top of page

Improving the Reorder Rate on QCommerce

ezgif-8f1afa4b890f8e.gif

ROLE

Designer, Researcher

TIMELINE

2.5 months

TOOLS

Figma, Miro, UsabilityHub

IMPACT

We successfully increased the reorder rate within the span of 2 months, by increasing the discoverability of reorder, adding images to improve familiarity and improving the flow.

foodpanda operates in 11 markets in Asia (Singapore, Hongkong, Thailand, Malaysia, Pakistan, Taiwan, Philippines, Bangladesh, Laos, Cambodia, Myanmar)

foodora operates in 8 markets in Europe (Austria, Czechia, Denmark, Finland, Hungary, Norway, Slovakia & Sweden)

Yemeksepeti operates in Turkey.

Foodpanda-Logo.wine.png
Foodora_Logo_Cherry-Pink_RGB-1.png
Yemeksepeti Yeni 2021-01.png

PREVIOUS EXPERIENCE

fd.gif

Discoverability of reorder is very limited, and the flow does not encourage browsing as it directly brings you to the Cart page.

NEW EXPERIENCE

reorder.gif

Increasing the discoverability of reorder, adding images to improve familiarity and improving the flow to encourage better shop browsing experience

01

PROJECT CONTEXT

BACKGROUND

Reorder feature simplifies ordering process by allowing users to seamlessly buy items from their previous purchases.

PROBLEM STATEMENT

-Data analysis has shown that only a small portion of our users utilize the Reorder flow.

-There's only a sole entry point to view user's past purchase

-Although the reorder usage is low, our data indicates user's tendency to reorder the same items from the same vendor

OBJECTIVE

Increase the Reorder flow usage rate by addressing the gaps in the user experience.

02

DISCOVERY

I/ CURRENT FLOW

Screen Shot 2022-12-19 at 16.21.29.png

II/ REORDER: FUNNEL CONVERSION RATE

Screen Shot 2022-12-19 at 16.17.03.png

6.2%

sessions reached My Orders (only Reorder entry point)

1.1%

sessions reached Reorder Summary from My Orders

36.35%

reached Summary but didn't proceed to Cart

III/ REORDER SUMMARY: FUNNEL CONVERSION RATE

Screen Shot 2022-12-19 at 21.19.59.png

46% cases are covered by our existing Reorder feature:

36%

kept all items and added nothing else

10%

removed some items but added nothing

54% cases are not covered by our existing Reorder feature = huge opportunity!

21%

switched vendors

16%

built a whole new cart

17%

customized cart with new items 

IV/ FREQUENCY OF ITEMS REORDERED (APAC)

  • In Myanmar, 75% of SKUs are reordered by the same users within a week.

  • Across APAC, more than 50% of reorders happen on a weekly basis.

Screen Shot 2023-09-28 at 14.32.47.png
Screen Shot 2023-09-30 at 21.49.08.png

An analysis of reordered categories in APAC revealed the following top four categories, based on average monthly customer preferences:

​

 1. Beverages,

2. Staples,

3. Water, 

4. Alcohol

V/ TYPE OF CATEGORIES REORDERED

VI/ DESK RESEARCH

REORDER MOTIVATION

  • Users tend to have recurring purchases, preferred brands from some items and also from some shops depending on their own selection criteria.

  • Users look for safe options and try to avoid risk by going to familiar places.

Source: Homescreen Q4 Research  |  n=16 (Singapore🇸🇬, Finland🇫🇮, Japan🇯🇵, Taiwan🇹🇼)

REORDER PAIN POINTS

  • Users wanted to reorder from same shop, but not same items, so they had to remove items manually.

  • It's hard to find the previously ordered items in the Shops Detail Pages (Customer forgot what she/he had ordered from this vendor previously)

  • As quoted, "It is time-consuming to repeat the same order from menu for an order that I had previously bought")

Source: Pandora Evaluation Workshop 2022

REORDER CONTEXT

  • In the Homescreen uesr testing, it was discovered that depending on the time of the day and the setting, users juggled three main needs: save money, explore, and reorder.

Source: Homescreen Q4 Research   |    n=26 (Singapore🇸🇬, Sweden🇸🇪, Thailand🇹🇭)

REORDER QUANTITATIVE DATA

  • 20% of all restaurant orders are placed from customers restaurants they've ordered recently.

  • 60% swimlane orders are placed from the "Order again" swimlane

  • 92% of sessions on the Menu page come from returning customers.

Source: Reorder Experience Quant Data 2022

TARGET CUSTOMER SEGMENT

These are the primary segments of customers for ordering experience. Ranked, our reorder feature would be most relevant for:

1. 🟩 High Freq Organic​

  • Reorder saves time and matches existing behavior

2. 🟪 High Freq, Non-Organic

  • Still frequent, so reorder helps — but their behavior might change if incentives drop

3. 🟨 Low Freq Organic

  • Not ordering often, but reorder might nudge them into higher frequency

4. 🟥 Low Freq, Non-Organic

  • Least engaged, mostly respond to deals — unlikely to use Reorder unless paired with strong incentive

Screen Shot 2023-09-28 at 14.26.12.png

VII/ PAST USER VOICE (2024)

"Searching and browsing the same items I buy each week is repetitive and time consuming..."

"I don't always remember everything that needs to be restocked..."

"Item discovery is not usually relevant and more difficult compared with brick and mortar."

"I miss opportunities on savings because I'm not aware of the ongoing promotions and deals on the items I usually buy."

HYPOTHESIS

Low reorder usage stem from:

  • H1: Limited awareness of the Reorder component:

    • Users are unaware they can reorder QCommerce orders, or

    • Users struggle to locate them in the 'My Orders' screen.

  • H2: The current reorder component doesn't effectively encourage users to explore its functionalities

03

IDEATION

Screen Shot 2022-12-31 at 18.13.52.png

PRIORITIZATION MATRIX

Feasibility vs. desirability matrix to help prioritize the initiatives and ideas for Reorder.

Following the priority matrix, our focus areas include these three:

  1. Adding entry points for reordering, with a specific emphasis on increasing the component's visibility.

  2. Enhancing information within the reorder component.

  3. Rethinking the flow to increase likelihood for formulating bigger basket size

Screen Shot 2023-01-01 at 10.08.37.png

Focus Area #1: Adding entry point for Reorder

Screen Shot 2023-10-01 at 09.12.31.png

EXISTING EXPERIENCE

Entry point from QCommerce Hamburger menu (Homescreen)

Consideration:

  • Data shows very low usage (1.1% CTR)

Entry point from QCommerce Shop Detail Page (specific store)

Consideration:

  • Data shows low usage (5.5% CTR) compared to other component on the Shop Detail Page

NEW IDEAS

Entry point: QCommerce Shop Listing Page ⭐️

Potential:

  • Swimlane has the highest CTR (18.89%) as compared to other component on the page

  • Higher percentage of users going to Shop Listing Page (HS -> SLP) than Shop Detail Page (HS -> SLP -> SDP)

  • Can show past purchases from different stores, not restricted to just one store.

  • ​Users landing here have already expressed shopping intent.

Group 3874.png

Entry point: QCommerce Cart Page

Potential:

  • Higher likelihood of increasing the user's basket size, as users landing there definitely have already expressed shopping intent
     

Consideration:

  • Restricted to only showing past purchases from a specific store (requires a user to click on the Shop Detail Page to Cart first)

Group 3873.png

Entry point: QCommerce Order Tracking Page

Potential:

  • Users are still in their "shopping mode" mindset here

  • Great chance to seed their next purchase
     

Consideration:

  • Users might dislike it when the items offered are not relevant for them

  •  Users are primarily there for tracking their first order, not place 

Group 3872 (1).png

Entry point: Restaurant Detail Page

Potential:

  • Has a chance to remind user to reorder as users landing there have expressed shopping intent
     

Consideration:

  • Relies on how relevant we can show the past purchased items here - for example, when user is looking at a pizza restaurant, we gently nudge them to reorder sauce or wine (pairs well with pizza)

Group 3872.png

Entry point: Push Notification Nudge

Potential:

  • Higher likelihood of increasing the user's basket size, as users landing there definitely have already expressed shopping intent
     

Consideration:

  • Restricted to only showing past purchases from a specific store (requires a user to click on the Shop Detail Page to Cart first)

Group 3873.png

WHY DID WE CHOOSE SHOP LISTING PAGE (SLP)?

Reason #1: Based on the current performance, we can see that the Vendor-specific Swimlane is the best performing component on the Shop Listing Page even though the positioning is below the fold and beneath other components such as Vertical, Carousel, SLP Product Swimlane.

​

This indicates that there's potential here to surface our Reorder, since it's vendor-specific.

Screen Shot 2023-09-30 at 22.51.22.png

Reason #2: Based on a Co-creation activity conducted with 6 participants from Internal panel with no context (non-foodpanda users), the result also showed that Reorder component was one of the things that they requested on the page.

Screen Shot 2023-10-01 at 11.35.26.png

Focus Area #2: Enhancing the Reorder component

EXISTING COMPONENT AUDIT

  • The component is too texty, so there's a higher likelihood of it being easily skipped by users.

  • The component only allows two products to be shown here, which is an issue especially because the ABV/Average Basket Size for QCommerce is 7 (based on 2022 data)

  • No incentives or appeal as to why a user should do reorder here.

dd.png

EXPLORATION

  • Existing: Store name, previous items bought, timestamps, total price, reorder CTA.​

  • New added information:

    • Delivery time and delivery fee → Added transparency for users

    • Picture of the items → Increase familiarity, freeing up space for more items to be shown

    • Discount → Good for price-sensitive users (APAC)

Group 316128592.png

Focus Area #3: Rethinking the flow to increase likelihood of formulating bigger basket size

EXISTING USER FLOW

Screen Shot 2022-12-22 at 16.40.04.png

NEW USER FLOW

By adding the features we are trying to develop, we are mitigating the pain points that the users encounter in real-life situation.

Screen Shot 2022-12-22 at 16.39.58.png

04

VISUALIZATION

I. COMPONENT DESIGN

Screenshot 2025-04-01 at 12.10.31.png

1. Increase user familiarity and reduce cognitive load by showing the store & items image

​2. Add more transparency in the component by showing delivery information & discounts

3. Cater to the deal-hunter / price-sensitive segment by showing discounts

4. Better hierarchy of component information and the rank of items being shown.

Cognitive flow: How users process the component

Screenshot 2025-04-01 at 12.21.22.png

II. OVERALL CHANGE

Screenshot 2025-04-19 at 17.04.05.png

1. Increasing the discoverability of reorder,

2. Adding images to improve familiarity, and

3. Improving the flow to encourage better shop browsing experience

05

EVALUATION

USER VALIDATION

Unmoderated test on UsabilityHub

n=20 in Pandora's top performing countries within EU & APAC (Sweden, Singapore, Norway, Malaysia)

​

KEY LEARNINGS

  • Majority of the users understood:

    • Overall reorder component (18 out of 20 people -> 90%)

    • Few users (10%) struggled to understand the meaning behind the overall component due to not reading the scenario clearly, and due to focusing on the discounts part.

​

  • Based on the degree of importance, these are the parts ranked (from most -> least):

    • 1. Previous order date (mean: 4.7)

    • 2. Store offers (mean: 3.55)

    • 3. Delivery time & fee (mean: 3.5)

    • 4. Store name & logo (mean: 3.3)

    • 5. Previous total price (mean: 3.2)

    • 6. Previous items bought (mean: 2.75)

Screenshot 2024-10-14 at 09.43.53.png

IMPACT OF DESIGN

Screen Shot 2023-10-02 at 08.53.23.png

1/ NEW REORDER COMPONENT

  • With the reorder component on Shops Listing Page, 30.29% sessions which loaded Shops Listing Page clicked into the Reorder swimlane. 

  • 67.8% sessions who clicked into Reorder swimlane loaded the reorder bottomsheet

  • 15.3% sessions which loaded the reorder bottomsheet accepted the reorder bottomsheet by clicking “Add items to cart” CTA while the remaining 84.7% of sessions clicked “Back” CTA

  • 58.6% sessions converted to a transaction after accepting the “Add items to cart” CTA

​

II/ NEW BOTTOM SHEET COMPONENT

  • With the reorder bottom sheet flow, there's statistically significant increase in:

    • Average Basket Value (ABV)

    • mCVR4

FURTHER IMPROVEMENT (PLANNED/ ON BACKLOG)

1. Improvement to the bottom sheet (to face Out of Stock items.)

After the Central team works on improving the recommendation system, we should be able to recommend similar items in case of out of stock, to reduce customer churn rate and encourage discovery of a store's assortment.

🟡 STATUS: ON BACKLOG

Screen Shot 2023-10-02 at 09.29_edited.j

2. Adding entry point to Reorder on Cart page

By adding the previously purchased section, we increase the likelihood of users adding relevant items to their cart. This leads to an increase in the average basket value (ABV).

Experiment result:

↑ 3.96% increase in Cart to Checkout rate

↑ 3.18% increase in Shops ABV

🟢 STATUS: LIVE

Screen Shot 2023-10-02 at 14.48.11.png

3. Enhancing Reorder Component

Data shows that Beverages, Staples, and Water are the most frequently reordered items— in that order.

 

By consistently surfacing items in this ranked sequence, we can boost the chances of users reordering.

🟡 STATUS: ON BACKLOG

Screenshot 2025-04-01 at 19.14.50.png

4. Personalized Contextual Trigger

Building personalized trigger will hopefully help increase the intent of users to make an action even if they had not initially planned on shopping before, through CRM notification.

​

This should be tailored to a user's past purchase habit -- weekly, biweekly, or monthly basis.

Screen Shot 2023-10-02 at 15.12.29.png

FURTHER IMPROVEMENT

1. Personalization based on our Customer segments​​​

Screenshot 2025-04-01 at 20.28.29.png
bottom of page