Door2Door - Case Study to Improve Economic Activity
UX DESIGNER / UX RESEARCHER -
SAMER HAK
CLIENT -
BIA (DOWNTOWN BRANTFORD BUSINESS ASSOCIATION)
This case study is concentrated on delivering the goals / objectives that the BIA (Downtown Brantford Business Association) had brought to us, along with our course requirements. This case study was a part of the SDP Challenge, “Speculative Design Challenge” where we had to develop an iterative project. It was speculative because rather than focusing on the present, we speculated about the ways we could benefit Downtown Brantford. Our app is currently in the works with help from investors and received an honorable mention in the ACERS 2022 showcase.
Page overview:
Problem
The Brantford BIA is looking for ways to fulfil their objectives based on their 2020 SWOT analysis – how can we drive more consumers from outside the downtown core to purchase from local businesses?
Action
I facilitated feedback sessions, conducted user interviews, led research, aided with prototypes, tested those prototypes and presented our solution at ACERS 2022.
Goal
Our goal was to increase economic activity in Downtown Brantford, for our solution to feasible and to support the Brantford BIA. It was important to create a feasible solution the BIA could implement it soon.
Impact
Nominated and received an honourable mention at ACERS 2022 (Academic, Creative, and Engaged Research Showcase). Presented work to stakeholders, received 100/100 marks on this case study – currently working with Laurier Launchpad to get more investors to speed up development.
Problem
The BIA had presented their 2020 SWOT analysis action plan for Brantford to us and we quickly realized it covered a very large scope. After interviews with two BIA representatives, we asked them what had been affected the most during the COVID-19 pandemic?
“Our restaurants and food industries has taken the most hit since the pandemic started…we would really like to find a way to jumpstart it again.” - BIA representative
The BIA's SWOT action plan also stated:
-
“develop and implement a “shop local” campaign to keep more money in the community”
So we asked...
How might we create a localized service that keeps the money in restaurants pockets, while being helpful and convenient for all?​
Goal
To increase economic activity in downtown Brantford
To give back to local businesses and communities
Feasibility
Support the local community and the BIA
Action
My responsibilities as research lead
Working with a small team, I had many hats on this project. I was responsible for leading some research, conducting user interviews, some prototyping and contributing to our feedback sessions. In this project there were many other activities such as including research operations and stakeholder relationship management. All in all the case study was condensed into 3 and a half months, creating a fast-moving, collaborative environment where each member of the team was responsible for a large amount of work to ensure things get done well.
Primary / Secondary Research
Due to COVID-19, our primary research was limited. We had to dive deeper into the SWOT analysis action plan for Brantford. Through our extensive research, we noticed many restaurants take a big hit in profits due to delivery apps like UberEATS and SkipTheDishes. We wanted to see how we could not only drive more consumers from outside the downtown core to purchase from local businesses / restaurants but also avoid hefty delivery fees.
Due to COVID-19, our primary research was limited. We had to dive deeper into the SWOT analysis action plan for Brantford. Through our extensive research, we noticed many restaurants take a big hit in profits due to delivery apps like UberEATS and SkipTheDishes. We wanted to see how we could not only drive more consumers from outside the downtown core to purchase from local businesses / restaurants but also avoid hefty delivery fees. Delivery apps are taking a 30% cut off each delivery and 15% cut from each pickup order. In total that’s 45% of profit taken from restaurants. In Brantford, restaurants on average earn about $400k-$600k annually. After the cuts taken from delivery apps, they are left with $200-$300k by EOY.
Visualization of the cuts from delivery apps on restaurants in brantford
Ideation
So, we took a look at how restaurants were affected during the pandemic and were surprised to find that COVID wasn't necessarily the biggest problem. Delivery services can have a severely harmful effect! This is when we began exploring an app available on all platforms, Door2Door. The purpose of this application is to get users to support the local community rather than going through the big chain delivery apps. The app itself replicates the design of most delivery apps to keep the UX streamlined for users and allows users to place pick-up orders or delivery from businesses / restaurants.
Low fidelity mock ups during our ideation phase
Execution / Prototyping
Using a combination of Adobe XD and Figma, we turned our sketches into more relevant prototypes. It’s important to note that the prototypes are very similar to popular delivery / take out apps. This was due to the fact that people already generally understand how to use those apps, so we built of existing mental models. It is important to keep in mind that we designed Door2Door building off existing mental model technologies to allow for users to seamlessly transition without any pain points. However, further testing and iteration would further the apps usability, and is on-going.
In these five screens you can see a how a user would go through each step of the ordering process.
In order to increase usability and user base, we also prototyped a website as an option. This was mainly set up to allow other businesses in Brantford to take advantage as well, setting up their own stores on Door2Door, however the main focus being restaurants.
How it works?
By re-defining the whole pick-up and delivery service, restaurants will be able to provide their much needed service in a far more profitable and sustainable way, while supporting local.
Small one-time fee for restaurants to join the app
Optional patronage option to keep our platform running
The option to pick up orders to increase foot traffic to Downtown Brantford
Allows restaurants to hire back employees
Restaurants can charge their own decreased fee for pick-up orders, slightly reducing the need for other delivery services.
Our SWOT analysis
After prototyping and testing, we did a SWOT analysis to help us on what we do well and to see where we might need to make changes in order to minimize risk. We noticed that potential threats and areas we may need to work in for the greatest amount of success would be to improve the presence of Door2Door among the local community in Brantford. The low marketing presence initially would be a curve that we would have to break. The investors are on board to help, and this case study has also been showcased with an honourable mention in ACERS 2022. Door2Door will not only increase foot traffic in Downtown Brantford for pick up orders but also increase profits for business in the downtown core. We want to facilitate a user friendly, seamless experience for people in the community to place orders for food from their favorite local restaurants, whether they are delivering or ordering pickup. Door2Door will collect no transaction fees – restaurants will keep 100% of the profits - this app is for the people by the people.
Impact
Nominated and received an honourable mention at ACERS 2022 (Academic, Creative, and Engaged Research Showcase).
Presented work to stakeholders, received 100/100 marks on this case study
Currently working with Laurier Launchpad to get more investors to speed up development
After our case study was complete, we pitched our ideas to the Brantford BIA, and they loved the idea for Door2Door. The enthusiasm behind Door2Door led us to working with Laurier Launchpad to implement our solution in the real world.
Check out our honourable mention for ACERS 2022: