Plans to introduce drone delivery for fast food, café orders, and non-essentials in South County Dublin by the company Manna raise doubts about feasibility and benefit. Qualitative data does not support claims that drones are significantly cheaper or faster for end-to-end fast food delivery. The Jobs To Be Done framework shows users often hire products for unexpected reasons, as with the milkshake example where drivers sought entertainment rather than hunger relief. Home delivery drones may therefore compete with entertainment services by offering novelty or amusement. User-centred design methods—observing and asking people—can reveal the true problems drones solve and guide disruptive innovation.
I read about the furore over plans to introduce drone delivery for fast food, café orders, and non-essentials (I couldn't make it work for prescription medicines) to homes in South County Dublin (B2C, or D2C, if you prefer). The Irish company involved is called Manna (good luck with the international expansion into the Middle East). What could possibly go wrong? Everything, it seems.
Regardless, the question arises: exactly what problem is being solved by home delivery drones? The qualitative data I've seen does not support the claim that drones are significantly cheaper or a faster end-to-end delivery solution for fast food consumers. Manna app user experience. Screen capture by author. Clay Christensen's famous Harvard Business Review " Jobs To Be Done " framework example of the "milkshake hired for the morning commute" showed how the problem being solved for drivers was not hunger, but boredom during the journey.
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