Understanding changing needs
Background
With COVID, we rapidly started seeing our customers ordering differently. We anticipated some of their new needs, like being able to order individually packaged meals, but we were unsure what other new needs might be, how customer expectations were changing, and how we could best meet new needs.
During this exploration, we worked to understand customers’ experiences of and expectations for safe & reliable deliveries, including exploring how those expectations have changed since COVID, if at all. We also wanted to learn how providers in diverse geographies were increasing their reliability during this time.
OUTCOME
Research insights were leveraged in marketing campaigns and customer service trainings
Opportunities to improve the product based on this research were identified and incorporated into future initiatives
Approach
This initiative was a three-week project with a cross-functional team, representing product, marketing, customer service, and specialty functions. To kick off the project, there was a workshop led by the researcher (i.e., me) to gain alignment around the scope and context for the project, identify hypotheses and open questions, and shape the scope of the research together.
The following elements were included to address the research goals:
Exploratory Interviews with 10 existing customers about their experiences ordering food since COVID, including a co-created journey map and photo share of their food set-up
Survey completed by 80 providers covering how their business has changed, if at all, since COVID and where they need the most help