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Just Eat Takeaway · 2021

Bet proven.

A fake-door test that green-lit a grocery vertical, and a single-partner model that kept the restaurant business intact.

Amsterdam street with delivery riders
Role
Design lead of the pod
Team
Vertical pod: 3 designers + research, product, logistics
Duration
8 months
Worked with
Partners, logistics, Albert Heijn
  • 63%
    Of target users placed a grocery order
  • 12%
    Of all platform orders in the pilot
  • €27
    Average basket, vs €19 for restaurants
01 — Context & my role

Flink and Gorillas set a new habit.

Flink and Gorillas were creating a new behaviour. JET needed to know if there was a version that worked for us without burning the restaurant business.

Formation and validation phases
Fig. 1 — The focus for UX and research: the formation and validation phases
Target audiences and key insights
Fig. 2 — Who it would appeal to most, and key insights
Value proposition canvases
Fig. 3 — Two value propositions from research
02 — The call

The model came first.

Single partner (Albert Heijn) over a multi-vendor marketplace, because only that could keep the delivery promise. A fake door in the live app got 16% CTR among 16–25-year-olds, enough to build the MVP. Single-partner was a leadership call; I designed within it and ran the fake door.

Proposition variants
Fig. 4 — Only two models fit JET's logistics promise
Use case: finish the night
Fig. 5 — Use case: finish the night
Grocery MVP screens
Fig. 6 — The grocery MVP in the live app
03 — What it taught me

Where my commercial instinct was built.

Test demand cheaply before building, and settle the business model before the screens.

Next case
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Just Eat Takeaway · 2020