Needs accurate allergen information to ensure safe dining.

Finds it challenging to identify suitable menu items when dining out.
Seeks a simple and efficient way to set allergy preferences.
Values a platform that prioritizes allergen safety.

Expectations:

Expects clear and reliable allergen alerts on menu items.

Values a straightforward onboarding process for allergy preferences.
Prefers an app that simplifies the menu navigation for allergen-specific choices.

Design Considerations:

Prominent allergen alerts on menu items.

Effortless allergen preference setting during onboarding.
Streamlined menu navigation for allergen-free choices.

Persona 3: Curious Carol

Background:

Age: 45
Occupation: Marketing Manager
Dietary Preferences: Omnivore
Health Goals: Exploring healthier options, losing a few pounds

Needs and Pain Points:

Curious about healthier meal choices but doesn't know where to start.
Values guidance on making gradual dietary improvements.
Occasionally orders indulgent meals but wants a balance.
Enjoys sharing her discoveries with her social circle.

Expectations:

Expect user-friendly educational content on healthier eating.

Appreciates a gamified approach to encourage healthier choices.
Prefers an app that offers occasional indulgent treats.

Design Considerations:

Accessible educational content on healthier choices.

Gamification elements to encourage healthier eating.
A mix of healthier and indulgent menu options for variety.

User Flows

Onboarding Enhancement:

User Flow - Setting Dietary Preferences during Onboarding

● First-time user launches Deliveroo app.
● User is greeted with a welcome message.
● User is prompted to sign up with an email and phone number
● User is prompted to set dietary preferences.
● User selects dietary restrictions, allergies, and taste preferences.
● User inputs specific dietary information, such as nut allergies or vegan preferences.
● User is encouraged to complete the setup but can skip if desired.
● User profile is updated with dietary preferences and health goals.
● User is directed to the home screen with personalized meal recommendations based on
their dietary preferences.

Meal Display Screen Enhancement:

● User opens the Deliveroo app and lands on the home screen.
● User taps on a category or searches for a meal.
● User is taken to an enhanced category page or search result page.
● User sees a visually appealing display of restaurant names, ratings, distance, delivery
cost, delivery time, and now, calorie and ingredients information.
● User taps on the information icon of the calorie and ingredients section to see a detailed
meal page, with nutritional information, allergen alerts, and health labels.

Dietary Analysis Integration:

 ● User taps on the "My Account" section of the app.
● User selects "Dietary Analysis" from the menu.
● User is presented with an overview of their recent dietary choices (daily, weekly, or
monthly).
● User can see metrics like total calories consumed, macronutrient distribution, and
adherence to dietary preferences.

Functional Requirements

User Onboarding:
Users can create accounts using email, phone number, or social media profiles.
Users receive a verification code to confirm their identity during registration.
Users are encouraged to provide dietary preferences and restrictions during profile setup.

Menu Browsing:
Category Navigation:
Users can browse restaurant categories and search for meals with clear and appealing visuals.
Meal Details:
Users can view detailed meal information, including descriptions, prices, ratings, delivery time,
and delivery cost.
Nutritional information, allergen alerts, and health labels are displayed.

Customization:
Users can customize meal options (e.g., choosing toppings or sides).
Dietary preferences and restrictions are considered in customization recommendations.

Dietary Analysis:
Dietary Overview:
Users can access dietary analysis reports summarizing their daily, weekly, or monthly food
consumption.
Reports display calorie intake, macronutrient distribution, and nutritional goals.
Meal History:
Users can view a history of their past orders, including nutritional information and allergen
alerts.

Localization:
The app supports multiple languages to cater to an international user base.

Technical Constraints

Platform Compatibility:
Compatibility with a range of mobile platforms (iOS, Android) and their respective versions.
Ensuring compatibility with various screen sizes and resolutions to accommodate different
devices.

Mobile Device Variations:

Handling diverse mobile device variations, including smartphones and tablets, each with varying
processing power and screen dimensions.
Ensuring responsive design and layouts to adapt to different device types.

Performance:
Optimizing app performance to ensure smooth operation and quick response times, even on
lower-end devices.
Managing data loading efficiently to prevent sluggishness and reduce data usage.

Security and Data Privacy:

Implementing robust encryption methods to secure user data during transmission and storage.
Complying with data privacy regulations (e.g., GDPR) and ensuring user consent for data
collection and usage.

Integration:
Integrating with external services (e.g., nutritional databases) while maintaining data integrity
and security.
Ensuring API compatibility and stability for third-party integrations.

Scalability:
Designing the system architecture to handle increased user load and data volume as the app
gains popularity.
Ensuring that backend servers and databases can scale horizontally as needed.

Data Storage and Management:

Efficiently managing user data, dietary preferences, and order histories in a scalable database
system.
Implementing data retention policies and ensuring data backups for disaster recovery.

Performance Optimization:
Continuously monitoring and optimizing app performance through techniques like caching, code
optimization, and load balancing.
Implementing content delivery networks (CDNs) for faster content delivery.

Device Permissions and Privacy:

Setting up comprehensive testing procedures, including unit, integration, and user acceptance
testing.
Ensuring the ability to debug and troubleshoot issues across different device types and
operating systems.
Testing and Debugging:
Ensure that the design supports effective testing and debugging processes.
Design should allow for easy identification of issues, error handling, and logging of relevant data
for debugging purposes.

Implementation Workflow

Developer Time Estimation

Task Estimated Time (in hours)

UI Design 20

Backend API 30

Recommendation Engine 25
 Frontend Integration 15

Testing and QA 15

Contingency 10

Total Estimated 115 hours

This table provides an overview of the estimated developer time required for implementing the
feature. It includes tasks related to both the frontend and backend aspects of the project.

Marketing Strategy

1. Initial Target Audiences:

London, UK:
Rationale: Deliveroo's headquarters and a diverse, health-conscious market.

San Francisco, USA:

Rationale: Known for its tech-savvy and health-conscious population.

Sydney, Australia:
Rationale: A city with a strong focus on fitness and healthy living.

Singapore:
Rationale: A market that appreciates innovation in food delivery services.

Toronto, Canada:
Rationale: A multicultural city with a growing interest in health and wellness.

2. Marketing Campaigns and Timelines:

Email Campaign (Existing Users) - Duration: 4 Weeks

● Week 1: Launch announcement in London, emphasizing local health-conscious options.

● Weeks 2-4: Follow-up emails featuring success stories and tips from users in the initial
launch cities.

Social Media Campaign (All Audiences) - Duration: Ongoing

 ● Continuous posts showcasing local health-conscious meals in each launch city.
● Share content from fitness influencers based in these cities.

Partnership with Fitness Influencers (Health and Fitness Enthusiasts) - Duration: 2 Months

● Month 1: Collaborate with influencers based in San Francisco, Sydney, Singapore, and
Toronto.
● Month 2: Highlight user-generated content from these cities' influencers.

In-App Promotions (All Audiences) - Duration: Ongoing

Utilize banners and pop-ups within the app tailored to each launch city's dining culture.

Educational Blog Series (Social Media Audience) - Duration: 8 Weeks

Weekly blog posts featuring local health-conscious dining trends and nutritional insights in the
launch cities.

Webinars (New Users) - Duration: 1 Month

Host weekly webinars specifically targeting potential new users in the initial launch cities.

3. Expected Outcomes:

Increased User Engagement: Anticipate a 15% increase in user engagement with the dietary
features over three months, as measured by the number of users setting dietary preferences
and tracking their nutritional progress.

Higher Adoption of Dietary Features: Expect a 20% increase in the adoption rate of the
dietary features among existing users within the first two months after launch.

User Growth: Aim to attract 10,000 new users interested in health-conscious dining in the first
quarter after the launch.

Positive User Sentiment: Monitor social media sentiment and expect a 10% increase in
positive sentiment related to our dietary features within the first two months of the campaign.

Influencer Impact: Measure the effectiveness of influencer partnerships by tracking user

engagement with sponsored content and expecting a 30% increase in downloads from
influencer promotions.