Uber Eats
Launchpad and vertical landing experience
Designing for the modern musician
Role
Design Manager
Sprint Facilitator
Individual Contributor
Team
3 Designers
Product Manager
Researcher
Duration & Timeline
2 Days
1 Week for Synthesis & Concepts
When
September 2021
Business Expansion Challenges
The Business
Transitioning from restaurant Delivery to “Get Anything”.
Customers
We’re known for immediate services, rather than Grocery delivery and
adjacent product availability.
Technology
The Customer app UI, fulfillment, catalog, tech built have been built with
food delivery as a priority.
Objective
Enable customers to easily find, reorder and discover groceries they love.
Key KPI: Landing page to cart conversion
(% visitors to landing page who added something to their cart)
PROBLEM
Launchpad landing pages are fundamentally a the same
as search results.
OPPORTUNITY
Grocery shopping is a chore. On-demand shopping is inevitable.
CUSTOMER MINDSET
We have strong equities in speed,efficiency, and making things easy.
Entry points aren’t enough to drive product adoption alone
To explore these business, design, and technical details I led a design sprint with the XFN team. The goal to understand the ways in which the vertical landing experiences could take form and begin to experiment.
This work was the basis for a multi-year team roadmap.
Tension
Beyond Grocery, Convenience, Alcohol, More.
Main feed compatibility
As vertical landing components are created, it’s important to design them to be modular and flexible. Ensuring the component information can change depending on the context or surface.
Future vertical types
As more selection is added by the day, from Baby to Retail, it’s important to ensure the platform is inclusive of both current verticals as well as future ones.
Secondary experiences
There are key experiences that might not exist yet that will need to be accessed from the vertical landing pages. Examples include browsing an aisle, scanning an item, or a collection views.
Design sprint
Narrative & Structure
Customer Journey Stages
Principles
Convenience, Curation, Connection
Sprint outcome
Try and Stay
Hypothesis
Product & design hypothesis
Visual explorations
Exploratory vision components
The group spent time exploring how some of these concepts should be represented visually within the app.
Concept 1
Get customers to try Grocery
Concept 2
Get customers to stay—meaning to continually use Grocery on Eats.
Next steps
Roadmap
Experimentation
Use this dedicated space to learn and push the experience forward, learning more about customer preferences and behaviors over time.
Roadmap
6 Months
1. Deliver foundational components
.
2. Establish credibility and drive trial through
selection, by emphasizing deals and "red-carpet" merchants.
3. Unlock faster iteration and learning by moving to a dedicated landing page.
Roadmap
12 Months
1. Effortless shopping and product discovery,
2. Investing in deals and use-case driven components. Contextual carousels.
3. Secondary shopping funnel improvements, storefront, item details.
Roadmap
18 Months
Innovate & Separate: Build new grocery habits and interaction models by focusing on planning and routines.
(Pending foundational research and observation of previous 12mo)
Roadmap
24 Months
Lean into Curation through personalization and editorial content.
Next steps
Secondary efforts
Medium & long-term projects
Additional projects as an outcome
Innovation Roadmap
A series of innovation concepts were produced to understand how Grocery can become a first-class citizen in the Uber Eats app.
Active Carts
A vertical-landing component that allows grocery carts to be quickly resumed.
Order Again
Order again top use-case—for this experiences were created that allow customers to quickly repurchase their favorite items again.
Short-term tactical projects
Developed as an outcome
Red Carpet Merchants
Creating spaces for top merchants to appear in a way that feels elevated and prominent to Customers.
Barcode Scanning
Barcode scanning allows customers to quickly repurchase items, set alerts, and get notifications on their favorite items.
Grocery Category Pages
Expanding the core "browse" area to allow Grocery to exist throughout the Uber Eats app, this will aid in product discovery.
Additional Projects
Johnson & Johnson (Auris Health)Surgical System Experience Design
Kaiser PermanenteFlagship Mobile Application
DosistResponsive Web
Universal Music GroupResponsive Web
State FarmMobile App Redesign
The Home DepotMobile App Redesign
Say hello below.