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,
Acquired by Uber for 3.2 Billion USD in 2019
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 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
Where we landed (MVP)
- Homepage
- Category pages
- Search
- Search Results
- Product Detail Page
- Add to cart
- Checkout
- Order Tracking
I designed it alllllll and this was just the MVP
Before / After Views
Homepage
Before / After Views
Categories Page
Before / After Views
Product Detail Page
Outcomes
Average order Value
15%
Increase over the span of 6 weeks post-launch
Happy customers
1000+
Orders per day within 6 weeks of launch
14-day Retention
47%
Average Daily Conversion
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