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What are the UX best practices behind goPuff's success?
A large part of the job is obviously done offline (warehouse management, supplier sourcing, delivery optimization), but the mobile app definitely contributes to goPuff's success too.
8 learnings
A large part of the job is obviously done offline (warehouse management, supplier sourcing, delivery optimization), but the mobile app definitely contributes to goPuff's success too.
8 learnings
1) 
Straightforward onboarding. No password or email verification required, no need to leave the app during the process. Literally 4 clicks to get to the home page.
Straightforward onboarding. No password or email verification required, no need to leave the app during the process. Literally 4 clicks to get to the home page.
2) 
Inherent advantage of being a fully integrated player. Direct immersion into shopping on the first screen, while UberEats, Postmates and co have to display the list of shops and restaurants first. In goPuff, you are closer to the products.
Inherent advantage of being a fully integrated player. Direct immersion into shopping on the first screen, while UberEats, Postmates and co have to display the list of shops and restaurants first. In goPuff, you are closer to the products.
3) 
Dynamic categories. Pop-up categories displayed on the home page, depending on time/season (Fall Faves), location (Local Philly Faves) or special events (Game Day).
Dynamic categories. Pop-up categories displayed on the home page, depending on time/season (Fall Faves), location (Local Philly Faves) or special events (Game Day).
4) 
Experience based on historical purchases. Every app does it, but goPuff also makes suggestions based on your past purchases directly on the home page.
Experience based on historical purchases. Every app does it, but goPuff also makes suggestions based on your past purchases directly on the home page.
5) 
Navigation through carousels. Here again, no big surprise. goPuff narrows user choice by displaying only a selection of items in carousels. Remember Hick's Law: fewer choices means less time to make a decision. And goPuff users want to go fast.
Navigation through carousels. Here again, no big surprise. goPuff narrows user choice by displaying only a selection of items in carousels. Remember Hick's Law: fewer choices means less time to make a decision. And goPuff users want to go fast.
6) 
Unconventional yet efficient decision for the header. goPuff introduced a dropdown list in the header to go from category to category. Not so common, but turned out to be the most efficient nav after iterations. It improves product discovery and reduces check out time.
Unconventional yet efficient decision for the header. goPuff introduced a dropdown list in the header to go from category to category. Not so common, but turned out to be the most efficient nav after iterations. It improves product discovery and reduces check out time.
7) 
Upsell before checkout. goPuff suggests changing an item for a larger-sized one for instance. Users are here because of impulsive desires and goPuff focuses on clear call-to-action to create other impulsive purchases.
Upsell before checkout. goPuff suggests changing an item for a larger-sized one for instance. Users are here because of impulsive desires and goPuff focuses on clear call-to-action to create other impulsive purchases.
8) 
Strong decisions about rewards: one menu item dedicated to rewards, a delighting micro-interaction with the number of points earned popping up when you add a product to the cart (maybe the only touch of originality in the app, apart from that very sober, to say the least).
Strong decisions about rewards: one menu item dedicated to rewards, a delighting micro-interaction with the number of points earned popping up when you add a product to the cart (maybe the only touch of originality in the app, apart from that very sober, to say the least).
Bonus: 
Creative text messages that strengthen brand identity.
Creative text messages that strengthen brand identity.
Read the full case study here: https://www.theappfuel.com/insights-posts/food-delivery-why-gopuff-wins
