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Research shows that there are two reasons for churn in food deliveries.

First, X% customers
never reuse apps because of late deliveries. Second, Y% customers never order again if they
receive a wrong order.

To solve customers’, need for trust, we must build a mobile app for Amazon restaurants. This
would enable users to receive accurate and on-time orders. Our customers are consumers and
restaurants. For the scope of this product, we have limited delivery to Fulfilled by Amazon.

We would ask three questions from restaurants: First, we want to check their order and
inventory management processes. This will help build an inventory management platform to
help restaurants put out-of-order flags to dishes. Second, we would enquire the restaurant’s
capacities during peak and non-peak times. This would help us ensure we’re building the right
algorithm for expected delivery time. Third, we would ask the restaurants how they currently
track their delivery responses. This will help us integrate Fulfilled by Amazon process with our
order tracking system,

We would ask two questions from customers: First, we would ask what kind of reviews
influences their purchase decision. This will enable NLP based customer review models.
Second, we would ask how often they check the status of their order. This would help us
connect us with Amazon logistics through RESTful APIs.

We faced two challenges. First, customer reviews through NLP would take 2 months to finish
after development and testing. So, we have decided to keep developing this feature but release
it in P1. Second, while scaling this app to foreign markets, we will face locale translation issues.
So, we would partner with localization teams to translate our UI into different languages.

We’ll launch in four phases: P0, P1, P2, and P3. In P0, we would have the MVP that contains
the minimum features to establish the customer journey. We would onboard 15 restaurants in
the Seattle area. We’ll create a platform for them to enter their item, photos and prices. We
would also build an inventory management tool. This tool will allow restaurants to track capacity
using ingredients and no. of orders. Once a dish is out of capacity, restaurants would flag it and
it would not appear in the consumer’s menu. We will also assist restaurants in finding how much
quantity of a dish they can prepare using existing ingredients. Finally, restaurants will be able to
use Amazon Payment Gateway to generate invoices and get paid. We would allow users to look
at restaurants and place orders. We would also ensure restaurants are able to use inventory
management and Amazon’s payment gateway. We would collect delivery/pickup timestamps
through Fulfilled to test on-time deliveries. We would also collect customer feedback through
Amazon support, app-reviews and CloudWatch.
In P1, we would add customer reviews based on NLP based topic models. We would also
improve existing features based on feedback. We would also increase the coverage of the app
to 5 states (CA, MI, MA, CO, and WA).
In P2, the customers would be able to track their orders using Amazon Fulfilled API
connections. We would also create a delivery estimate model. This model would use inputs from
Amazon Fulfilled, Google Maps API data and historical delivery times. This model will show
accurate expected delivery times to consumers.
In P3, we would launch the product across the USA and add large English-based markets (UK,
Canada, Australia). We would also enable customers to check the live status of their order. This
live tracker would combine signals from restaurant’s app and Amazon Fulfilled APIs. In P4, we
would add localization features and launch the product globally.

To decide MVP (P0), we made trade-offs between customer features and time-to-launch. We
chose MVP features because of two reasons. First, we need to maximize user trust in the
delivery process. Second, we also want to test the inventory management system on a small
scale before onboarding more restaurants. We needed to optimize the balance between
customer experience and engineering resources.

P0 would be a hybrid app based in AWS ecosystem. It would contain an HTTP-based UI which
is supported by Amazon API gateway and Amazon Lambda for business flows.
In the MVP, A user will be able to sign in or sign up for an Amazon account using Amazon
Cognito User APIs. They will then pay using their Amazon account through Payment API
connection. We would provide Amazon customer support to collect feedback on service and
features. we would also analyze logs from CloudWatch to see if the features are enabled would
also involve testing the UX. We will work with customer experience team and would ensure the
product scores 90%+ in all the features.

To ensure the features and tech stack are ready for launch, we will create testing criteria based
on different features. In P0, the customer journey will be done when a user is able to log-in, pay
and receive the order at their doorstep. A restaurant journey is complete in three steps. First,
they can see new orders and use the inventory management tool. Second, they can initiate
pickup from Amazon Fulfilled. Third, they get paid through Amazon Payment Gateway. Also, to
be ready for launch, the product will need to pass tests for App latency and responsiveness. In
P1, in addition to P0 criteria, the customer reviews are done when more than 90% users can
access personalized reviews based on their choice of attributes (speed, taste, variety etc.). In
P2, the product will be ready to launch when live tracking functionality will be enabled. This data
will be updated on the consumer’s interface through RESTful APIs. To ensure scalability, the
product will be ready when at least 95% of restaurants are able to change prices. This criterion
also applies to out-of-stock dishes and Amazon Fulfilled pickups. In P3, we will test the
accuracy of locale translation to check for readiness to launch. The product will be done when at
least 95% of pages in foreign markets are translated into foreign languages with 100%
accuracy.

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