How Grubhub Obsesses Over Their Customers In A Good Way

At GrubHub, they’re always thinking about what the user wants and needs. To really understand how restaurants and patrons use their dining tools, GrubHub set up a restaurant in their office where employees could try them. Last summer, they spent weeks and weeks in actual restaurants just watching the staff use their products.  Another small example: at some point, Dainora realized that they were spending so much time writing copy about how to use GrubHub while savvy users were barely reading it. So they stopped fretting over every word and comma.  “Until you understand why and how people are using your products, you can make wrong inferences,” said Dainora. “And that’s something that we feel really strongly about.”