Orderly Case Study
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How can Orderly turn “what am I in the mood for?” into an ordering experience where mood drives choices in real time?
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Food delivery services are trying to solve the wrong problem.
79% of Americans have a difficult time deciding what to order. Thats because when we are hungry, our brain literally shuts down and we become “too hungry to think.”
That’s the irony of food delivery: when we are asked to make smart choices when we are literally least capable of making them.
So we cannot afford to keep asking “what am I in the mood for?” in real time. But rather, “what am I in the mood for?” before losing our clarity.
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Deciding what to eat is as mental as it is physical.
The human brain uses two systems to make decisions.
System #1 is a gut reaction type of decision-making.
System #2 is more complex thinking.
Deciding what to eat starts in System 1, but turns into System 2 when the hunger indecision hits.
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Orderly guides your mind to make menu choices.
By engaging both decision-making systems before hunger hits, Orderly gets ahead of the moment. Guiding users straight to what they’re in the mood for, faster and smarter.
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Background
Ordering Indecision
Orderly is a soon-to-be-released food delivery app designed to rethink the hungry user experience. Making it easier to order smarter and get your food sooner.
Ask
How can Orderly turn “what am I in the mood for?” into an ordering experience where mood drives choices in real time?
Problem
Food delivery is asking the wrong question.
79% of Americans have a difficult time deciding what to order off a food menu.
The food delivery industry has tried solving the age-old question, “What am I in the mood to eat?” in real time. But easier said than done, especially when it’s mealtime.
The irony of food delivery:
We are expected to make smart food decisions when we are the least capable of making them:
hungry.
Insight
Waiting Frustration
Deciding what to eat is as mental as it is physical.
The human brain uses two systems to make decisions.
System #1:
Eating when you’re hungry. (duh)
You can think of this type of system as a gut reaction type of decision-making. It’s fast, automatic, and doesn’t take any emotional effort.
System #2:
Analyzing 40 Google reviews before ordering.
Unlike the first, this requires a level of self-awareness and complex thinking.
Deciding what should be System 1, but falls into System 2 when hunger indecision hits.
So what if?
Your system 1 subconscious picked the meal before your system 2 conscious shuts down?
Strategy
Orderly guides your mind to make menu choices.
Mind Eats First
By engaging both decision-making systems before you’re hungry, Orderly gets ahead of the moment. Guiding users to decide what they’re in the mood for, faster and smarter.
Delivery Disappointment
Creative Concept
A series of periodic check-ins to build your menu before the mealtime meltdown.
“Too hungry to think.”
“Too hungry to function.”
Because when we are hungry, our brain literally shuts down. Within a matter of minutes, we become:
System 1:
Visual Guided Prompts
Fast & Automatic
System 2:
Emotionally Guided Prompts
Slow & Thoughtful
User Incentive:
Ordlerly Rewards
Engaging & Encouraging
Team
Casey Hall - Strategy
Izzy Pinson - Art Direction
Meredith Moore - Experience Design
Sam Rosenberg - Copywriting
Noah McKee - Creative Brand Management