iFood • 2021
My Role
Lead Designer
Timeline
2 months
Key activities
Project Management
Leadership
Tests and Validation
User Research
Visual Design
Prototyping
Overview
iFood stands as the largest foodtech company in Latin America, processing over 60 million orders per month. However, it has faced considerable criticism due to the volume of plastic waste it generates. To align with the company's goals for environmental responsibility and improve its societal image, we embarked on a mission to make a positive change.
The clients value their association with a stamp that distinguishes them from competitors while embracing the principles of environmental sustainability. To meet this demand, we introduced the "Friend of Nature" stamp. This exclusive club is reserved for clients who actively support our eco-friendly efforts. They can request disposable items with their orders, ensuring a more sustainable approach without compromising convenience.
THE MISSION
Brazil is the fourth country that discards the most plastic in the world, according to the World Wide Fund for Nature (WWF). There are 13 million tons per year, of which only 150 thousand tons are recycled.
To help combat the problem, iFood made a public commitment in 2021 to reduce the percentage of plastic used by 50% in delivery and allocate everything else for recycling.
ACTION
We started running a qualitative user research with a few restaurant owners to understand their habits and how their operation works and a quantitative survey in the platform to understand their thoughts about disposables.
75%
Restaurants used to send disposable automatically, even whit no client requests
10%
Restaurantes that were used to ask clients to pay for the disposables
95%
Restaurants interested in change their operation to deliver less plastic
Restaurant owners are willing to do anything to be highlighted in the app because they know it will lead to increased sales. That's why their main goal is to obtain the Super Restaurant Stamp, which is exclusive to well-rated stores with a low complaint rate and those that offer the best experiences on iFood.
So, how could we use that in our favor?
HYPOTHESIS
Consumers will trust and admire restaurants that care about the environment, leading to increased loyalty and preference.
Restaurants will gain greater relevance, experience higher sales, and reduce operational costs by adopting eco-friendly practices.
The planet will benefit from a reduction in plastic pollution, contributing to a healthier environment for future generations.
Stamp Strategy
We have decided to introduce a new stamp called 'Friend of Nature,' which will be exclusively available to restaurants that do not use disposables or only provide them upon customer request.
This stamp holds significance for both the end consumers and the restaurants. For consumers, it signifies a restaurant's commitment to social responsibility, while for restaurants, it offers the potential to boost sales and decrease expenses by reducing disposable usage.
It's a win-win situation for all parties involved.
MEET
External material
Landing Page
To capture public attention, we developed a streamlined landing page specifically designed to promote the campaign to new restaurants.
The page featured a clear value proposition, outlined the benefits, and included frequently asked questions (FAQs) to facilitate quick conversions.
Desktop Portal
To introduce the campaign to our clients, we incorporated several entry points within the portal to provide them with more information.
Clients were required to answer a series of questions to opt-in and obtain the seal. Additionally, they were asked to make commitments both to iFood and to the environment as part of the process.
Consumer App
We implemented an additional step in the checkout process, and despite initial concerns, the feature has demonstrated significant improvement compared to its absence.
The addition of this step prompts users to consider whether they truly need disposables, with the default option 'No, I don't' pre-selected. As a result, there has been a considerable reduction in the quantity of disposables being sent without request.
Marketing media
As the initial results emerged, iFood recognized the significant potential of this tool and determined that it should be showcased to a wider audience.
We collaborated closely with the marketing team to develop a comprehensive marketing campaign aimed at showcasing our company's initiatives to the public.
360M
Orders without disposable since 2021
130T
of plastic saved every month
90%
Restaurants joined the campaign
This project was completed in 2021 and remains a live feature, utilized by millions of people on a daily basis. It serves as a testament to the idea that small initiatives can yield significant impact, and it stands as the case study I am most proud of.
I sincerely hope you find it impressive and valuable!