Role: Lead Product Designer

Link: Deliveroo Plus

DeliverooPlus is the Deliveroo subscription membership plan. Users pay a flat monthly fee for unlimited free delivery and extra benefits.

THE CHALLENGE

The DeliverooPlus team decided to explore a variety of benefits to offer their subscribers to make the program more valuable and increase profitability. Back in mid-2019, the team started brainstorming different ideas based on previously conducted qualitative research and existing data.

One of the most appealing benefits was Restaurants Rewards. A loyalty card that can give you rewards when placing orders with selected Restaurants.

USERS & BUSINESS GOALS

Before tackling the project, we defined with the wider team users and business goals, to make sure we were readdressing the correct problems.

GOALS FOR THE USER EXPERIENCE

• Improve the Plus perception of value for money with a focus on our families and young professionals segments
• Our goal with the experiment is to see an increase in ordering frequency, basket size and customer retention with Plus
• Reduce Cancellation by providing a new benefit

GOALS FOR THE BUSINESS

• Increase the size of the Plus program
• Improve the frequency of orders
• Improve retention

RESEARCH

From previous interviews, we did know what type of users we wanted to target. In particular, young professionals and families showed more interest in the Rewards program.

DATA

From existing data, we knew already some customers' behaviour that helped us defined along with the Data Science team the mechanics of the program itself.

IDEATION

We kicked off the discovery phase by running ideation sessions with the wider team and set ourselves the challenge to understand better the problem and brainstorm solutions. We focused on the current user experience and understood how to introduce our subscribers to the new program as well as exploring the best solutions to enable the user to place easily a Reward order.

HOW MIGHT WE
How might we drive behavioral loyalty through a delightful user experience that drives the incremental frequency of orders and retention?

CONTENT & DESIGN EXPLORATION

After ideation, we focused on content and design exploration. The main focus was to use a clear, encouraging, motivational and instructional language, along with implementing the existing DeliverooPlus brand guidelines.

USER TESTING

We conducted two rounds of user testing using the R.I.T.E. method. Our timeline was pretty tight, so we managed to iterate during the testing sessions, making the most of users' feedback.

The key objectives of these sessions were: discoverability of the program, usability, and general appealing.

DESIGN ITERATION

User testing sessions were followed by a design iteration on the users' feedback done by the entire team, focusing on improving areas of the journey that didn't test quite well.

Using Crazy 8's workshop, we selected the best ideas and retested them.

FINAL DESIGN

The following design shows what is currently live as an experiment in selected areas of London. Performances still need to be analysed.

UNDERSTANDING REWARDS

PLACE A REWARD ORDER

REDEEM A REWARD

To view more, go 👉 Deliveroo Plus