LIVE CLIENT

What if waiting for food was the best part of ordering it?

Orderly is the first food delivery app that aggregates options based on speed, but speed alone isn't sticky enough to keep people in the app.

Hit the highlights

TL;DR
TL;DR
The Brief
The Brief
OVERVIEW
Orderly is a new food delivery app.
What makes Orderly different is that they pull in options from the other food delivery apps and show users what they can get quickest. Their business model involves serving up branded short-form video content to users while they wait for their delivery.
CLIENT ASK
"Determine the type of content we need."

What is the content that Orderly needs on their platform to keep users on the app while they wait for this food to arrive. There will be two main types of content:

Orderly original content
Stories told by partner brands
PROBLEM
Social media apps own the boredom scroll.
The moment we hit “order,” we're stuck in this weird limbo where time slows down and we're hyper-aware of every minute. We never just sit there patiently… we immediately reach for something to fill the gap.
OPPORTUNITY
Waiting sucks! 

Orderly wants to solve this for us but what is sticky enough to keep us on the app while we wait? We need:

Distraction
Decompression
Anything that makes the wait feel shorter
But what if waiting for your food was your favorite part of ordering it?
Guilty pleasures keep audiences hooked.

They are highly personal becuase they are:

A form of escapism
They can help us resist productivity, seriousness and cultural expectation.
Grounding
Seeing dramatic versions of other people's’ lives helps put things into perspective.
Ritualistic
That tension of pleasure + guilt creates a dopamine hit that keeps us coming back for more.
Undemanding
The best part is they don't require your full attention or much from you.
BEACON
Tubi is winning with this type of content.

Tubi is a Free Ad Supported Television (FAST) service and they are growing FAST! Tubi has:

Over 100M active monthly users and counting
Over 250K titles (more than Netflix)
"We're finding stories that are at the speed of culture, the speed of TikTok."

-Anjali Sud, Tubi CEO

INSIGHT
Guilty pleasures aren't a weakness,
they're a ritual of release.
People use undemanding content to recover from life's demands.
People who use food delivery apps  need undemanding content. They are:
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More likely to have a stressful commute.
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More likely to be juggling stressful family and work demands.
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More likely to feel like their life is slipping out of control.
STRATEGY
Turn downtime into showtime.
By tapping into the emotional core of guilty pleasures, Orderly
can break social media habits and own the boredom scroll.
STRATEGY
Turn downtime into showtime.
By tapping into the emotional core of guilty pleasures, Orderly
can break social media habits and own the boredom scroll.
CONTENT

FlyBys:

Quick-hit, guilty-pleasure stories made for emotional take off. The perfect balance playful, dramatic, and selfaware content users can't help but get lost in.

THE TEAM

Below are the talented people who helped bring this project to life.

Leah Silverman
Art Director
John Zielinski
Art Director
Sam Khan
Copywriter
Sophie Reinhardt
Brand Manager
Let’s Work Together
Email me
judson.simpson14@gmail.com
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Richmond, Virginia
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