Improving the consumer experience
Deliveroo is a food delivery service – available on iOS, Android, and web – that launched in the UK, and is now in over a dozen markets across the world.
Below are a few pieces of content I’ve written at Deliveroo on the consumer team.
Pickup
Pickup is a new type of fulfilment we launched on our consumer platform at the end of 2019. This feature allowed customers to retrieve their food in stores, cutting out extra fees and padded item costs.
This enables better flexibility and control for customers, allowing them to choose how to get their food depending on their lifestyle and situation.
My role
Took over the project as the content design owner when the original UX writer left the company
Oversaw the last-minute renaming of the feature from ‘Collection’
Revised the order tracker flow due to technical constraints and a better understanding of real-life use cases
Collaborated with branding and product marketing to prepare all of the go-to-market comms
Product education and visibility
Feature announcement
Pops up on Home when a customer opens the app that includes the pickup feature for the first time.
Map view card
Sits on top of the restaurant list on Home – allows customers to browse the restaurant selection via a map view.
Order tracker
Preparing the order
A message that confirms the restaurant has received their order is the first state the customer sees after checking out.
Ready for pickup
The customer sees this message when their order is ready for pickup. The subtitle shows pickup instructions written by the restaurant.
Reminder push notification
A push notification is sent to customers 5 minutes before the pickup time.
Encouraging location refinement
When a user adds a new address on iOS, we nudge users to pin their desired drop-off location. However, due to the vague language, it feels more of an optional “nice to have” rather than a “this helps ensure your food is delivered to the right place” step. We saw low engagement rate, mostly due to a lack of clarity around what to do and why, which resulted in orders being delivered to the wrong place especially in the UAE.
This copy rewrite was a short-term solution, and I had the ability to change nothing but the copy. The goal was to encourage and be more explicit in instructing customers to actually refine their location so we can reduce incorrect deliveries.
My role
I was the sole UX writer for the copy revisions on the existing form, working closely with the PM and an iOS developer over the course of a couple days
Shortly after, I worked with another writer on my team to write an accompanying modal specifically for UAE
Outcome
Based on some initial numbers, within the first few weeks going live, the updated form and modal together saw 46% of users in the UAE alone adjust their pins. The power of words!
Before
After
