Offers redesign
Product Design · Just Eat
As the Design Sprint Lead, I drove vision design discovery and delivery for Offers, facilitated problem-framing and ideation workshops, led a design sprint, and oversaw research while engaging stakeholders across the organisation. The 5-day design sprint generated 16 design concepts, with 4 prioritised as key initiatives for the 2025 product roadmap.
Role and Impact
Platform.
iOS/Android app
Team.
Design Sprint Lead (myself), 3 Participating Designers, 2 Product Managers, 1 Researcher, 1 UX Writer
Objective
Redesign offers
Offers became one of the key priorities for the business. New product and UX team called ‘Growth’ was created to own this initiative, as Just Eat previously did not have a dedicated team to own and improve the offers.
“I don’t know how to find good offers on Just Eat”
Problem
User problem:
1 in 3 users do not agree that they are able to find offers they like on Just Eat.
Business problem:
40% of lapsed customers become inactive due to lack of offers and discounts.
Insights
Through user interviews (qual), surveys (quan), and user journey mapping, we discovered the following user problems.
Hypothesis
We will know success when
How much will this generate?
During the 5-day design sprint, I led the kick off workshop on Day 1 and created low-fi concepts which were developed into hi-fi designs from Day 2 to Day 5, alongside 3 other designers. Together, we created 16 design concepts focusing on the key 3 problem spaces.
Design sprint outcome
Exploration
Prioritised ideas for 2025 roadmap
Impact
Through the sprint and rapid concept testing, we quickly identified quick wins to improve offers on Just Eat. After prioritisation discussions across Product, UX, and Development teams, 4 high impact, low effort ideas (Menu progress bar, Savings at basket & order confirmation, personalised offer carousel and offer filters) were prioritised into 2025 product roadmaps to be built.
What’s next?
Offers progress bar in menu, the first quick win idea from the design sprint, is now in development for an A/B test. While we’re waiting for the impact on offer conversion rate to measure its success of the A/B test, I am refining the next quick win idea, savings at basket and order confirmation screen for future implementation.
Retrospective
I took the initiative to lead the redesign for offers. Given Just Eat’s complex offers legacy ecosystem which requires extensive collaboration across teams and disciplines, leading the end to end design discovery and delivery while managing stakeholders across Design, Product, Research, Sales and Marketing team was a challenge.
However, alongside 3 other sprint designers, we successfully developed 4 quick wins for the 2025 roadmap within just 3 weeks, with design playing a pivotal role in shaping and influencing the future product strategy.
Leading the sprint while working closely with sprint designers taught me the importance of early alignment, open discussion, flexibility with last-minute changes, staying unbiased about my own designs, and fostering a truly collaborative space.
Thank you!