Redesigning how customers interact with customer service when missing an item.


Note: This is not associated with Grubhub.

I love food and I love food delivery. However, once in a while food delivery fails and the process to get your money back becomes a nightmare. Sometimes, you're stuck spending many minutes waiting for a response from customer service to reply.

I wanted to challenge myself to redesign the Grubhub refund experience within two weeks by using human centered design. My solution is to pre-bundle questions for the user to answer while waiting for a customer service representative. These bundle of questions allows the representative and customer to communicate fluidly with less frustration.


User Researcher, Product Designer


2 weeks

The Goal

Allow the customer to recieve quick customer care.

The Problem Space

Customers have difficulty expressing their problem to customer care.

Sometimes during food delivery, things can go wrong and part of your food may be missing, or your food may never arrive. You then need to contact customer care and if you choose to talk to a live person online, you'll have to explain your situation and then sit through a very long queue. If you live in a large city during a busy food delivery hour, your queue will end up probably much longer. Waiting for an indefinite amount of time makes you more frustrated and hangry by the minute! You then are asked to explain your situation slowly as you are prompted by the customer care.

The feeling after dealing with customer care.

The Business Rationale

The faster the customer care, the more likely the customer will stay loyal to GrubHub.

As of Q1 in 2019, Grubhub has over 19.9 million active users and 115,000 associated restaurants across 2,200 cities in the United States. While they do have alot of active users, loss in customers due to customer service creates a loss in customers and active users.


01. Help Menu Context

Currently, the help menu has no context unless you read the menu. Adding context about the current or previous order, improves faster customer support service.

02. Extending Help for Missing Items

Extending the Help section creates an opportunity for customers to elaborate and narrow down on the problem before talking to customer care.

The Design Solution

Create a workflow so that customers can express their issue before contacting a representiative.

Creating questions for the customer to answer before the call will help the representative answer the question faster

Mobile Focus

Based on user research, more people contact customer care on their phones. Thus, I plan on redesigning the mobile version workflow when people need to contact customer care.


I wanted to first take a look at what is customer care. What are the pros and cons along with the reasons why people end up contacting customer care in the first place. I used online and in person interviews to figure out what was the best way to create efficent customer care.

Empathy Research

I conducted empathy research inperson, online and through surveys. The goal was to understand how customers interact with customer service regarding customer care.

You can find all the data to the interviews here on this Google Sheet.

28 Online Surveys - Customer Side

I initially surveyed 28 people worldwide through a Google Form Survey. This form was shared through Facebook and Reddit on several groups. This was to get a vast amount of people online. However, does not represent age groups higher than 35 years of age unfortunately.

Goal: To see if people who ordered food on a mobile device also contacted customer care through a mobile device. Furthermore, I wanted to see what kind of problems people dealt with to contact customer care.

10 In-Person Interviews - Customer Side

I also found 10 additional people to walk through with me the way they would contact customer care on GrubHub. I had 2 people actually go through the delivery process.

Goal: To see how people contact and interact with customer service when they have an issue with their food delivery service.

5 Online Conversations - Customer Care Side

I then talked to 5 customer care people who worked at GrubHub and asked them:
"What do you wish customers knew to make your life easier?"
"What is the most frustrating thing that happens when helping customers?"

Goal: Understand how customers can make customer care's life easier while helping the customer out with the order.

Customer Side

“I just don’t know how much information I need to write in that tiny box”

"Sometimes, customer care just doesn't understand what I'm trying to say."

Customer Care Side

“Sometimes they don't answer our questions fast and you have to wait for the answers to work about it.”

Competitive Analysis

I then looked into all the other major food delivery competitors to see how other customer service systems work. Some competitors include UberEATS, Doordash, and Postmates.

Interview / Research Insights

I then used Affinity mapping to understand some key findings.

  • People use their phone to contact customer care if they order on their mobile phone.
  • People are unsure what to type when given too much freedom about what to type.
  • People want to know what to say quickly to customer care.
  • They want to be understood.

Based on my user research, I'm targeting young adults that have busy lives and want their food delivery issue solved quickly. I created a persona to better visualize the audience I would be designing for.

Sketches & Wireframes

I made quite a number of sketches of what the Help section of GrubHub would look like. I used paper prototype models in order to test and make changes between my designs.


I tested my paper prototypes on other people and then changed my designs based on their feedback. Below, are different iterations of the designs I made.

Final Wireframe
Flexibility to call
Be able to call the restaurant or driver quickly if your items is missing. For privacy protection, the driver's number would be no longer available after a certain amount of time.
Select & Summarizing your problem for the customer support.
Quickly be able to select the missing item from your food delivery and then automiatically show this in the customer support chat.
Key Takeaways and Learnings

  • Customer care systems are quite complicated.
  • I enjoyed figuring out the smaller details in forms.
  • I figured out how to organize my iterations and wireframes on Figma and create organized user tests.
  • Customers also struggle with decision making tasks and loose patience easily.

Next Steps for future iterations
  • Interview people who also worked on the customer service side of GrubHub to find out how customers communicate.
  • With more time, I would prototype this on figma.
  • Find others to interact with this redesign with a particular task in mind.
  • Figure out if this is really what the user needs though more user research and interviews.
  • A few questions I still have to discover include:
    • Do people even like filling out forms before talking to a live person?
    • How many people contact Grubhub on their phone versus through the website?
    • How many steps are people willing to go through before they lose their patience?
    • How would the redesign help customer care on the other side? What would their interface look like?

Icons made by Zurb from is licensed by CC 3.0 BY

Want to grab coffee?

{or boba/food}