Gopuff Driver App
Role:
Product Design Intern
Year:
/ 2022
Team Size:
6
Redesigning driver onboarding to make the path from applicant to active Delivery Partner clearer and more engaging.
Opportunity
Gopuff's driver onboarding happened almost entirely outside the Driver app through Fountain, a third-party hiring platform. Prospective Delivery Partners had to navigate applications, background checks, training, and approval across a separate experience, with some applicants completing the process in days and others remaining in it for months.
Attract
Show prospective drivers why Gopuff is worth joining.
Guide
Make requirements and next steps easier to understand.
Activate
Create a clearer path from application to becoming an active driver.
Objectives:
What were we trying to achieve?
01
Increase applicant conversion
Improve the rate of applicants who progress through onboarding.
02
Increase driver activation
Increase the rate of approved partners who become active drivers.
Before redesigning the experience, I needed to understand it.
Reviewing user research
I reviewed research and user data to understand where prospective drivers experienced friction and what they needed from the onboarding experience.
Auditing the onboarding platform
I audited the existing Fountain experience step by step, looking for gaps in guidance, transparency, and opportunities to bring the experience closer to Gopuff's ecosystem.
Current user flow
I mapped the existing user flow to understand how prospective Delivery Partners moved through the onboarding process across Gopuff and third-party systems.
Designing the new experience
I translated the research findings into early concepts, using rapid sketches to explore different ways of communicating value, showing onboarding progress, and structuring the Driver experience.
Make the value of gopuff clear
The current login screen worked well for returning Delivery Partners, but offered little to someone discovering Gopuff for the first time. This created an opportunity to introduce the value of becoming a Delivery Partner before asking users to sign in or sign up.
Exploring the first interaction
I explored ways to introduce Gopuff's value proposition while making the path to becoming a Delivery Partner more prominent.
The new value Proposition
I refined the messaging to make the benefits of partnering with Gopuff more concise and compelling. I also made Sign Up the primary CTA for prospective drivers, while keeping Sign In available for existing drivers.
Make onboarding progress visible
The onboarding process could take days or months, but prospective Delivery Partners had little visibility into where they were or what remained. I explored ways to make the process more transparent without overwhelming users with information.
Exploring the progress experience
I explored different ways to communicate progress, including how much of the process to reveal and how users should navigate between steps.
A clearer view of what's next
The final direction focused on the user's current step while keeping the broader process visible enough to establish expectations. Familiar Gopuff branding also helped connect the onboarding experience to a product prospective drivers may already know as customers.
Establish a foundation for driver profiles
As part of the onboarding experience, I designed a new Driver Profile page to establish a consistent pattern for collecting and managing driver information.
Exploring the interface
I explored the structure, navigation, and supporting actions to establish a flexible pattern that could scale to future Driver app experiences.
A new driver profile pattern
The final design established a foundation for forms within the Driver app, creating a clearer structure for collecting and displaying driver information.
Bringing the experience together
I brought the three design directions together into a working prototype, demonstrating how prospective Delivery Partners could move from discovering Gopuff to progressing through onboarding.
A foundation for future validation
My internship ended before the redesigned experience could be tested with prospective Delivery Partners. I left the team with a working prototype and proposed experience that could be taken into usability testing and further iteration.
What i left behind:
A new value proposition
A stronger first interaction designed to communicate why drivers should choose Gopuff.
A transparent onboarding experience
A progress pattern designed to give drivers more visibility into the process.
A driver profile pattern
A foundation for forms and data collection within the Driver app.
What i would measure:
Applicant conversion
How many applicants progress through onboarding.
Onboarding completion
Where prospective drivers drop off.
Driver activation
How many approved drivers become active.
Thanks for reading
