The first ultrafast grocery delivery in the region

My role:

  • Leadership in helping a young team identify a new opportunity in the market.
  • Designed end-to-end zero-to-one product: Interaction Design, Visual Design, Motion Design, Design System.
  • Evolved product in post-launch iterations & grew the design team.

Team Composition:

  • Groceries Consumer team:
    4x PM, 3x design, 20x engineers, 0 content, 0.5 UXR & DS
  • Grocery Fulfillment team
  • Grocery Ops Team

Complexifiers:

Additional complexity of a physical delivery product


Context Setting: What is Careem?

“SuperApp”: 

  • Ride Hailing, 
  • Food Delivery, 
  • Grocery Delivery, 
  • Send Money, 
  • Laundry service, 
  • etc

Where we started

Before I joined, we used our network of Careem drivers to go to a grocery store, bag groceries, check out, then deliver to the customer. These drivers weren’t experienced in shopping, so service was slow, and we lost money on every order. And the UI sucked.

How I drove the team to think bigger

1. Understanding the space: 

How do people shop for groceries? 

Are there opportunities here to innovate, or should we pivot?

2. Learnings:

Careem is a logistics company

Grocery Shopping hasn’t changed much in 100 years, and people kind of hate it.

3. Questions:

Could our logistics expertise expand into owning warehouses, from where we deliver groceries?

Would it be profitable for us? 

Is this something that will be actually useful to customers?

What are potential second-order effects?

Partnered with VP Product to establish business viability, and the numbers made sense.

Defined Success Metrics

  • Time to order
  • New buyers vs. Repeat buyers
  • Daily/Weekly delivered orders and AOV
  • Cancellation rate
  • Item replacement rate
  • Packing time
  • Item found rate
  • Delivery time

We explored dozens of options during concept review

While discussing pros and cons during various parts of the process

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