problem
Our home screen experience was outdated, with side navigation and an uninspiring landing experience, requiring users to choose a discovery funnel before seeing any restaurants or dishes. As over 90% of users started from the Restaurant flow, we also faced difficulty helping users to discover our new verticals, such as groceries.
root cause
As our platform serves 3 distinct brands across 16 markets (foodpanda in APAC, Yemeksepeti in Turkey, and Foodora in EU), making a massive change to the homescreen required extensive stakeholder alignment. Competing priorities took precedence over modernizing and improving the user experience, and there was risk adversion to experiment. Ex: the risk of losing Ad revenue from moving away from an intrusive flash deal pop-up.
solution
We replaced a grid-view landing experience which required an extra navigation step from users, and landed them directly into our product discovery funnel of primarily restaurants (which accounted for over 90% of orders). We minimized the risk of low visibility to groceries, pick-up and other prioritized growth areas through prominent homescreen shortcuts.
This update also modernized our navigation, from a hamburger menu/sidebar to bottom navigation.
impact
We released the new home screen in 2025, increasing growth and visibility of our groceries vertical and pick-up option, among other offers. This improvement also matured our product significantly, as it reduced the opportunity for intrusive interstitial screens, such as a sponsored flash deals screen takeover.
my role
I facilitated an improvement workstream in 2022, presenting solutions rooted in data and user insights to C-level on a bi-weekly basis. After some time and leadership changes (2024) we received buy-in to invest in modernizing the user experience through this massive product change. I worked with the team through the development phase, providing UX direction and unblocking questions and conflict. Currently, we are revisiting aspects which did not scale as intended, and I’m leading discovery of this new solution space through x-functional workshops.
