Report Date: March 28, 2020
Table of Contents
I. PRODUCT OVERVIEW 3
1.1 Product introduction 3
1.2 Product positioning 3
II. PRODUCT ANALYSIS 4
2.1 Basic Functional Structure Diagram 4
2.2 APP Event Flow Chart 6
III. User Analysis 8
3.1 User Portrait 8
3.2 User Empathy Map 10
3.3 User Experience Map 11
IV. Hungry Mou is a local life platform founded in 2008, mainly engaged in online takeout, new retail, instant delivery and catering supply chain and other businesses. In the past 10 years, Hungry Momma has taken "Everything 30min" as its mission, and is committed to using technology to build a local life service platform, promote the digitalization of China's food and beverage industry, and cultivate takeout into the third regular way of Chinese people's dining after cooking and dine-in.
Meituan Takeout is the online food ordering platform of Meituan.com, which was officially launched in November 2013 and is headquartered in Beijing.
The number of users of Meituan Takeout reaches 250 million, the number of cooperative merchants exceeds 2 million, and the number of active delivery riders exceeds 500,000, covering more than 1,300 cities, and completing 21 million orders per day.
1.2 Product Positioning
The main business of Meituan Takeout and HungryMall is the catering takeout platform, but now they are also entering the field of same-city delivery, and they are also getting involved in the upstream procurement of ingredients for catering. From the pace of the two APPs, his future is clearly not limited to food and beverage takeout, it is likely to be a local life platform, do the same city delivery instant reach.
Two, product analysis
2.1 Basic functional structure
It can be seen that the above two APP in the basic functional structure, the difference is not great, are the structure of the 4-level columns, the use of more convenient.
Overall, because Meituan as a whole is a large software, so its Meituan Takeaway focuses more on the takeaway aspect, and HungryMall has also begun to expand to communicate with other products.
From the page layout point of view, hungry more focused on the display of the brand pavilion, the lack of takeaway product categories, you need to enter the second level interface screening, while the Meituan takeaway home page to provide popular restaurant categories and restaurant screening, more effective information.
2.2 APP Event Flow Chart
3. User Analysis
3.1 User Profile
3.1.1
Students
In most colleges and universities, students don't go to the cafeteria because of Internet access, games, etc., and takeout has become a must-have APP for most college and university students because of the wide variety of food and convenient delivery. In most colleges and universities, students' cell phones are essential APPs, and therefore, students have become one of the main target groups of takeaway APPs.
3.1.2
White-collar workers
Due to the fast pace of urban life, it has become common for white-collar workers to work overtime and spend more time on commuting to and from work, so they basically do not have the time to cook, and most of them solve the problem of eating by ordering takeout.
3.2 User Empathy Diagram
According to the analysis of the user empathy diagram, basically, the basic demand of all users for takeout is fast delivery, and the problem of the taste of the food belongs to the merchants rather than the takeout platform. Users demand that order information be open and transparent during the delivery process of takeout, so as to facilitate users to know the real information of the order at any time and any place. At the same time, users also want riders to have a good service attitude.
3.3 User Experience Map
Four, Summary
Today's society is economically developed, the pace of life is fast, and the takeaway APP is used more and more frequently in our lives. The emerging way of takeaway APP is gaining momentum and will become the third way of eating after cooking and cafeteria.
At the same time, takeaway APP is also facing a series of problems, APP is just a platform, it provides a way to buy, and only high-quality food and efficient delivery can retain users. Therefore, to ensure the quality of merchants, optimize the delivery process and effective supervision is the root of the development of takeaway APP.