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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
Senior Product Designer TBD · 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

Flash grocery was eating everyone's lunch.

Flink and Gorillas were creating a new behaviour. The question for JET: is there a version that works for us, without burning the restaurant business?

02 — The call

Pick the model, not just the product.

Single partner (Albert Heijn) over a multi-vendor marketplace, because only that could keep the delivery promise. And a fake door in the live app: 16% CTR among 16–25-year-olds green-lit the MVP. TBD · whose call was single-partner, and what was your role in it?

Proposition variants
Fig. 1 — Only two models fit JET's logistics promise
03 — What it taught me

Where my commercial instinct was built.

Cheap evidence beats expensive opinions, and the most important choice is often not a UI choice.

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Just Eat Takeaway · 2020