Over the past four weeks, We have been fully immersed in a challenging product management internship with Sidehustle. This opportunity has allowed us to constantly learn and refine our skills through a diverse range of activities and projects. We have gained valuable insights into the product management process and developed a strong understanding of how to effectively manage and prioritize tasks.
As the first phase of the internship came to a close, we were assigned to teams consisting of seven members each. Our primary responsibility was to manage the development of a food delivery application. To ensure a successful outcome, we held an initial team meeting where we discussed the task at hand, analyzed the personalities and preferences of each team member, and determined the most effective ways to collaborate moving forward. This experience has not only allowed us to apply the skills We have learned thus far but has also given us the opportunity to work in a team environment and build strong relationships with colleagues.
Product Design:
After 1 week of efforts from ideation to customer validation and market research, we launched our first product design for our Food Delivery application Food2Door.
Read further to know how we made this possible from an idea .
The team behind the product:
Despite our continuous job and personal responsibilities, Pelumi, Adeyinka, Josephine, Zainab, John, Olayinka, and Vincent collaborated over five days, commencing with problem definition, customer discovery, and value proposition definition. We discovered that we can find the time if we enjoy what we do. We all came from various backgrounds and places and have never worked together before, but the desire to find a solution is what may be referred to as aligning with a shared "Vision," which is likely what brought us together.
Being a product manager involves more "WE" and less "ME," as every great product is always the result of team efforts utilizing a variety of skills. Before we can empathize with our users, we must first do so with our Team.
Day 1: Understanding Problem Space, Target Market, and Product Strategy
Nigeria has a fast-growing population with an increasing demand for food delivery services. However, the current food delivery market in Nigeria is highly fragmented, and there is a lack of reliable and efficient delivery services. Most existing food delivery services have limited coverage areas, resulting in significant delays and a poor customer experience.
We got together to solve the food delivery issue. To further understand the problem domain and pain points of the impacted target consumers, surveys were conducted. As we began to uncover several layers of the issue through the analysis of survey results throughout our investigation, we fell in love with it. We found that the consequences of inadequate food delivery service for users were numerous.
Our initial version of the problem statement:
“Due to inefficient delivery services, high delivery costs, constrained coverage areas, and a lack of payment choices, meal delivery applications are problematic for busy people. These problems may interfere with their regular activities and daily plans.”
We decided to validate this problem and made a couple of assumptions, before conducting user research.
Our key assumptions
The existing food delivery services have limited coverage areas.
Inefficient delivery services.
High delivery costs
The inability of users to identify riders/driver delivering their orders.
With the above assumptions to evaluate we defined our target persona and the target group for research.
Next, we did user research through surveys. We found interesting insights through the surveys.
Key Learnings:
It's crucial to establish the target user persona and scope the problem during the problem discovery phase.
Recognize the significance of the issue and comprehend the target user's path.
Focus on solving just 1 or 2 of the most important issues first.
Problem definition is an iterative process that is improved by user research.
Consider the issue from the user's point of view to determine why and when it happens.
Day 2: Defining the Value proposition
We developed our first concept and various potential solutions based on the user study. Our original plan was to create a mobile application because it offers greater coverage than a website.
Our value proposition is to provide our customers with an effortless and convenient food delivery experience, characterized by prompt delivery and real-time tracking of orders. Our service guarantees transparency and security by disclosing the identity of the delivery personnel and accepts various payment methods. Additionally, we incentivize customers to use our service frequently by offering a loyalty program.
The next step was to begin gathering user requirements and identifying the essential metrics to evaluate our value proposition.
Goal | Metric | KPIs |
To deliver food to customers in a seamless manner that is simple and easy to use. | The number of new users using the app. | 100 new users using the app in a week. |
The number of existing users using the app. | 30+ Returning visitors in a week. | |
The Number of positive reviews from users. | 40+ positive reviews in a week |
Food2Door Roadmap
You can access the full version of the roadmap by clicking here.
We were now prepared to start collaborating with the product design team to bring our concept for the food delivery app to life.
Key Learnings:
It's critical to comprehend the user experience and key touchpoints in order to define the value proposition.
It's crucial to go back and review the problem description while determining the Value.
The value to the user determines the order of the features.
Days 3-5: Design, and Measure
Together with the product designers, we began creating the product and followed up with numerous design validation iterations to ensure its viability. Several times throughout the design phase, we went back and updated the problem definition.
Check out our Food2Door app design from wireframing down to the high fidelity designs by clicking the "The design process" link below.
The information will include specifics on how we created this application.
Key Learnings:
Product design is an iterative process that improves with each feedback.
Revisiting the problem statement is crucial to confirming the purpose behind a feature's development.
Prioritizing features is crucial before creating the product.
We will leave you with this
Managing a product is a spiral that expands as you go, not a road you take in a straight line.
Being a PM requires more use of soft skills, therefore being able to influence and communicate with people at all levels is crucial.
PM is user-centric and not about tools and frameworks.
Credit Oluwapelumi Kehinde, Adeyinka, Zainab Adebisi , Farinloye Olayinka , Yeiyah Josephine , SUSAN Adenike ADELOWO , and John Onwubiko