Kulina, a meal delivery service, faced a challenge in understanding what kept users engaged and loyal to their platform.
While the service catered to a wide range of users, no clear patterns emerged to explain why customers continued to use the platform or which factors influenced their retention.
The team needed to uncover these ‘AHA’ moments to refine their offerings and enhance user satisfaction.
This led to the central question:
Which factors most affect users’ decisions to keep using Kulina’s services?
Using JTBD framework in the interview.
Company
Kulina
Duration
1 month (2019)
My Role
Researcher
Responsibilities
Research Plan, Analyze Data, Interview, Mind Mapping
Impact
The research and resulting improvements had profound effects:
User Classification: Clear segmentation of users into actionable groups (New, Regular, and Loyal).
Retention Factors: Identification of key elements, such as meal variety, nutritional transparency, and reliable delivery, that influence loyalty.
Service Enhancement: Tangible updates, including refined menu sorting and detailed nutrition information, were implemented to better meet user expectations.
Approach
The team employed a systematic approach to identify user behaviors and motivations:
Exploration: Defined user classes and conducted in-depth interviews using the Jobs To Be Done (JTBD) framework.
Validation: Synthesized insights into actionable recommendations to improve the service.
Defining user classes based on user transaction behaviour.
Journey/ Process
To better understand user behavior, the team segmented users into three categories: New Users, Regular Users, and Loyal Users.
From a sample of 21 participants, patterns in transaction history, weekly orders, and retention periods were analyzed.
In-depth interviews guided by the JTBD framework revealed why users “hired” the service.
These conversations uncovered key motivations, such as solving the hassle of meal planning and the satisfaction derived from consistent, high-quality deliveries.
Many users transitioned from trial to loyalty due to positive post-order experiences.
Mapping the user journey across awareness, consideration, decision, and consumption stages highlighted pain points like limited meal variety and early delivery issues.
Conversely, emotional highs came from discovering reliable, tailored meal options.
Mapping user journey based on JTBD result.
The findings informed actionable changes, such as introducing menu variety, providing detailed nutritional information, and leveraging Instagram to re-engage users.
Seamless post-order experiences emerged as a critical factor in fostering long-term retention.
Using insights as based knowledge to do design sprint.
Result
The project delivered a clear understanding of user motivations and needs, leading to:
Enhanced Features: Improved sorting of menus by popularity and ratings, along with nutritional transparency.
Streamlined Communication: Better outreach through Instagram and targeted promotions.
Operational Adjustments:: Addressing delivery timing issues to enhance meal freshness.
These outputs not only addressed existing pain points but also positioned Kulina as a user-centric meal service, driving loyalty and long-term satisfaction.
