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Improving the Reorder Rate on QCommerce

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ROLE

Designer, Researcher

TIMELINE

1.5 months

TOOLS

Figma, Miro, UsabilityHub

A BIT ABOUT QCOMMERCE - PANDORA 💭

A service that allows users to order goods and groceries from our darkstores and partner store in less than 30 mins - hence the term Quick Commerce.

foodpanda operates in 11 markets in Asia (Singapore, Hongkong, Thailand, Malaysia, Pakistan, Taiwan, Philippines, Bangladesh, Laos, Cambodia, Myanmar) and foodora operates in 8 markets in Europe (Austria, Czechia, Denmark, Finland, Hungary, Norway, Slovakia & Sweden)

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01

PROJECT CONTEXT

BACKGROUND

Reorder feature simplifies the ordering process by allowing users to seamlessly buy items from their previous purchases. 

PROBLEM STATEMENT

-Data analysis has shown that only a small portion of our users utilize the Reorder flow.

-There's only a sole entry point to view user's past purchase

-Although the reorder usage is low, our data indicates user's tendency to reorder the same items from the same vendor

OBJECTIVE

Increase the Reorder flow usage rate by addressing the gaps in user experience.

02

DISCOVERY

I/ CURRENT FLOW

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II/ REORDER: FUNNEL CONVERSION RATE

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6.2%

sessions reached My Orders (only Reorder entry point)

1.1%

sessions reached Reorder Summary from My Orders

36.35%

reached Summary but didn't proceed to Cart

III/ REORDER SUMMARY: FUNNEL CONVERSION RATE

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46% cases are covered by our existing Reorder feature:

36%

kept all items and added nothing else

10%

removed some items but added nothing

54% cases are not covered by our existing Reorder feature = huge opportunity!

21%

switched vendors

16%

built a whole new cart

17%

customized cart with new items 

IV/ FREQUENCY OF ITEMS REORDERED (APAC)

  • In Myanmar, 75% of SKUs are reordered by the same users within a week.

  • Across APAC, more than 50% of reorders happen on a weekly basis.

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An analysis of reordered categories in APAC revealed the following top four categories, based on average monthly customer preferences:

​

 1. Beverages,

2. Staples,

3. Water, 

4. Alcohol

V/ TYPE OF CATEGORIES REORDERED

VI/ DESK RESEARCH

REORDER MOTIVATION

  • Users tend to have recurring purchases, preferred brands from some items and also from some shops depending on their own selection criteria.

  • Users look for safe options and try to avoid risk by going to familiar places.

Source: Homescreen Q4 Research  |  n=16 (Singapore🇸🇬, Finland🇫🇮, Japan🇯🇵, Taiwan🇹🇼)

REORDER PAIN POINTS

  • Users wanted to reorder from same shop, but not same items, so they had to remove items manually.

  • It's hard to find the previously ordered items in the Shops Detail Pages (Customer forgot what she/he had ordered from this vendor previously)

  • As quoted, "It is time-consuming to repeat the same order from menu for an order that I had previously bought")

Source: Pandora Evaluation Workshop 2022

REORDER CONTEXT

  • In the Homescreen uesr testing, it was discovered that depending on the time of the day and the setting, users juggled three main needs: save money, explore, and reorder.

Source: Homescreen Q4 Research   |    n=26 (Singapore🇸🇬, Sweden🇸🇪, Thailand🇹🇭)

REORDER QUANTITATIVE DATA

  • 20% of all restaurant orders are placed from customers restaurants they've ordered recently.

  • 60% swimlane orders are placed from the "Order again" swimlane

  • 92% of sessions on the Menu page come from returning customers.

Source: Reorder Experience Quant Data 2022

VII/ PAST USER VOICE (2024)

"Searching and browsing the same items I buy each week is repetitive and time consuming..."

"I don't always remember everything that needs to be restocked..."

"Item discovery is not usually relevant and more difficult compared with brick and mortar."

"I miss opportunities on savings because I'm not aware of the ongoing promotions and deals on the items I usually buy."

HYPOTHESIS

Low reorder usage may stem from:

  • H1: Limited awareness of the Reorder component:

    • Users are unaware they can reorder QCommerce orders, or

    • Users struggle to locate them in the 'My Orders' screen.

  • H2: The reorder component may not effectively encourage users to explore its functionalities

TARGET CUSTOMER SEGMENT

These are the primary segments of customers for ordering experience.
 

Enhancing the experience of reordering is a feature that would appeal to all customer segments.

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03

IDEATION

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PRIORITIZATION MATRIX

Feasibility vs. desirability matrix to help prioritize the initiatives and ideas for Reorder.

Following the priority matrix, our focus areas include these three:

  1. Adding entry points for reordering, with a specific emphasis on increasing the component's visibility.

  2. Enhancing information within the reorder component.

  3. Rethinking the flow to increase likelihood for formulating bigger basket size

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Focus Area #1: Adding entry point for Reorder

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EXISTING EXPERIENCE

Entry point from QC Hamburger menu (Homescreen)

Consideration:

  • Data shows very low usage (1.1% CTR)

Entry point from QC Shop Detail Page (specific store)

Consideration:

  • Data shows low usage (5.5% CTR) compared to other component on the Shop Detail Page

NEW IDEAS

Entry point from QC Shop Listing Page

Potential:

  • Swimlane has the highest CTR (18.89%) as compared to other component on the page

  • Higher percentage of users going to Shop Listing Page (HS -> SLP) than Shop Detail Page (HS -> SLP -> SDP)

  • Can show past purchases from different stores, not restricted to just one store.

Entry point from QC Cart Page

Potential:

  • Higher likelihood of increasing the user's basket size
     

Consideration:

  • Restricted to only showing past purchases from a specific store (requires a user to click on the Shop Detail Page to Cart first)

Entry point from Restaurant Order Tracking Page

Potential:

  • Higher likelihood of increasing the user's basket size
     

Consideration:

  • Restricted to only showing past purchases from a specific store (requires a user to click on the Shop Detail Page to Cart first)

SHOP LISTING PAGE (SLP)

Reason #1: Based on the current performance, we can see that the top Swimlane is the best performing component on the Shop Listing Page.

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Reason #2: Based on a Co-creation activity conducted with 6 participants from Internal panel with no context (non-foodpanda users), the result also showed that they wanted having Reorder component on the page.

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Focus Area #2: Enhancing the Reorder component

EXISTING COMPONENT AUDIT

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WHY IS IT LACKING?

  • The component is too texty, so there's a higher likelihood of it being easily skipped by users.

  • The component only allows 2 (two) products to be shown here, which is an issue especially because the Average Basket Size for QCommerce is 7.

  • No incentives or appeal as to why a user should do reorder here.

COMPONENT DESIGN EXPLORATION

EXISTING INFORMATION

Store name, Previous items bought, Timestamps, Total price, Reorder CTA

NEW INFORMATION

Delivery time, Delivery fee

Reason: Added transparency for users

Discount

Reason: Good for price-sensitive users (APAC)

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Focus Area #3: Rethinking the flow to increase likelihood of formulating bigger basket size

EXISTING USER FLOW

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NEW USER FLOW

By adding the features we are trying to develop, we are mitigating the pain points that the users encounter in real-life situation.

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04

VISUALIZATION

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1. Increase user familiarity and reduce cognitive load by showing the store & items image

​2. Add more transparency in the component by showing delivery information & discounts

3. Cater to the deal-hunter / price-sensitive segment by showing discounts

4. Better hierarchy of component information and the rank of items being shown.

Cognitive flow: How users process the component

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05

EVALUATION

USER VALIDATION

Unmoderated test on UsabilityHub

n=20 in Pandora's top performing countries within EU & APAC (Sweden, Singapore, Norway, Malaysia)

​

KEY LEARNINGS

  • Majority of the users understood:

    • Overall reorder component (18 out of 20 people -> 90%)

    • Few users (10%) struggled to understand the meaning behind the overall component due to not reading the scenario clearly, and due to focusing on the discounts part.

​

  • Based on the degree of importance, these are the parts ranked (from most -> least):

    • 1. Previous order date

    • 2. Store name & logo

    • 3. Store offers

    • 4. Delivery time & fee

    • 5. Previous total price

    • 6. Previous items bought

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IMPACT OF DESIGN

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1/ NEW REORDER COMPONENT

  • With the reorder component on Shops Listing Page, 30.29% sessions which loaded Shops Listing Page clicked into the Reorder swimlane. 

  • 67.8% sessions who clicked into Reorder swimlane loaded the reorder bottomsheet

  • 15.3% sessions which loaded the reorder bottomsheet accepted the reorder bottomsheet by clicking “Add items to cart” CTA while the remaining 84.7% of sessions clicked “Back” CTA

  • 58.6% sessions converted to a transaction after accepting the “Add items to cart” CTA

​

II/ NEW BOTTOM SHEET COMPONENT

  • With the reorder bottom sheet flow, there's statistically significant increase in:

    • Average Basket Value (ABV)

    • mCVR4

FURTHER IMPROVEMENT (PLANNED/ ON BACKLOG)

1. Improvement to the bottom sheet
(to face Out of Stock items.)

After the Central team works on improving the recommendation system, we should be able to recommend similar items in case of out of stock, to reduce customer churn rate and encourage discovery of a store's assortment.

​

Status: In backlog

2. Adding entry point to Reorder on Cart page

​

By adding the previously purchased section, we increase the likelihood of users adding relevant items to their cart. This leads to an increase in the average basket value (ABV).

​

Experiment result

↑ 3.96% increase in Cart to Checkout rate

↑ 3.18% increase in Shops ABV

​

Status: Live

3. Enhancing reorder component

 

Data shows that Beverages, Staples, and Water are the most frequently reordered items— in that order. By consistently surfacing items in this ranked sequence, we can boost the chances of users reordering.

​

Status: In backlog

4. Personalized Contextual Trigger (Smart recommendation)

​

Building personalized trigger will hopefully help increase the intent of users to make an action even if they had not initially planned on shopping before, through CRM notification.

​

This should be tailored to a user's past purchase habit -- weekly, biweekly, or monthly basis.

​

Status: In backlog

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FURTHER IMPROVEMENT

1. Personalization based on our Customer segments​​​

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