Getting order help right is critical to creating happy customers. When these customers are hungry, order timelines are short and the product is operationally heavy, a whole new level of complexity and emotion is added to getting this right.

This made it all the more important to obsess over the details to ensure we were saving bad order experiences. Below is a quick overview of the notable features we've built along the way:

Order help decision tree

We built dynamic Order Help experience that triages order enquiries to provide customers with the best and quickest resolutions depending on the stage of their order. During live orders, this directs customer to contact their rider, use self help features or contact customer service. For completed orders, we can direct customers to self help features or customer service depending on the severity of the issue.

Self reporting of order issues

To solve customer contact volumes, we built a feature that allows customers to self report order issues. We can now offer customers quick resolutions for minor issues or allow them to continue the conversation with a customer service rep for more complex order issues. Building this enabled company compensation policies to be optimised through experimentation – something that had previously been decided through intuition alone.

Photo upload

Enabling tighter feedback loops between customers, Deliveroo and our restaurant partners when things go wrong. Requiring customers to upload photos of problematic orders has increased trust from our restaurant partners for the robustness our compensation system. For customers, this met their need of feeling heard by Deliveroo and its restaurant partners through providing detailed feedback on poor orders.

Cancelling orders

Orders can be accepted by restaurants fast. To improve the experience and ability to cancel orders, we brought the functionality from Order Help and built it directly into the order tracker.

Phone verification

To improve account security and ensure genuine customers get great service, we introduced phone verification to limit the misuse of order help features. We made sure the flow is quick to complete, as it is triggered when customers are looking for help with their order.