Overview
ReadyRefresh is a Nestle-owned beverage delivery company that provides services in the United States. I designed features for their mobile app. In this project, I will go through my process of designing a tipping feature that allows users of the ReadyRefresh mobile app to tip their delivery driver.
My Role: UX/UI Designer
Duration of designing this feature: 4 weeks
Team: 1 Designer (myself), 2 Product Managers, 4 developers, 1 Copywriter
Tools used: Figma
To comply with the non-disclosure agreement, I have changed some of the quantitative data and omitted some information in this case study. All information in this case study is my own and does not necessarily reflect the views of ReadyRefresh.
Problem
ReadyRefresh is a beverage delivery company and drivers play an important role in the overall experience. However, there was no official way for drivers to receive rewards or recognition from customers in the mobile app.
Goals
Business: To provide the option to customers to express their gratitude towards drivers by leaving tips.
User: To be able to easily tip drivers if and whenever they want to.
What I did
1) I conducted user interviews as a part of the initial research.
2) I collaborated with clients and product managers to gather requirements
3) I designed several options for this feature considering technical constraints and conducted user testing sessions.
4) I created dev ready file for the hand-off
Results: There was a significant engagement with the tipping experience and a significant amount of overall driver tips. We also continue to maintain an average of 4.7/5 rating on the iOS platform and 4.4/5 on Android.
Process
ReadyRefresh is a beverage delivery company and drivers play an important role in the overall experience. However, there was no official way for drivers to receive rewards or recognition from customers in the mobile app.
Initial Research: Interviewed Customers and Servers/Drivers
I started working on the feature by first doing some competitive analysis and also connecting with drivers, servers who work at restaurants, customers who visit restaurants, and customers who use online delivery services.
Insights:
Why do People give tips?
- If in an in-person situation such as visiting a restaurant, some users give tips under social pressure. - - This pressure can be due to being surrounded by known people.
- In an in-person situation, giving tips in front of the receiver also pressurizes people to give tips to avoid uncomfortable situations.
- Some people in general actually want to reward drivers/helpers by tipping for going above and beyond such as delivering in bad weather conditions etc.
- In Covid's situation, some people felt grateful for the delivery person to provide services that help customers be able to stay home safe and safely. This encouraged people to tip.
- Some users understand that drivers/servers do not get paid enough and their tip can help them support their finances.
Why some people don’t like to tip:
- Some users feel that the company is already paying drivers enough & there is no need to tip.
- Some feel tip goes to the company
- Some forget to tip
- Some find giving tips difficult
- Some find updating tips difficult
- In online experiences, there is no social pressure of tipping.
Benefits of tipping
Why do People give tips?
- If in an in-person situation such as visiting a restaurant, some users give tips under social pressure. - - This pressure can be due to being surrounded by known people.
- In an in-person situation, giving tips in front of the receiver also pressurizes people to give tips to avoid uncomfortable situations.
- Some people in general actually want to reward drivers/helpers by tipping for going above and beyond such as delivering in bad weather conditions etc.
- In Covid's situation, some people felt grateful for the delivery person to provide services that help customers be able to stay home safe and safely. This encouraged people to tip.
- Some users understand that drivers/servers do not get paid enough and their tip can help them support their finances.
Why some people don’t like to tip:
- Some users feel that the company is already paying drivers enough & there is no need to tip.
- Some feel tip goes to the company
- Some forget to tip
- Some find giving tips difficult
- Some find updating tips difficult
- In online experiences, there is no social pressure of tipping.
Benefits of tipping
Tipping not only supports drivers’ financial growth but also motivates them to provide exceptional service.
Discussion with business to gather initial requirements
After doing some initial research, I discussed with clients, product managers, and developers to understand the initial business requirements and technical constraints. Here are some of the questions I discussed:
- What type of customers will the tipping feature be available to?
Ans: All types of users. One who places one-time orders and another who places recurring orders.
- What type of customers will the tipping feature be available to?
Ans: All types of users. One who places one-time orders and another who places recurring orders.
- Will users have the option to tip in cash?
Ans: No currently, for the initial phase, we will only support in-app tipping.
- Is the tipping going to be displayed in Dollar amount or %?
Ans: Dollar amount, as a percentage can cause several issues in the backend when it comes to tips for recurring deliveries.
- Should delivery drivers be able to communicate with the customer to thank them for their tip?
Ans: Not for initial release
- Are customers able to request a refund for a delivery? If so, what will happen to the tip amount?
Ans: a. Customers will receive a credit for their next delivery or a coupon for the next delivery
b. The tip will be included in the credit
- Are customers able to request a refund for a tip only?
Ans: Not for initial release
- Should customers be able to change their tip amount after their delivery has been successfully completed?
Ans: Customers can add more tips after delivery but cannot change existing tips currently (due to technical constraints)
- After the products get delivered, how many days do users get to tip on their completed order?
Ans: 30 days
- Can the user tip and edit the tip before the order gets delivered?
Ans: Yes
-Will users receive any email/push notifications if they haven’t tipped?
Ans: Yes, they receive both after the products get delivered.
Design Goals:
#Goal 1: To make it easy for people to tip
#Goal 2: To encourage people to tip
#Goal 2: To encourage people to tip
Design Solution: Pre-Tip and Post-Tip
After conducting research, and gathering requirements. I understood that there would be mainly 2 parts to tipping. The user can tip before and after the order gets delivered. The task flows helped me identify opportunity areas in the current flow where tips can be implemented. In the next few sections, I will present designs of different touch points where tipping was incorporated to create a seamless experience for users.
Delivery Summary
After the user adds products to the cart and proceeds to checkout, the user reaches the Delivery Summary sheet where the user can find details about products and a breakdown of the total. I added a tipping section here so that users can see the tipping amount when they are seeing other prices. If the user wants to remove a tip, he can tap on the selected chip, and the chip will get de-selected and the tip will be removed.
Delivery Details
Once the user has placed the order, the user gets the option to add a tip if he hasn’t tipped earlier or edit the tip. The user can tap on the delivery card and can see the tipping section on the delivery details screen.
Delivery Settings
The user can update the default tip while placing the order or from delivery details after the order is placed. Another way to update it is from Accounts > Delivery Settings.
Home Screen, All Deliveries, Returning Users
Home Screen: After the user received the delivery, the user gets the option to tip. There are multiple ways users can tip after the order got delivered. One way is from the home screen. On the home screen, the user will see a tipping option on their delivered delivery card. This option on the home screen will only be there as long as the long delivered card is displayed on the home screen which is 24hrs.
All Deliveries screen: The user also has the option to a tip from Account >All Deliveries screen. The tipping option on this screen will also be visible to users only for 24hrs after the order got delivered.
Returning users: When users return to the app, they see half tipping sheet as soon as they open the app, if they have not given the tip on their “last” delivery
Results
We observed a significant engagement with the tipping experience & a significant amount of overall tips.
AppStore and Google Store ratings
We released the tipping feature in November 2021 along with 3 other features I designed. Six months after the release, the ratings continued to stay at 4.7/5 on iOS and 4.4 on Android. This gave us the indication that the tipping experience did not create any hurdle as such for users in their overall experience with the app.
