Flink - Rider tipping 💰
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B2C business case study | Year 2021
Product designers: Ikshat & Elodie
Platform: iOS, Android and Web (react)
Flink (a B2C company) is an on-demand online store to deliver groceries in minutes, which is possible from their hyper-local grocery warehouses.
As of 2021, Flink delivered to up to 10 million customers at over 140 locations in more than 60 cities in Europe.
Status Quo
Currently, there is no digital tipping method available
Tipping is done directly to the rider by cash/coins
Rider tipping will be an online feature on the Flink app across web and mobile platforms
Where customers can add a tip while placing an order
These tips will always be tax-free & 100% will go to the riders
Before diving into the case studies,
I would like to share my design thinking process 🧠
used for these case studies
Overview / Why should we add rider tip 🤨
HOW COMPETITORS DO IT
Customers request online tipping in the NPS survey during the Corona period
Customers without the cash-in-hand would expect to pay tips via the app
Rider motivation mechanism
Easier to recruit riders if online tipping is an option
Feature parity with competitors like Wolt, Gorillas, Lieferando, Foodpanda, UberEats
Understanding the problem 🤷🏻♂️
How should we offer the tipping, before placing an order or later during order tracking?
How complex would be billing/financial reporting?
How would the rider get a tip payout?
Tipping should not be overwhelming to the customers
DIFFERENT PROCESS FLOWS
Research insights from customers & riders 💬
Customers who prefer to tip cash are suspicious that online tips are not distributed fully to the riders
Nearly 90% of the customers give the usual tip amount of €1 or €2
Riders who prefer to be tipped cash, are two main reasons are because they don’t want to pay taxes on tip
Riders prefer to be tipped cash, this is also because they can have the money immediately and therefore use it for the next meal.
Analysis of competitors' review 👀
Brainstorming design ideas 💡
A workshop with the project squad to brainstorm on the problems and primary objectives to generate multiple ideas
MVP / Primary Objective ⛳️
To provide online tipping to the customers on the mobile app as soon as possible so that they can reward the rider with a tip for their hard work to deliver their groceries
Low-fidelity designs sketches ✍🏼
Created multiple sketches and low-fidelity wireframes to visualize how tipping could work and what is feasible for an MVP
Hi-fidelity designs drafts 🎨
Based on the feedback on sketches, I created an interactive UI component with educational text and Flink rider profile photo for the human factor
A. Pill shaped
B. Slide to tip
C. Add a tip to open a bottom sheet
D. Tab shaped
E. Coin shaped tip
Design critiques 🤔
Presenting the drafts to the design team for usability review and to the project squad for technical feasibility check
CONCEPT DRAFT 1
CONCEPT DRAFT 3
CONCEPT DRAFT 2
From final designs to experience delivered ✅
Impact analysis 📊
Some real-time data of rider tipping impact across all platforms in all 4 markets (DE, NL, AT, FR)
Now an average of 25% of all the orders are with rider tips
Out of which iOS shares 65%, android shares 28%, and web shares 7% of the orders with rider tips
The most online tips given by users are:
1€ which is 48% of the total tips
2€ which is 38% of the total tips
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