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Bringing food delivery to the hospitality sector

Hotels want to provide more value to their guests when they don't offer on-site restaurant options. Our solution allows guests to make the most out of their visit by seamlessly ordering food to the hotel from any nearby restaurant.

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My role & responsibilities

SR. PRODUCT DESIGNER

  • Define product goals 

  • Understand potential and current challenges from existing dining behavior at MVP pilot properties

  • Define personas

  • Design user experience

  • Partnered with product team lead and a team of 4 engineers to build the mobile solution

The problem

Hotels without dining

Many hotels offer limited or no on-site dining options. Often times only a limited breakfast. In order to offer more services to their guests, they would like to partner with a food delivery company in order to give them unique hotel-branded food delivery option with no added delivery costs.

Define our users

Hotel guests

The hotel properties that offer limited services (limited or zero on-site restaurants and food services) have specific clientele in urban areas. I researched the main behaviors of these guests to understand how to build a user experience that solves for their needs. 

We had built a hospitality solution for resorts and full-service hotels previously, but the user base for this solution was quite different. Usually a vacationing family or group. Ordering behaviors were quite different than those coming to stay in urban hotels. Our core user we discovered was typically a business-person staying for a short time and most of the day at work-related events. 

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Defining our core user type

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Easy onboarding

A branded experience

Through various marketing materials around the hotel, we prompted guests to scan a QR code. New users will be directed to download the app while existing users will simply open the app to the welcome screen. The welcome screen is a co-branded experience, further relaying the hotel guests specific offering.

 

For those with geolocation services turned on for their devices, simply opening the app will bring them to the hotel branded experience. 

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Hotel guest scans QR code

Opens to hotel welcome screen 

Starts browsing with hotel branding

Make life easier

Auto-populate hotel details and delivery instructions

Most hotel guests wouldn't know the address of their hotels. In order to get users browsing nearby restaurants quickly and easily, we auto-populated the name and address in the search bar and added delivery instructions for delivery drivers to know where to drop off orders at the hotel. 

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Home screen with hotel details 

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Checkout with hotel delivery details

Give hotel guests a reason to order-in and become lifelong app users

Free delivery & premium membership

In order to incentivize hotel guests to order-in, we offered them free delivery through our premium subscription plan. They will get one month free of our premium subscription which will ensure their continued use of the app post-hotel stay. 

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Grubhub+ offer upon entering the app

$0 delivery confirmed at checkout

Further explorations

Seamless sign-ins

We explored building a more visually smooth onboarding and sign-in experience by redesigning the visual experience to be more consistent within the 3 onboarding screens. Due to a tight deadline, we needed to use mostly existing design components for the pilot. 

01

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02

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Pilot success

30 properties/30 days

We rolled out a MVP of our hotel solution to 30 properties in urban centers. After 30 days the results were unanimous: hotel guests order at a greater value than our average marketplace users and continue ordering post stay with our premium subscription. 

Through the limited service solution, we were able to double daily average from 30 to 60 across pilot properties orders per property and increase average order value from $40 to $50. 

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What did we learn

Opportunities

Based on the data collected from the pilot we saw some clear opportunities to expand our offering:

  • Experiment with flow variations: We saw a drop off in app sign ups and dismissal of the Grubhub+ offer with no clear reason.  We added multiple placements of the Grubhub+ offer in the flow for those that initially dismissed it and allow users to sign up later in the ordering flow in order to reduce friction

  • Customized home screen content: Users ordered on average mostly in the evenings and specific cuisine types, focusing our home page carousels to tailor to these ordering trends would make the experience easier for our  users

  • Convenience: users looked for convenience items and hotels wanted to offer special grocery and convenience items for their guests items

  • Our premium membership isn't seeing as much retention as we hoped. We want to delve deeper into this and follow up with users to understand what's missing for them

What's next

Optimizations

The success of the pilot led to a large scale contract of 500 properties and more hotel brands. With a planned expansion to thousands of hotels across the United States. 

Beyond MVP, we have started optimizations in:

  • The post-hotel stay experience: what happens when the diner leaves the hotel

  • Adding more customizations for hotel delivery details and to making it more clear to guests where to pick up their food delivery

  • Building a new management platform to onboard hotels at scale. The process was very time-consuming for our internal teams and didn't allow for easy hotel reporting

Property management for internal and external users

Hospitality management

Overview

Given the product-market fit for Limited Service, our main 2023 focus is to scale this business to 2500 properties with 11,000 more to come in 2024.

 

The Grubhub campus tech stack and backoffice tool has been used to set up and maintain hotel properties. It does not allow our team to scale to the projected amount of hotels or manage properties efficiently.

Moving forward we need to migrate to the marketplace stack in order to scale to the amount of hotels in the pipeline beyond 2023. 

The primary focus of this tool is to allow our internal admins and hotel brand managers to easily create and edit properties to be activated on the Grubhub app hospitality experience, view reporting and insights around properties performance, and manage brands and users for these properties. 

View detailed case study around hospitality management >>

Brand/group setup

Dashboard and reporting

User management

Hospitality Management Solution

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