Similarities: The typical scenarios of demand generation overlap in part in terms of ordering, waiting, payment, and evaluation; at present, whether it is take-out or taxi-hailing products, they all belong to B2C2C (Business To Channel To Clinet, business-channel-customer) products, Coincidence in typical needs is also reasonable.
Differences: The platform provides different services based on user needs - Didi platform is the logic of delivery service, focusing on the "long-term contact" between drivers and passengers; Didi has a driver's credit system, service rating, payment experience , The platform algorithm scheduling requirements are strict; Meituan adopts the logic of food delivery service. The logic of food delivery is that the courier and the user are in "instant contact". How can its greatest technical content be effectively dispatched in the crowd tactics, and The quality of service a rider can provide is hardly higher than that of a driver.
2. Product Design
1. Business process comparison
Role, behavior and collaboration: In the B2C2C model, if the takeaway product considers merchants and riders as the business side, the platform as the channel, and the customer as the order user; similarly, under the same model, taxi products can also be Similar division; from this point of view, it can be said that the role settings of takeaway products and taxi products are the same.
User goals are different: takeaway product users need convenient catering services, while product software is travel services. Different goals of users are reflected in the business logic of the product, which is the difference in user behavior patterns.
Segmentation of the business end: The service provider in takeaway products is composed of merchants and riders; taxi products only have the role of a driver.
The tasks undertaken by the platform system are different: the significance of the existence of the platform system is to realize the connection and matching between business and customers. Different user goals and business suppliers determine that the tasks of the platform must be different in practice; Service requires a stronger integration planning strategy of the platform system, which is reflected in the business logic of the product as the difference between activity and collaboration.
2. Functional Design: Comparison of User Sides
The taxi products are selected for product country email list analysis by Didi, and the takeaway products are selected by Meituan for analysis:
3. Product prototype: user end
From the product structure diagram, whether it is a take-out product or a taxi-hailing product, on the homepage/first-level page, the necessary tools such as positioning, search, and filtering are placed in a prominent position on the homepage, which reduces the learning cost of users.
The homepage strongly reminds the currently operating preferential activities, and attracts users to place orders through the release of coupons, subsidies, etc., and enhances the user conversion rate; the process after placing an order is compact, and the ease of use of the product can be guaranteed.
Compared with the richness of the personalized recommendation content on the homepage, takeaway products are obviously more abundant; this is because users are more inclined to standardized travel services than travel services. In catering services, users are more after a personalized customized experience.