VanderFood
Transforming to B2C: Designing Food Delivery Service to Revolutionise Last-Mile Logistics and Foster Bonds
Client
Vanderlande
Industry
Last-Mile Logistics
Duration
11/2021- 01/2022
My Role
Product Designer
During my time at Vanderlande, I contributed to their strategic shift from B2B to B2C by designing a consumer-facing food delivery system that enhances last-mile logistics. Focused on reconnecting people in the post-pandemic era, the system streamlined human interactions while ensuring user convenience and safety. Post-launch, the system was celebrated internally as the “most innovative design solution” for its role in accelerating Vanderlande's transition, with follow-up data highlighting improved last-mile delivery efficiency and customer experience.
VANDERFOOD: “More convenient delivery service, bonding your neighbourhood."
A service platform comprised of an app and a locker system, facilitating food delivery. The app enables users to place orders while the locker ensures secure storage of deliveries. Additionally, this service fosters community engagement by allowing users to invite neighbours for shared meals, promoting meaningful interactions among them.
Keywords
Product Service System Design | Post-Pandemic
The specific concern of this project is “We-Bring-It”, a smart logistics network of PUDOs and HUBs (pick-up and drop-off points, and support hubs) created by Vanderlande to enable fast door-to-door goods transportation services in urban areas. After thorough early research, it was found that human interaction plays a key role in improving user experience during delivery processes. Therefore I focused on "first- and last-mile delivery", within the context of a densely populated European future-city.
VANDERFOOD's core value lies in its service system. Social interaction predominantly occurs through the app, while the food locker serves as a hub for communal engagement and assistance. In this dynamic, Vanderlande assumes the role of a facilitator, functioning as an intermediary between retailers, restaurants, and consumers. Its responsibilities encompass platform provision, alongside machine maintenance. This product service system seamlessly aligns with Vanderlande's strategic vision of expanding its operations from B2B to B2C domains.
Service Design Catalysing Business Evolution: Efficiency Meets Human Connection in a Post-Pandemic Landscape
The Vanderfood project exemplifies how service design can catalyse business evolution while addressing societal shifts. By prioritising human-centred frameworks over purely transactional systems, the solution not only streamlined last-mile logistics but also rekindled communal bonds fragmented by the pandemic. Its recognition as a cornerstone of Vanderlande's B2C transition underscores the value of design in bridging operational strategy with empathetic user experiences - proving that even in efficiency-driven sectors, thoughtful design can foster both connection and commercial success.