How can Olio provide a more more opportunities for users to volunteer and increase the coverage of collections and save more food from going to waste?
Olio partners with supermarkets like Tesco and Sainsbury's to rescue their unsold food. The business' provide times (slots) for Olio's volunteers to collect the food from stores. The coverage rate of these slots are measured by how many have an assigned volunteer to collect the food. Olio needed to increase the amount of Volunteers claiming these collections.
I kicked off the project by having interviews with the key stakeholders of the project and reviewing what analytics we had around the current collection adverts.
From this, I identified a key takeaway:
• There was a large appetite (72% of Olio users) who would be interested in volunteering with Olio to help rescue food.
Looking at the users who were interacting with the collection ads, I created a process map of their experience.
This lead me to identifying the key problem that we needed to solve:
If we considered the user's context, then we'll be able to better facilitate their needs and interests.
I wire-framed two flows (for the two user types Olio had; volunteers and non volunteers) and then setup user testing sessions with these user types.
The user testing validated the two banners (volunteers being interested in seeing more collections, and non volunteers being asked if they were interested in volunteering).
Following the results of the user testing, I refined the designs and shared them with the wider team. The updated banners were launched as an A/B test.
After 2 weeks the non volunteers converted to volunteers by an increase of 8.66%, and the volunteers claimed additional slots by an increase of 14.6%.
After 2 months, the slot coverage had increased by 15% up to an 81% coverage rate, which was a huge improvement!
