Careem Quik 0 to 1 launch

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?