CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

Case Study for APM Hiring

Situation: Imagine you are the PM for a large, on-

demand food ordering and delivery platform in
India. It’s the day after a major holiday which has
historically driven your order volumes through the
roof. You look at your metrics and see a 35% drop
in overall orders for the holiday.

Submitted by
 CASE
CASE STUDY
STUDY Influencing
InfluencingFactors
Factors Possible
PossibleReasons
Reasons User
User Journey
Journey & Metrics Matrices
Conclusion Conclusion
Conclusion

Assumptions/ defining the base

-- 35% drop is wrt last year same holiday

--
-- The drop is only for one of the Metro

Ec
os
Restaurants

ys
-- Basis the participants of ecosystems, we will list

te
down all the influencing factors.

m
Users

Delivery Partners
 CASE
CASESTUDY
STUDY Influencing
InfluencingFactors
Factors Possible
PossibleReasons
Reasons User
User Journey
Journey & Metrics Matrices
Conclusion Conclusion
Conclusion

Price (Offers) Variety and number of restaurants Price Menu Delivery tracking service
Price

Delivery time Service quality Condition of food delivered Attitude of delivery person
 CASE
CASESTUDY
STUDY Influencing
InfluencingFactors
Factors Possible
PossibleReasons
Reasons User
User Journey
Journey & Metrics Matrices
Conclusion Conclusion
Conclusion

Reasons impacting the influencing factors; leading to drop and ranking of these reasons
Priority
Probability *
Reasons Probability (1-5) Impact (1-5)
Impact
Product Increased raw material cost/shortage, real-estate cost, inflation 1 2 2
Price Increase
Delivery Fuel price, automobile price 1 3 3

Bad publicity Social media backlash Due to delivery person misbehavior/ poor food quality 0.5 4 2

Decrease in promotion   Change/decrease in promotion in general and festival specific 2 3 6

Bug Application crashing, late response, malfunctioning, downtime 0.5 5 2.5

Application Issue
Payments Failure, Available options 0.5 4 2

Increased competition   Huge offers/ cash burn by competitor on holiday 3 3 9

Leave
Delivery fleet shortage
Strike
Traffic due to major event in
Increased delivery time city
Road constructions etc.
Majority of fleet on leave due to holiday 1 3.5 3.5
Possibility of pay/hike strike 0.5 4 2
Like election, Rally etc. 0.5 3 1.5
City going major road infra changes 1 3 3

Lesser number of
restaurants servicing   Increased dine-in customers 1 2 2

Power/Internet outage   Due to weather/ administrative activity 0.5 5 2.5

Lockdown/Curfew Due to political/ security/ pandemic reasons 1 4 4

Surprise Factors
Disease Transmissible deases makes people order less 0.5 4 2
 CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

Need Has there been a change in need of users ordering food online?

• Annual growth of users ordering online

• Annual growth of users going for dine out
• Annual growth of users opting for outside food

Awareness & Accessibility Has there been a change in spreading awareness about our company

• Total number of active users on our platform= Onboarding users - Attrition

• Average daily user onboarding: Success rate of marketing and advertising
• Average daily user attrition: Bad publicity, administrative reasons like lockdown and pandemic

Customer Experience Has there been any issue or change in customer experience

User open the Look for the

Adds into cart
Proceed for
Gets the delivery Post delivery
app product payment
 CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

Metric: Average number of times user is opening an app daily

Reasons for poor Metric: Competitors'’ price/promotion/service
User open the app

Metric: Average number of users dropping at this stage

Reasons for poor Metric: : App crashing, Slow response

Look for the product

Metric: Number of restaurants serviceable to users basis geo location

Reasons for poor Metric: Restaurants closed or not accepting the orders
Delivery partners not available to service from far
Adds into cart Application issue with improper restaurant display

Metric: Average rating of the restaurants shown basis geo location

Reasons for poor Metric: Our restaurant partners don’t have good quality food/ packaging
Proceed for payment
Metric: Minimum cost per diet/user of available restaurants basis geo location
Reasons for unfavourable metric: non-availability of economical restaurants

Gets the
delivery

Pos
t
del
ive
ry
 CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

User open the app

Metric: Average cart value per user per session

Reasons for poor metric: Poor assortment of products
Poor recommendation basis user profile
Look for the product
Lesser/no add-on suggestions

Metric: %daily users dropping after going to cart

Adds into cart Reasons for poor metric: Delivery fee is high/ Surcharge fee/ Free delivery not available
Coupons not working/ coupons not available

Metric: %daily users dropping at payments page

Proceed for payment Reasons for poor metric: Lesser number of payment options
Lesser/no payment offers

Gets the
delivery Metric: %daily payments getting failed
Reasons for poor metric: Downtime of Banks & PSP partners
Po
st
del
ive
ry
 CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

User open the app

Metric: %daily order delivered

Reasons for poor metric: Navigation issues for delivery person
Delivery person not able to contact user
Look for the product User location not reachable due to admin or road issues
Restaurant took too long to prepare order/ forgot to prepare

Metric: %daily order delivered on/ before time

Adds into cart Reasons for poor metric: Delay in food preparation
Lesser delivery fleet available
Traffic issues/ improper delivery location

Metric: %daily users dropping at payments page

Proceed for payment Reasons for poor metric: Lesser number of payment options
Lesser/no payment offers

Gets the
delivery
Metric: %daily orders with poor feedback of food quality/ packaging/ delivery
Po Reasons for poor metric: As mentioned above
st
del Metric: TAT for solving users grievance
ive Reasons for poor metric: Smaller customer support executive fleet
ry Poor customer complaint ticketing system
Improper training
 CASE STUDY Influencing Factors Possible Reasons User Journey & Metrics Conclusion Conclusion

Consolidated Metrics

• Annual growth of users (eating outside food/ going for dine out/ ordering online
• Average daily user onboarding/ Attrition
• Frequency of user opening the app daily
• Average number of users dropping after opening the application
• Number of restaurants serviceable to users basis geo location
• Average rating of the restaurants shown basis geo location
• Minimum cost per diet/user of available restaurants basis geo location
• Average cart value per user per session
• %daily users dropping after going to cart
• %daily users dropping at payments page
• %daily payments getting failed
• %daily order delivered
• %daily order delivered on/ before time
• %daily users dropping at payments page
• %daily orders with poor feedback of food quality/ packaging/ delivery
• TAT for solving users grievance