PC Chef -Pick your delivery date
BACKGROUND
PC Chef™ Meal Kits is a meal kit service established by Loblaws, a prominent Canadian supermarket chain. Introduced to the market in 2020 amid the pandemic-driven surge in online delivery, PC Chef™ offers a convenient culinary experience. However, the existing business model for the PC Chef Delivery site lacks flexibility, as it doesn't permit customers to select their preferred delivery date. Consequently, customers face the inconvenience of having to strategically plan their orders to ensure timely delivery the following day.
This case study aims to investigate how granting our customers control over choosing their delivery day can enhance our current à la carte model and contribute to the evolution of the subscription-based model we are transitioning towards.
01 Discover – Insight Into the Problem
As part of my initial approach, I conducted a comprehensive analysis to understand user challenges thoroughly. This involved scrutinizing feedback from an internal survey, identifying specific pain points and requirements associated with our current business model. A prominent concern that emerged was users encountering difficulty in specifying the customers preferred delivery date.
Competitive Analysis
Insights
Customers are wanting more control over when they will receive the delivery
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Customers are turning away from the site when a meal kit is sold out
User goals
The user can choose the best delivery day for the meal kits they selected.
The user are provided for an opportunity to purchase for the next best day for them instead of leaving the site.
In an effort to enhance our user experience, I conducted a rigorous competitive analysis, focusing on industry leaders such as HelloFresh, Goodfood, and Chefs Plate. The objective was to gain insights into the user flow embedded in these subscription-based services. In contrast to our current model, which requires users to select a specific date for each order, these competitors have adopted a more streamlined approach. Users simply designate an initial date, and the subscription seamlessly continues automatically. Additionally, these services offer users the flexibility to skip a week if needed and allow for the scheduling of meal kits up to 12 weeks in advance. Importantly, users also have the privilege of specifying their preferred delivery time frame, contributing to a notable enhancement in the overall user experience.
02- Define the area to focus on
How might we offer better flexibility for our customers to choose their own delivery date.
Possible Solutions
Customer who prioritizes recipe selection in their purchase decision over what day they are delivered.
In this scenario, customers want to pick the meals that are best for them and would
potentially change their delivery date in order to purchase the recipes they love.
Customer who prioritizes delivery day as the most important part of their purchase decision making over what assortment is available.
In this scenario, customers want to pick the delivery days that are best for them and would potentially change
