Deliveroo | iOS, Android & Web

Designing the future of Grocery and Retail for Customers and Partners.

Overview

Deliveroo is a leading online delivery platform, serving over 7 million customers and partnering with 160,000 restaurants and retailers across 10 countries.

My Role

Within the 40-person design team, I contributed to both the consumer and partner sides of the marketplace, primarily focused on the rapidly growing Grocery and Retail verticals.

My work ranged from the development of entirely new products to discovery and growth initiatives across the Deliveroo Consumer App and Partner tooling.

Core focus areas: Consumer App, Partner tooling

Responsibilites

As a Staff Product Designer, my responsibilities extended beyond feature design to encompass team growth and culture.

This included organising and facilitating monthly in-person events, establishing new processes and resources for collaboration between Product and Engineering and hiring across Product Design, Content Design, and User Research roles at all levels.

Key projects

Highlights from three key projects are summarised below.

Hero: Item First Browsing Feature (Deliveroo app)

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Project 1: Browsing Experience | Consumer App

As an early member of Deliveroo's Grocery Experience Team, I was tasked with adapting the existing takeaway-focused platform for grocery shopping across iOS, Android, and Web.

This required a number of enhancements to the Deliveroo app, including reimagining the home experience, optimising search and navigation, expanding menu sizes, updating product cards, and shipping Item First Browsing.

These experiments resulted in the successful launch of a number of customer-facing features, contributing to growth of key metrics such as increased monthly active customers (MACs), and a higher percentage of grocery gross transaction value (GTV) within Deliveroo's overall revenue.

If you’d like to find out more about projects in this space, please contact me.

Early ideation for various features across the Grocery Browsing Experience

Item First Browsing: Sub navigation prototype

Item First Browsing: Documentation for engineering

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Project 2: Promotions and Offers | Consumer App

Amidst the cost of living crisis, I spearheaded the design and implementation of five innovative promotional mechanics tailored for grocery and retail partners (a Deliveroo first).

Collaborating closely with partner-facing teams, I owned the end-to-end consumer experience for all these offer types, encompassing browsing, basket building, search, checkout, and upsell flows.

Launching these features empowered partners to drive increased traffic to their menus while simultaneously shifting consumer perceptions of affordability on the platform during a period of record-high grocery prices across the UK.

If you’d like to find out more about this project, please contact me.

Hero: Offers and Promotions (Deliveroo app)

Offers and Promotions: Merchandising components

Offers and Promotions: Item card layout changes and documentation

Offers and Promotions: Conceptualisation of future ideas

L: Screen - Offers and Promotions: Carousel behaviour | R: Screen - Offers and Promotions: Menu search behaviour

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Project 3: Retail Returns | Partner tooling

To facilitate Deliveroo's expansion into retail, I led the design and implementation of a completely new part of the customer journey: returns.

Unlike food orders, retail items in categories like toys, DIY, electronics, and beauty required a robust ‘change of mind’ returns process. I led both the discovery and delivery phases, designing a brand-new Returns Module for the Partner Hub product.

This critical functionality ensured legal compliance for Deliveroo's retail launch and was a contributing factor to the growth of it’s new verticals throughout 2024.

If you’d like to find out more about this project, please contact me.