Removing Everything and Having a Crap UI

When Crowd Delivery, an on demand delivery company, was first launched, it tried to make its interface like every other online shop. But then to test an idea, it basically removed everything.

Within one week Crowd Delivery started to get heaps of traction and has done so ever since.

The secret sauce? Enabling converations between a buyer and the person doing their shopping for them.

Note: This is a short write-up, since this is a great story but I can’t really do justice to the telling of it here 🙂

Warwick has a core value: “No excuses, just results”. Also that you should love your job, believe in it and believe in the leaders.

Warwick is the founder of Crowd Delivery – a service where you write a shopping list conversationally, even across multiple shops, and their “delivery hero” runs around and collects it all; then delivers it.

Originally the UI followed a lot of shopping apps, but a key piece of feedback was that someone didn’t want to do a lot of work selecting products, they “just want to type in their shopping list”. So they stripped it down to that and the business took off.

Amazing stat: 88% of Crowd customers had never used online shopping before.

But why not, when you can do things like ask for two avocados that are ripe and ready; and two that are hard and will ripen later…?

Warwick does customer deliveries every other day and uses the chance to get feedback. He’ll ask them what worked, were they happy.

The design of the app isn’t great, but it works. When problems come up, the delivery staff ring the customer and talk to them.

Hey this lettuce isn’t good, I wouldn’t buy it, do you want me to go to another shop or is there something else you’d prefer?

In ~10k deliveries they’ve had ~5 returns, which is simply incredible.

So much of the app’s success came from removing most of the UI and just letting people type things in. Humans read it and ring and ask questions when they need to. It works!