B2C Mobile Product Discovery

In 2018, I led a New York team focused on rethinking Just Eat’s B2C and partner app experiences

The challenge: The UK digital food ordering landscape had heated up in recent months, with new competitors vying for Just Eat’s market share. Compounding this, Just Eat’s customer and partner platforms were beginning to feel slow and outdated.

The objective: Using a dual-track approach, modernize the UX and UI of Just Eat’s food ordering products; phase validated learnings gradually in to Just Eat products already in production.

The solution: Twofold:

1) a “New Product Discovery” workstream to envisage new, original ‘blue-sky’ product ideas.

My role: Lead a New York team to come up with new product ideas; run workshops; create wireframes and prototypes for our client in London to review and test.
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2) a “Product Experience” workstream utilizing a series of Design Sprints to ensure new product journeys and UIs tested positively prior to going in to production.

My role: Install a UX leader in London’s Just Eat HQ to work closely with designers, researchers and Just Eat’s stakeholders.
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“New Product Discovery” workstream

Envisage new, original ‘blue-sky’ product ideas.

Internal ideation sessions

Using a few structured ideation techniques such as Crazy 8s and Idea Speed Dating, the teams tackled a series of “How Might We’s” such as:

“A vertical long list of restaurants prohibits Just Eat’s customers to easily explore different options easily… HMW help speed up and simplify the exploration of finding restaurants and takeaways?”

“HMW enhance Just Eat’s offering to make for a better lunch time experience?”

”HMW reassure customers that the food is good if they’ve never ordered from a restaurant before?”

“People are habit-forming. They tend to repeat-order the same meals from the same takeaways/restaurants… HMW help people break out of this habit (to offer more choice) OR take advantage of this?”