We had outgrown our current design and needed a change - conversion was dropping from restaurant home to basket

I analysed data from every touchpoint on the current page and evaluated feedback on social media, via customer support and NPS

Over the next few weeks, I also met with our users, guerilla tested with different personas and involved our behavioural scientist

What followed was a series of explorations, tear downs and critiques laying the cornerstones of a new restaurant home

• Information clustering: grouped similar information closer together

• Progressive disclosure: staggered information visibility to when it was most needed and relevant

• Merchant story: gave power back to our merchants to create their own narratives