Paul Alexander - Product + Brand Specialist

Overview

Just Eat, one of the world's leading food delivery platforms, needed a comprehensive mobile solution for their growing network of independent couriers. As the gig economy expanded, delivery drivers demanded greater flexibility, transparency, and control over their work schedules and earnings. The existing system relied on manual coordination, unclear payment structures, and inflexible scheduling that frustrated couriers and led to inefficiencies in delivery operations. Just Eat required a digital-first approach that would empower drivers while optimizing their delivery network. This case study explores the strategy, research, design, and implementation of a mobile-first courier platform that balances driver autonomy with operational efficiency.

Product Vision

To create the most driver-friendly delivery platform that empowers independent couriers with complete schedule flexibility, transparent earnings, and smart tools to maximize their income while delivering exceptional customer experiences.

Problem Definition

The traditional courier management approach created friction for both drivers and Just Eat's operations team:

Courier Pain Points

Limited Schedule Control: Drivers had minimal flexibility in choosing their working hours
Earnings Opacity: Lack of transparency in how pay was calculated before accepting orders
Inefficient Routing: Poor navigation tools led to longer delivery times and wasted fuel
Manual Coordination: Heavy reliance on phone calls and manual dispatch
No Real-Time Support: Drivers struggled to get help when issues arose during deliveries
Unclear Offer Details: Insufficient information about pickup/dropoff locations before acceptance

Cannot see earnings breakdown until after completing delivery
Forced to accept delivery offers within tight time windows
Limited visibility into upcoming demand or peak times
Difficulty tracking weekly earnings and payment history
No way to optimize routes across multiple deliveries
Lack of schedule planning tools for consistent income

The Solution

A comprehensive mobile platform empowering courier independence

Core Features

Flexible Scheduling: Weekly availability management with open run marketplace
Transparent Earnings: See full pay breakdown before accepting any offer
Smart Routing: Integrated navigation with real-time traffic and multi-stop optimization
Live Offer Management: Review pickup/dropoff locations, distance, and earnings per order
Real-Time Tracking: GPS-enabled delivery tracking for customers and operational visibility
Earnings Dashboard: Complete breakdown of transit pay, tips, bonuses, and weekly totals
Schedule Planner: Set weekly availability and access supplemental open runs
Automated Payments: Direct deposit every Tuesday for previous week's earnings

Strategic Objectives

Maximize driver autonomy and schedule flexibility
Provide complete earnings transparency at every stage
Reduce time-to-delivery through intelligent routing
Enable couriers to maximize income through data-driven decisions
Build trust through clear communication and reliable payments
Scale courier network efficiently while maintaining service quality

Discovery

The Just Eat product team conducted extensive research with active and prospective couriers across multiple UK markets through interviews, ride-alongs, and surveys.

User Research

89% wanted to see exact earnings before accepting deliveries
76% struggled with existing navigation and routing tools
68% desired more control over their weekly schedules
82% found payment tracking confusing or incomplete
71% wanted better visibility into peak demand times

"I want to know exactly what I'm earning and have the freedom to choose deliveries that make sense for me. If I can see the route and pay upfront, I can plan my day better."

Key Features

The app presents delivery offers with complete transparency. Before accepting, couriers see:

Delivery Offer System

Total earnings including tips and bonuses
Pickup location with restaurant name and address
Delivery location with customer address
Estimated distance and travel time
Order details and special requirements
Countdown timer to accept or decline

Scheduling System

Couriers set their availability every week through the app. The system balances driver preferences with anticipated demand:

Set availability by midnight Wednesday for the following week
Schedule released every Thursday based on network demand
Access to "Open Runs" marketplace for supplemental hours
Real-time notifications when additional runs become available
Flexibility to pick up extra deliveries during scheduled hours

Earnings & Payment

Complete financial transparency throughout the courier journey:

Earnings Visibility

Pre-acceptance: View total earnings for each delivery offer
During delivery: Track active run earnings in real-time
Post-completion: Full breakdown of transit pay, distance pay, and tips
Daily summary: Total earnings and completed delivery count
Weekly history: Comprehensive view of all payments and earnings
Automated deposits: Direct bank transfer every Tuesday

Navigation & Routing

Integrated mapping with intelligent route optimization:

Turn-by-turn navigation to pickup and delivery locations
Real-time traffic updates and route adjustments
Multi-stop optimization for efficient delivery sequences
Offline map support for areas with poor connectivity
One-tap navigation to business with automatic location detection

Design Approach

Core Design Principles

Clarity First: Every interface element prioritizes clear, actionable information
One-Handed Operation: Primary actions accessible with thumb on the go
Glanceable Data: Key information visible at a glance while driving safely
Trust Through Transparency: Earnings, distances, and details shown upfront
Flexible but Structured: Balance driver autonomy with operational needs

User Experience

The interface was optimized for real-world delivery scenarios—often used while on the move, in varying lighting conditions, and requiring quick decisions.

Key UX Decisions

Large touch targets for easy interaction while wearing gloves
High contrast UI for outdoor visibility in bright sunlight
Minimal text entry—most actions are taps or swipes
Clear visual hierarchy separating critical from secondary information
Progressive disclosure to reduce cognitive load during deliveries
Persistent earnings counter for motivation and transparency

Technical Implementation

Built as native iOS and Android applications with real-time backend integration:

Native development for optimal performance and battery efficiency
Real-time order matching and push notification system
Background location tracking with privacy safeguards
Offline-first architecture for connectivity issues
Integration with Just Eat's order management and restaurant systems
Automated payment processing and earnings calculation engine

Results & Impact

Business Outcomes

Increased courier retention by 34% in first year
Reduced average delivery time by 18% through better routing
Improved courier satisfaction scores from 3.2 to 4.5 out of 5
92% of couriers actively use schedule planner feature
Decreased support tickets related to payment questions by 67%
Successfully scaled to support 50,000+ active couriers across UK

Courier Feedback

Top User Insights:

"Finally, a delivery app that treats me like a business owner, not just a driver."

"Being able to see my earnings before accepting an order completely changed how I plan my routes."

"The schedule flexibility means I can actually balance this with my other commitments."

"I love that I can see exactly where I'm going and what I'm earning—no surprises."

Lessons Learned

Transparency builds trust: Upfront earnings disclosure significantly increased offer acceptance rates
Flexibility drives retention: Giving couriers schedule control reduced churn dramatically
Context matters: Designing for real-world delivery scenarios (gloves, sunlight, movement) is critical
Simplicity scales: Focusing on core features first enabled rapid rollout and adoption
Driver input is essential: Continuous feedback loops with active couriers drove meaningful improvements

Future Roadmap

Planned enhancements to further empower couriers and optimize operations:

Predictive demand forecasting to help drivers plan optimal schedules
Gamification and achievement system to boost engagement
Enhanced earnings optimization recommendations
Social features to connect couriers in local areas
Advanced analytics dashboard for tracking personal performance metrics
Integration with electric vehicle incentive programs

Just Eat Courier app

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