Uber Eats

Innovation Roadmap & Playground

Designing for the modern musician

Role

Product design

Duration & Timeline

All below projects were created through the course of a week-long "Playground" focus.

When

December 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.

Playground

Concept 1 — "Get" App

From "Uber Eats" to "Get Anything"
The current Uber Eats app is restaurant focused rather than a multi-vertical experience. The following explorations consider ways to bring all products to the forefront in a more compelling way.

Additionally, as the feed becomes more multi-vertical it may also need to become more action-oriented—with insights and items that can be acted upon. Some examples of this may be order tracking, status updates, ability to re-order, recommendations or insights.

NEW FEED TILES

Visual discovery

Product discovery in real-life/in-store is a very organic experience today. Walking through the aisles, seeing what’s new, what’s on sale, finding new items to try can be an exciting experience.

These physical experiences are hard to replicate when it comes to product discovery. HMW create an experience that feels more organic and breaks out of the carousel framework we see across the industry today?

These concepts show how a feed might appear for both grocery-centered Customer as well as a restaurant-focused Customer.

PERSONALIZED INFORMATION

Actions & Insights

This set of exploration aims to personalize the experience further, presenting information that is contextual, relevant, or timely. The goal is to simplify the app IA and structure, giving Customers the things they need, when they need it.

Active Orders
As an order moves through various status updates, present information to allow customers to engage with common actions instead of traversing the app IA.

Insights
Surface recommendations, deals, upcoming orders, or other informational content peices to keep customers engaged and feeling like uber “knows” them and their shopping habits.

Misc Info.
Information that might be more passive in context or less relevant can potentially be split into a separate area.

FEED COMPOSITION • EATS

A personalized feed for Eats customers, facilitating re-order and product discovery.

FEED COMPOSITION • GROCERIES

Updated insights and products to reflect the needs of Eats customers.

Playground

Concept 2 — Takeovers

Takeovers are surprise-and-delight moments that aim to build awareness of an offering, product selection, or servce as marketing moments.
Uber has historically used these tactics in the Rides product, and there's an opportunity to explore similar ideas within Eats.

Uber Eats "Late Night"
After 10pm, takeover the feed with commonly purchased late-night items.