problem
There were many reasons customers weren't trying our Quick Commerce (QC) offering: low trust in the quality and freshness of buying groceries online, perception that in-store prices are lower, low awareness of the QC offering, low amount of shop vendors onboarded to our platform, and simply that many people like picking out their own groceries.
root cause
Growing our QC business extends beyond product and tech. We needed to work in coordination with the business to identify our strategy and work together towards implementing it. For example, if we wanted to onboard more health & beauty vendors, we needed to enable the product variations feature, which required extensive preparation from the product content team. Historically, we haven't worked in the coordination required for long term planning.
solution
• Since 2024, we intentionally created and shared our product strategy with business for feedback
• Focused on upper funnel affordability UX & messaging to address negative customer perception
• Focused on fresh UX & messaging to address negative customer perception
• Focused on same price as in-store UX & messaging for applicable vendors to address perception
• Focused on "smart acquisition" and visibility in food funnel to attract existing users to try QC
• Focused on building product features that enable us to onboard more vendors & extend our offer
impact
The relationship between product and business has strengthened since 2024, and together we've grown QC year over year. We've increased QC trials and improved the customer perception of QC, and are now identifying and addressing issues which cause QC churn.
my role
Created and shared product strategy decks bi-annually to share with QC business, populated by design concepts addressing some of the biggest customer perception issues and painpoints. Worked closely with product leadership partners to gather feedback and input to strengthen our strategy, and worked closely with our design team to implement features from the strategy.
Bridged the upper funnel experience between QC & Restaurants as we increased QC visibility in our restaurant funnel. Monitored user feedback, and pushed for increased design system adoption to ensure the experience felt as holistic and natural as possible.
Currently, my aim is to minimize over-communication on our upper funnel components and create more progressive disclosure to enable users to focus on navigation and discovery.
