How can Too Good To Go improve its surprise bag concept to increase user excitement and satisfaction?

Introduction

Too Good To Go's surprise bag concept is an innovative approach to reducing food waste while offering customers exciting, discounted meals. To improve user excitement and satisfaction, we need to analyze the current user experience, identify pain points, and develop strategic solutions that enhance the surprise element while ensuring consistent value. I'll outline my approach to this challenge, focusing on user segmentation, pain point analysis, solution generation, and measurement strategies.

Step 1

Clarifying Questions

• Looking at the product context, I'm thinking about the balance between surprise and user expectations. Could you share more about the current user satisfaction rates and the most common feedback regarding the surprise bags?

Why it matters: This helps us understand if we need to focus more on managing expectations or enhancing the surprise element. Expected answer: Moderate satisfaction rates with mixed feedback on bag contents. Impact on approach: Would guide whether to prioritize content curation or expectation management.

• Considering user behavior, I'm curious about the retention rates. What percentage of users make repeat purchases, and how does this vary across different user segments?

Why it matters: Helps determine if we should focus on acquiring new users or improving the experience for existing ones. Expected answer: Moderate retention rates with higher repeat purchases among certain segments. Impact on approach: Would influence whether to prioritize onboarding improvements or loyalty programs.

• Thinking about the product lifecycle, where does Too Good To Go stand in terms of market penetration and growth? Are we looking to expand to new markets or deepen engagement in existing ones?

Why it matters: Determines if we should optimize for rapid growth or user satisfaction in mature markets. Expected answer: Established in several markets with plans for expansion. Impact on approach: Would guide whether to focus on scalability or localization of the surprise bag concept.

• Regarding company alignment, what are the key business metrics that this improvement initiative is expected to impact? Are we primarily focused on increasing user acquisition, retention, or average order value?

Why it matters: Ensures our solutions align with broader business objectives. Expected answer: Focus on improving retention and increasing average order value. Impact on approach: Would prioritize solutions that encourage frequent use and higher-value purchases.