Gopuff Driver App

Overview

The current Gopuff driver onboarding process happens entirely outside the Gopuff Driver app, using the third-party hiring platform Fountain. Potential Delivery Partners (DPs) fill out an application, consent to background checks, complete training, and await approval on this separate platform. Completion times vary widely—some finish in days, while others have been in the process for up to six months. This inconsistency impacts the user experience and the effectiveness of driver acquisition.
‍

Problem

Three core issues affected potential DPs and the onboarding process:

DPs Feel Unsupported: There’s limited guidance, leaving DPs without resources to help navigate onboarding.
DPs Don't See Gopuff’s Unique Value: Potential DPs lack insight into what makes Gopuff distinctive from competitors, making the commitment to join uncertain.
‍
No Customized Onboarding for Driver Ops: Delivery Operations teams lack the ability to manage and balance DP pipelines, causing delays and added costs.
‍‍

Solution

Objectives

Boost Applicant Convertion

Improve DP conversion rates from applicants to approved partners.

Increase Driver Activation Rate

Increase the rate of approved partners who become active drivers.

Process

Data Driven Design Decisions

I began by reviewing user data gathered by our UX researcher to understand potential drivers' pain points and needs in the onboarding process.

Onboarding Platform Audit

Following the data review, I conducted an audit of the current third-party onboarding platform, examining each stage to identify any gaps or areas for improvement in the driver experience.

User Flows

I developed user flows to visualize user interactions and screen sequences, mapping both current and proposed experiences for desktop and mobile.

Low-Fidelity Sketches

Rapid sketching allowed me to ideate and iterate efficiently, leading to improved concepts and design solutions.

High-Fidelity Prototypes

I created prototypes to facilitate future usability testing, ensuring design alignment with user needs.

Reviewing User Data

Current Onboarding Platform Audit

User Flows

Low-Fidelity Sketches

Findings

Here are some things we found while working on this project:

Early Value Proposition Introduction

Competitors (e.g., DoorDash, Uber Eats) present unique value propositions early on.
Insight: We can introduce Gopuff’s value propositions at the first interaction for potential DPs.

Transparent Onboarding Process

Competitors offer onboarding task access and progress tracking in their apps.
Insight: A progress screen can provide transparency for DPs, enhancing user experience.

Brand Recognition Influence

Many potential DPs are influenced by their experience as Gopuff customers.
Insight: Incorporating familiar Gopuff branding within the Driver app can reinforce positive associations.

Results

So we did all this work. Tell us the results!

My internship ended before I was able to test with users all the work I did and so these were the things I was able to leave for other teammates to pick up:

Key Design Solutions

New Value Proposition Screen: Emphasizes the benefits of partnering with Gopuff, with clear, appealing messaging.
Progress Screen: Provides onboarding transparency, with step-by-step tracking aligned with Gopuff’s branding.
Driver Profile Page: Designed for efficient data collection, setting a standard for forms within the app.

Final User Flow

I developed a comprehensive user flow to guide DPs through the onboarding journey seamlessly.

Prototype

A working prototype supports future testing, enabling continuous improvement based on user feedback.

Current Gopuff Driver Login Page

Here is what the current Gopuff driver Login page looks like. This is a great design for someone who already is a Gopuff driver and is returning to the app but it seems like there is a missed opportunity here to acquire new delivery partners.

Beginning Iterations

I started off by keeping in mind the research that has been conducted. Through the research we needed to bring forth unique value propositions that being a Gopuff delivery partner brings to those coming to the app for the first time and are looking to deliver for us.

A New Value Prop Screen Was Designed

Keeping the unique value proposition, we made sure to work on the copy in order to make it more concise and make it more appealing to those new users of the app. We also switched the Sign-up and sign-in buttons so that the primary CTA is for those potential delivery partners.

Beginning Iterations

Keeping the DP frustrations in mind, we wanted to be completely transparent about the entire process a potential DP would be going through so they have some sort of semblance as to how long the process is.

We Have a New Progress Screen

We wanted to keep this progress screen as easy to understand as possible by only revealing the step of the process that users are currently on. We also wanted to bring forth that branding that potential DPs are familiar with from being customers of Gopuff.