When I started at Deliveroo, I was fortunate to choose where to go. I was excited to join Grocery, due to it being the company’s top priority, in such fast evolving space.

Played a leading role in setting up the first Grocery team: was the sole designer working with 17 engineers, established team culture, ways of working, whilst delivering all design initiatives.

Led multiple end-to-end initiatives from concepts, prototyping, user testing and localization, to launching experiments and rolling out across multiple markets.

When I started at Deliveroo, I was fortunate to choose where to go. I was excited to join Grocery, due to it being the company’s top priority, in such fast evolving space.

Played a leading role in setting up the first Grocery team: was the sole designer working with 17 engineers, established team culture, ways of working, whilst delivering all design initiatives.

Led multiple end-to-end initiatives from concepts, prototyping, user testing and localization, to launching experiments and rolling out across multiple markets.

Deliveroo's Grocery offring wasn't top of mind when needed, and generaly shoppers feel that they didn't know enough about it. The overall goal of this experience is to improve visits to order as a lead indicator - and ultimately user frequency and retention as the key lagging indicators.

This was a high priority initiative for the copmany. We aimed to help customers discover the breadth and depth of selection, provide clarity to people about our Value Proposition, while providing experiences that are diferentiated based on who the user is.

Deliveroo's Grocery offring wasn't top of mind when needed, and generaly shoppers feel that they didn't know enough about it. The overall goal of this experience is to improve visits to order as a lead indicator - and ultimately user frequency and retention as the key lagging indicators.

This was a high priority initiative for the copmany. We aimed to help customers discover the breadth and depth of selection, provide clarity to people about our Value Proposition, while providing experiences that are diferentiated based on who the user is.

My contribution to ensure the success of the project:

Alignment sessions with relevant stakeholders across Product and Design, competitive research across multiple types of online grocery business models, mapped out all user occasions, defined the area of focus, ideation, concepting, collaborated with content and localization teams, build 3 prototypes to interrogate competing levels of information density, ran user testing, research analysis, wrote an insights deck, presented insights to a wider business to disseminate user empathy, solidified what the MVP should be, checked engineering feasibility, ran alignment sessions, Kicked Off the engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

My contribution to ensure the success of the project:

Alignment sessions with relevant stakeholders across Product and Design, competitive research across multiple types of online grocery business models, mapped out all user occasions, defined the area of focus, ideation, concepting, collaborated with content and localization teams, build 3 prototypes to interrogate competing levels of information density, ran user testing, research analysis, wrote an insights deck, presented insights to a wider business to disseminate user empathy, solidified what the MVP should be, checked engineering feasibility, ran alignment sessions, Kicked Off the engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

Category Navigation

Category Navigation

This project was a continuation of Category Navigation improvement efforts as part of our Ease of Basket Building function goal. The experimentation results came back, and we learned that the AOV (average order value) has dipped sligntly. The main difference between the Control and the Variant was the introduction of categories; this seemed to introduce additional friction, since the previous experience was a long scroll.

After a few working sessions and deep dives with DS (data science) we concluded that the new experience was restricting impulse buy, and we decided to run another experiment. The new experiment was designed to display more categories and items in one view.

This project was a continuation of Category Navigation improvement efforts as part of our Ease of Basket Building function goal. The experimentation results came back, and we learned that the AOV (average order value) has dipped sligntly. The main difference between the Control and the Variant was the introduction of categories; this seemed to introduce additional friction, since the previous experience was a long scroll.

After a few working sessions and deep dives with DS (data science) we concluded that the new experience was restricting impulse buy, and we decided to run another experiment. The new experiment was designed to display more categories and items in one view.

My contribution to ensure the success of the project:

Narrowed down the hypotheses with DS, ran alignment sessions with all relevant stakeholders, desk research, ideation, concepting, collaborated with content and localization teams on naming across all markets, prototyping, checked engineering feasibility, ran user testing, research analysis, solidifying the MVP, writing an insights deck, presented insights to a wider business to disseminate user empathy, Kicked Off engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

My contribution to ensure the success of the project:

Narrowed down the hypotheses with DS, ran alignment sessions with all relevant stakeholders, desk research, ideation, concepting, collaborated with content and localization teams on naming across all markets, prototyping, checked engineering feasibility, ran user testing, research analysis, solidifying the MVP, writing an insights deck, presented insights to a wider business to disseminate user empathy, Kicked Off engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

In a previous experiment, we observed that the number of categories per checkout basket has reduced. One of the hypotheses for the decline was the ability to move back and forth between categories.

The goal was to explore options for the user to gain the ability to move across categories, while being inside one.

As part of the previous experiment, we observed that the number of categories per checkout basket has reduced. One of the hypotheses for the decline was the ability to move back and forth between categories.

The goal was to explore options for the user to gain the ability to move across categories, while being inside one.

My contribution to ensure the success of the project:

Alignment sessions with relevant stakeholders across Product and Design, defined the area of focus, competitive research, ideation, concepting, collaborated with content and localization teams, collaborated with our Principal designer to ensure the solution can be scaleable in the future, build 3 prototypes, ran user testing, research analysis, wrote an insights deck, presented insights to a wider business, solidified what the MVP should be, checked engineering feasibility, Kicked Off the engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

My contribution to ensure the success of the project:

Alignment sessions with relevant stakeholders across Product and Design, defined the area of focus, competitive research, ideation, concepting, collaborated with content and localization teams, collaborated with our Principal designer to ensure the solution can be scaleable in the future, build 3 prototypes, ran user testing, research analysis, wrote an insights deck, presented insights to a wider business, solidified what the MVP should be, checked engineering feasibility, Kicked Off the engineering efforts, aligned on the experimentation approach, post launch comms to the wider company.

Your Regulars

Your Regulars

As a team, we've inherited a few Restaurant experiences. The Reorder experience was not build for purpose for Grocery. We aimed to re-design it by focusing on increasing the ease of basket building for a repeat Grocery shopper.

As a team, we've inherited a few Restaurant experiences. The Reorder experience was not build for purpose for Grocery. We aimed to re-design it by focusing on increasing the ease of basket building for a repeat Grocery shopper.

My contribution to ensure the success of the project:

Part 1: Quick Experiment — Formed the hypotheses on Reorder experience, limited design support on running q quick experiment while leveraging existing components, alignment sessions with Product, Engineering and Design, visualized 3 MVP proposals, aligned with DS on the experimentation approach.

Part 2: New Feature Experiment — Reviewed with DS the experiment results, took a step back to re-iterate the focus area and the problem statement, ran a wide team "Crazy 8s" brainstorm, mapped the ideas on a prioritization matrix, concepting, collaborated with content and localization teams, build 3 prototypes, ran user testing, research analysis, presented research insights to a wider business, solidified the MVP with 2 variants, checked engineering feasibility, Kicked Off the engineering efforts, aligned with DS on the experimentation approach, post launch comms to the wider company.

My contribution to ensure the success of the project:

Part 1: Quick Experiment — Formed the hypotheses on Reorder experience, limited design support on running q quick experiment while leveraging existing components, alignment sessions with Product, Engineering and Design, visualized 3 MVP proposals, aligned with DS on the experimentation approach.

Part 2: New Feature Experiment — Reviewed with DS the experiment results, took a step back to re-iterate the focus area and the problem statement, ran a wide team "Crazy 8s" brainstorm, mapped the ideas on a prioritization matrix, concepting, collaborated with content and localization teams, build 3 prototypes, ran user testing, research analysis, presented research insights to a wider business, solidified the MVP with 2 variants, checked engineering feasibility, Kicked Off the engineering efforts, aligned with DS on the experimentation approach, post launch comms to the wider company.