Orderly
Live Client
'Making Delivery About Connections'
Orderly is an upcoming platform built to improve the food delivery experience. It helps people compare delivery options in one place, choose the fastest option using real-time ETAs, and gives them something to watch while they wait for their order. Instead of repeatedly checking delivery apps, Orderly turns the waiting period after checkout into a more engaging and less frustrating experience.
THE ASK
How can we make the 30+ minute waiting window feel faster, calmer, more engaging?
OBJECTIVE
To make life after ordering more enjoyable and less isolating.
PROBLEM
Food delivery has become an isolating experience in a world where human interaction is harder to find.
The Cultural Tension
What happened to the social side of mealtime?
Food delivery was designed to make meals easier. But in removing the friction of ordering, it also removed something else.
The small moments that once happened around food, deciding what to eat, placing the order, and waiting together, now happen quietly inside an app.
What used to be a shared ritual has turned into a solitary transaction.
With just a few taps, a meal is on its way.
But convenience quietly changed the experience.
70% of people said they usually order food alone.
(100 survey responses collected)
So what happens during the wait?
Most people fill the time with distraction.
60% scroll on social media while waiting for their delivery.
(100 survey responses collected)
The waiting period isn’t just about food, it’s about time, and for many people, that time is spent alone.
Yet at the same time, people are craving connection more than ever.
1 in 3 adults report feeling lonely, and 40% say they wish they had more time with friends.
(American Phychiatric Association, The Atlantic)
Additional Research
Product Engagement Retention
Apps feel more engaging when users can see other people inside them. Features like feeds, gifting, and visible friend activity create habit loops by pairing social proof with variable rewards. In food delivery, Snackpass proved that social ordering mechanics drive retention by turning ordering into a shared experience instead of a solo transaction. Apps with social/community layers see: +40% Retention & +30% Engagement. Sources: Social.Plus, Harvard Business Review; Contrary Research
Ordering is a Solo Experience
Most delivery platforms design ordering for individuals, even when meals are shared. While companies don’t publish exact group-order data, usage patterns show household users order more frequently than singles—suggesting multi-person intent inside a solo system. What was once a social ritual has quietly turned into a solitary task, leaving the waiting period feeling especially isolating. Source: The Atlantic, American Psychiatric Association
Social Listening (Reddit)
“Does pineapple and cranberry juice actually help??”r/TheGirlSurvivalGuide “Hi ladies, does anyone have any personal experience with pineapple juice and/or cranberry juice enhancing their taste/smell downstairs?” ““I want to know how to taste better!” r/askwomenadvice “Serious question ladies, how can I get my vagina to “smell good/taste good”? r/WomensHealth
Target Audience
People who get lost in the busyness of life.
This audience is constantly moving, multitasking, and overstimulated, using food delivery as a coping mechanism for time scarcity rather than enjoyment.
Insight
The real hunger isn’t just for food, it’s for stimulation.
We expected technology to make us feel more connected, but instead it trained us to fill every quiet moment with distraction. When people are waiting, especially after ordering food, they don’t feel calm or present; they feel restless, bored, and alone, instinctively reaching for stimulation to make the time pass. In this moment, Orderly isn’t competing with other delivery apps, it’s competing with distraction itself.
Strat Line
Where ordering comes with company.
This line reframes Orderly as more than a delivery app, it becomes a presence during the wait, offering a way to connect with friends when in-person time isn’t possible.
Solution
Your Nest.
A built-in social layer that reclaims the waiting window by creating a sense of presence and connection. We turn ordering into something that doesn’t have to be experienced alone.
Creative
01. Adding 'The Nest' Platform
By adding the Nest, we give users a reason to want to remain on the platform and connect with their existing socials groups and have the ability to connect in new ways with the community around you. After all, food is always better with company.
02. Out of Home Campaign
03. Social Campaign
Team
Cai Strachan (ST)
Lawler Watkins (CBM)
Maddie Seabolt (CW)
Logan Murray (AD)
Malcolm Rose (AD)