A new homepage for Deliveroo Restaurant resulting in an increased restaurant sign ups by 12%.
Role: Product Lead
The existing Deliveroo Restaurants site was outdated in design, UX, and technology. Most of the site was hard-coded and messaging was confusing. This was a direct result of years of siloed stakeholders. Through a one day workshop, we brought together all Deliveroo stakeholders to re-align and collaboratively build a physical paper wireframe of their new site. This was accomplished by printing out Deliveroo’s React library and matching it with key messages from Deliveroo’s USPs, user reviews, and keyword analysis.
During the workshop, our team's goal was facilitation instead of lead. We recognized that each stakeholder was a specialist in their respective field. Instead of driving the workshop, we let each stakeholder be heard - sharing their goals and pain point. This allowed a more collaborative and unified effort. We then worked to create paper prototypes which we tested with local shops around the workshop studio.
Due to the simplicity of the paper prototype incorporating real components, translation to digital wireframes was extremely easy. After additional fine tuning, we were able to quickly turn these into visual designs. We then paired this with Deliveroo consumer's tech stack (React, Next.js, Cloudflare) which allowed us to reduce development time and centralize dev environments allowing better scalability.
As a result of this workshop, within the first 3 months of launch, we had a 12% increase in restaurant sign up conversions.
The existing Deliveroo Restaurants site was outdated in design, UX, and technology. Most of the site was hard-coded and messaging was confusing. This was a direct result of years of siloed stakeholders. Through a one day workshop, we brought together all Deliveroo stakeholders to re-align and collaboratively build a physical paper wireframe of their new site. This was accomplished by printing out Deliveroo’s React library and matching it with key messages from Deliveroo’s USPs, user reviews, and keyword analysis.
During the workshop, our team's goal was facilitation instead of lead. We recognized that each stakeholder was a specialist in their respective field. Instead of driving the workshop, we let each stakeholder be heard - sharing their goals and pain point. This allowed a more collaborative and unified effort. We then worked to create paper prototypes which we tested with local shops around the workshop studio.
Due to the simplicity of the paper prototype incorporating real components, translation to digital wireframes was extremely easy. After additional fine tuning, we were able to quickly turn these into visual designs. We then paired this with Deliveroo consumer's tech stack (React, Next.js, Cloudflare) which allowed us to reduce development time and centralize dev environments allowing better scalability.
As a result of this workshop, within the first 3 months of launch, we had a 12% increase in restaurant sign up conversions.
