iFood

Built the new driver app from the ground up. Small team, great goals and huge impact. A product that is very close to my heart. What a ride!
Role
Product Design & Research
Period
From early 2018 to mid 2019
Platform
Android, Web
Context
This is one of the projects that I've worked on that I am the most proud of. When I arrived at iFood, the driver app were pure business decision consequence. No user-centred thinking whatsoever. Designed by developers with the intention to deliver solutions to business needs, the app contained only a blank screen as it's main view - home - and the "settings" feature where there was only a logout button. I spent months and months studying drivers and how they behave, think and use apps of this kind. I dug very deep the delivery/logistics app segment hole, researching the market at a global scale in order to understand and thus start to visualize how could we at iFood be the best. Needless to say, I learned a whole freaking lot.
This one deserves a better explanation
It all started with a very small team of highly skilled people. Me as the designer, a very awesome PM, one android and back-end dev. We hold up for months in this structure, setting out all the basic foundations to the app. The iFood's logistics segment were also starting to mature it's technologies and business intelligence. By mid-2018, the company then decided to focus hardly on our tribe. Logistics suddenly became focus and heavy investment came in. I was hard researching about the user and also finding out how to proper include design centered mind in the Agile development cycles. But not only that. Studying and trying all sorts of narratives to bring design rational to decision making talks.
When experience become a company goal
By mid-august 2018, I've had designed thousand of iterations for a complete redesign of the app. I knew this wasn't only a visual type of change. It had to be a mindset change. Drivers are one of the core foundations of iFood. They are human representations of the company, riding streets day and night delivering our tasty dinners and lunches. We had to deliver a product with an incredible experience. But not only that, the company,  as so, needed to consider their experiences in every new endeavour.
I was gathering up final studies of market analyses, benchmarking and the user-experience narrative and proposal. By this time, I've the company of a great designer helping me out in these studies. The interfaces were all designed already and we had the complete joy of successfully selling out the project to directors and managers. Putting now user experience and design as a way to reach business goals while also providing drivers an amazing ride with us became responsibility of the whole team. At that time, the team had grown a slight bit, with one of the most incredible android developers I've had the pleasure to become friends of joining the team, alongside another fantastic android dev and a very skilled back-end.
One of the most solid feature-set we arrived at when figuring what to ship in the MVP.
A wild, pressurized and windy 2 month ride
We designed a whole lot of a ideas, features and all sorts of stuff thinking at how many awesome things we could do for the iFood driver. But we decided that the main vision should be centered around a more sober communication - visual and writing. Drivers wouldn't use our product to have fun. It is a work tool and it must behave like so, with professionalism, being objective and transparent. As we showed people the final designs and studies, suddenly the development team were given a 2 month deadline to deliver a brand new app. And, we did it. We rebuilt from top to bottom the driver app in 2 months. Redesigned experience and android architecture. It was not easy and not at all times joyful but we managed to put together a product that would serve driver's much better and increasing a whole lot of their experience working with iFood.
This is just a little frame of what my Sketch file looked liked that year. A lot of back and forth iteration.
Getting deep knowledge of market and users
I believe a lot in strategic design. The way design enable one to think is astonishing. It releases and allows not only logical thinking but feeling sensing. And I believe that strategy is knowing profoundly the user and the market. We did that. And continue to do. We talked to a bunch of drivers along several months, listening to their pains, seeing it in person, putting ourselves in their shoes and showing constantly to them our solutions - always checking with the user through tests, shadowings and honest conversations. But a whole lot of this knowledge also comes from observing market movements. iFood for Drivers were only possible cause the whole team were onboard and sharp about all these factors.
We got to talk a whole bunch with drivers. They were everywhere on the streets.
Being hard on design
I've said before in this article that I've had the greatest pleasure of making friends and working with amazing talented people. But one of the things I was most happy about was seeing the cultural value developers and PM put in the design work. All wrong implemented margins and not clear labels matter. It all is important to the user, for delivering the proper value. And this is became a team concern with the new Driver app.
Learnings
I learned so much about design, development, logistics, drivers and people with iFood for Drivers. It was and is a product that I believe profoundly and have sincere love for it. We build it with short but strong hands, facing a lot of challenges.
Results
At January 2019, we've made the full Brasil rollout to drivers. At the same time, the Logistics tribe at iFood were reaching a million mark of orders, a bunch more of drivers registered, a significant increase in Google Play ratings and drivers more happy with the product. We continue to deliver great logistic solutions for the users, promoting the experience discussion often and frequently, as one of the main aspects of decision making.