Designing for maturing customers — running thoughts

If you are in Indonesia, you would have at least heard of Go-Jek — and its food delivery service, Go-Food. I am one of the many people who have used Go-Food and enjoyed the convenience it offers. As I don’t cook much at home, our little family tends to order in, eat out, or buy takeaway meals on our way home. Since having a baby about 5 months ago, my dependence on Go-Food has increased as I am unable to go out as much. There are many times when I would order Go-Food three times a day — for lunch, dinner, and snacks in between meals. That’s how dependent I am now to this service, and also what makes me start wishing for more.

Meal time always starts with the same question “What do we want to eat?” [first world problem, yeah]. And this can take as short as less than 5 minutes to as long as an hour of dingdong-ing in with my husband, postponing order hoping inspiration strikes, browsing the app, and yet in the end we often ended ordering at the usual place — this leaves me feeling somewhat mediocre, settling in for something with the least level of risk. There are times, when I tried to become more adventurous and order from ‘unfamiliar’ place, and from what I could remember, most of them were quite disappointing.

What if…

Would it be nice if it has a better way to recommend food / restaurant based on my behavior, order history, favorite items, and circle of friends? [note: it currently has recommendation section but I do not find it very useful]

Would it be cool if it offers curation of food based on mood — like what Spotify does for music — e.g., rainy day, energy booster, TGIF? or by different customer archetypes — e.g., meals for kids, low sugar, or meat lovers?

What if I could see ratings and reviews for food / restaurant before ordering from other people who have tried it before to help me make decision?

What if I can see summary of my past orders and how much I’ve spent on food per month?

Running thoughts

As customers are maturing with using your product or services, they start to demand and expect more. How do we incorporate those new expectations into our product without overloading / making it too complex for novice customers? How do we carefully take those wishes in without shifting the product originality / value proposition? Or is shifting inevitable when the customers behavior has shifted as well — Go-Food as companion for customers lifestyle than merely for convenient delivery service?

What do you think?

an experience designer / a balinese / an emotional creature / somia cx

an experience designer / a balinese / an emotional creature / somia cx