Pan Li

2019

Uber Eats Internship

3 individually owned projects and 2 shipped features

Role
Product Design Intern

Duration
Jun - Sep 2019 | 3 Months

Team
Uber Eats

Role
Product Design Intern

Duration
Jun - Sep 2019 | 3 Months

Team
Uber Eats

01 Overview

In summer 2019, I interned at Uber Eats team in San Francisco for 3 months. During that time, I worked on 3 different projects as the only product designer on the team, while collaborating with cross-functional team by constantly communicating with PMs and updating with engineers.

Here’s the 3 projects I've worked on during my internship, I individually owned the end-to-end process of these 3 projects. And I will focus on explaining my design process for Top Eats. The other two projects will be available later.

Top Eats (launched on Eats)

Celebrating great delivery restaurant

Hourly Guarantee (launched on Driver)

New incentives in the promo hub

UGC Exploration

The future of UGC on Uber Eats

02 Top Eats

Available now in Uber Eats

Brand new feature

0 - 1 product

Individually owned entire design process

What is Top Eats?
Top Eats is a program recognizing great delivery restaurants on Uber Eats. Based on information from real orders, we're highlighting restaurants that go above and beyond for their customers. Top Eats restaurants can expect greater in-app discoverability which could attract more customers and increased sales.

Why is it important?
Our ability to raise Eater expectations from food delivery while also positioning ourselves as the most reliable delivery experience will give us a difficult to replicate strategic differentiator in terms incremental brand value.

Success metrics
1. Increase percentage of total gross booking contributed by these “high quality”  restaurants
2. Gross booking per/week “high quality” restaurants

Overall, we want Eaters to be able to quickly identify great restaurants so they can have more confidence when ordering.

01 Overview

In summer 2019, I interned at Uber Eats team in San Francisco for 3 months. During that time, I worked on 3 different projects as the only product designer on the team, while collaborating with cross-functional team by constantly communicating with PMs and updating with engineers.

Here’s the 3 projects I've worked on during my internship, I individually owned the end-to-end process of these 3 projects. And I will focus on explaining my design process for Top Eats. The other two projects will be available later.

Top Eats (launched on Eats)

Celebrating great delivery restaurant

Hourly Guarantee (launched on Driver)

New incentives in the promo hub

UGC Exploration

The future of UGC on Uber Eats

02 Top Eats

Available now in Uber Eats

Brand new feature

0 - 1 product

Individually owned entire design process

🏆 What is Top Eats?

Top Eats is a program for Eaters to recognize great delivery restaurants on Uber Eats. Based on information from real orders, we're highlighting restaurants that go above and beyond for their customers. Top Eats restaurants can expect greater in-app discoverability which could attract more customers and increased sales.



💪🏻 Why is it important?

Our ability to raise Eater expectations from food delivery while also positioning ourselves as the most reliable delivery experience will give us a difficult to replicate strategic differentiator in terms incremental brand value.



🌟 Success metrics

1. Increase percentage of total gross booking contributed by these “high quality”  restaurants
2. Gross booking per/week “high quality” restaurants



🔥 Overall, we want to solve the problem that food delivery experience is not always consistent by providing Eaters a way to quickly identify great restaurants so they can have more confidence when ordering.

03 Entry Points

BillboardIntroducing Top Eats to first time users

Top Eats FilterQuickly find out Top Eats restaurants

Home Feed CarouselsDiscover Top Eats Restaurants in Home Feed

New CategoryA consistent entry point for Top Eats

In Menu BadgeAnother layer to educate eater about the benefits

04 Research

Insight 1️⃣

Eaters do not always have consistent food delivery experience because sometimes food will arrived with wrong items, poorly packages, etc...

Based on UX Researcher’s report, there are a lot of times when the customer gets their orders from the courier, they found that the food was delivered with missing or wrong items. Or if the food they ordered includes soup but with poorly packages, then everything in the bag becomes a mess... However, we found that some restaurants without those issues are doing well because they think delivery also represents their restaurant. So they paid a lot of attention to their packages, food temperatures when arrived, and even call customers to ask about satisfaction. Below are examples of inconsistent food delivery experience.

User received orders with missing items

Example of poorly packaged order

Insight 2️⃣

Eaters are not confident to make a choice because there were few signals we provided to quickly identify great restaurants

As an Eater, there are few signals on the Eats platform to allow you to quickly identify restaurants that consistently deliver high-quality delivery experience outcomes. Without a reliable way to identify restaurants that consistently provide positive outcomes, Eaters are unable to self-select into good experiences. According to our research, user will even check yelp review first and then place their order on Uber Eats.

Insight 3️⃣

Lots of other product are highlighting higher tier service to attract more user types

Based on the competitive analysis, products like Airbnb plus, Amazon’s Choice, Swiggy Premium Restaurants and so on are highlighting their higher tier service by integrating multiple entry points and visual indicator to provide more use cases, attract more user types, and enable users to have more confidence on their platform

Airbnb Plus

Amazon Choice

Swiggy

🤔  So How Might We...

Highlight top performing restaurants in the Eater experience?

05 Define

⛳️  My Goal

Empower Eaters to order with greater confidence and have more reliable and consistent food delivery experiences, thereby influencing their order frequency and restaurant selection variance over the long run.

💭  Design Principles

06 Ideation

07 Design

💰 Every pixel has a money sign

After i explored lots of entrypoints and visual differentiator as i listed above, i found that there are lots of constrains to consider. For instance, the top eats restaurant should co-exist with other stuffs like promotions, rewards, BYOC and etc...

While every pixel is valuable and features should co-exists together, I started to look for the best way for my design by going through tons of design critics with other awesome product designers on the Eats team, and also design reviews with cross-functional team that has PMs, Engs, and so on to making sure the design works both in the technical perspective and also business perspective.

08 Next Step

🔀 A/B Testing
The reason that i designed multiple entry points is that we want to test them in different market to see how each entry points performs. However, the length of my internship is only 3 months that i have to go back to school when it ends. I wish i could be there when the product finally launches. So i can dive into the data and analyze which entry point performs better.

🧘🏻 Think Beyond
I would like to envision a bigger ecosystem for the premium tier restaurants on the platform, to reach to more user types and opens up more use scenario. So that users do not just ordering food on our platform but also ordering better experience.

09 Summary

💁🏻 The best work comes from good collaboration
I believe that build a good relationship with teammates and communicate often to make sure everyone is on the same page are very important, because we work as a team and we share the common believe.

💃🏻 Dancing with constraints brings more creativity
Unlike designing at school, where our professor always told us to not bothered by technically constrains and business constrains, designing at large cooperation is different. I need to figure out how my design can fit current design system and also find a new way to use those existing components. But in the meantime, as a design we should still keep curiosities and don’t be afraid to explore blue sky ideas.

🙋🏻Get proactive about your own growth
There are so many talented people in the company and they are all good teachers and resources. So actively learn as much as I can and also prototype as much as I can is how I think will improve myself at Uber.