44% ↑ in User Acquisition
Cross-functional collaboration with 106 stakeholders to design a holistic journey of discovery
IMPACT
+44%
User Acquisition
+20%
Monthly Active Users
CONTEXT
CONTEXT
10,000 stores, but users kept going back to 1.
10,000 stores, but users kept going back to 1.
Talabat operates across 8 countries with over 10,000 stores, yet users predominantly relied on Talabat's convenience store, highlighting a major discovery challenge. To tackle this, I collaborated with brand, marketing, and regional leads across 7 countries, involving 106 stakeholders, to curate collections of trusted, familiar stores, featuring items local to each region and tied to their culture for Ramadan.
Talabat operates across 8 countries with over 10,000 stores, yet users predominantly relied on Talabat's convenience store, highlighting a major discovery challenge. To tackle this, I collaborated with brand, marketing, and regional leads across 7 countries, involving 106 stakeholders, to curate collections of trusted, familiar stores, featuring items local to each region and tied to their culture for Ramadan.
TEAM
Product Designer (Me!)
Product Manager
8 Engineers
DURATION
6 weeks
RESPONSIBILITIES
User Research & Analysis, Creation of 168+ Graphics, User Testing, Creation of Feature User Guide
TOOLS
Figma, Maze, Dovetail, Photoshop
USER PROBLEM
USER PROBLEM
Out of sight, out of mind — users' go-to stores for weekly grocery shopping were not easily discoverable on the Grocery Homepage
Out of sight, out of mind — users' go-to stores for weekly grocery shopping were not easily discoverable on the Grocery Homepage
During user interviews to understand why users were only sticking to convenience stores, many were surprised to learn that Talabat had their usual go-to stores. I hypothesized that poor space utilization on the homepage was limiting store discovery, and validated this with data.
During user interviews to understand why users were only sticking to convenience stores, many were surprised to learn that Talabat had their usual go-to stores. I hypothesized that poor space utilization on the homepage was limiting store discovery, and validated this with data.
Inefficient use of space
Takes up 20% of screen real estate to promote Talabat's convenience store but less than ~1% conversion rate
Static list of stores
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 3 listed stores.
User's were also risk-averse and didn't want to shop from unfamiliar stores
User's were also risk-averse and didn't want to shop from unfamiliar stores
When I prompted users to try a different store for their weekly groceries, they showed signs of hesitation, worried it could waste time or money if delivery quality wasn’t reliable.
When I prompted users to try a different store for their weekly groceries, they showed signs of hesitation, worried it could waste time or money if delivery quality wasn’t reliable.
1
Weekly shopper, UAE
"I don't really trust the fresh products that are picked by someone else"
2
Weekly shopper, EG
"I just prefer to do my grocery shopping offline"
3
Impulse shopper, OM
"I would only try new stores if I had some sort of an incentive, which is discounts"
BUSINESS OPPORTUNITY
BUSINESS OPPORTUNITY
Shifting Talabat from a quick delivery service to a reliable destination for weekly grocery shopping
Shifting Talabat from a quick delivery service to a reliable destination for weekly grocery shopping
72% of Talabat Grocery users who shopped at Talabat Mart (convenience store) accounted for only 26% of the entire online grocery shopping market, proving opportunities for the untapped 74% of weekly shoppers.
72% of Talabat Grocery users who shopped at Talabat Mart (convenience store) accounted for only 26% of the entire online grocery shopping market, proving opportunities for the untapped 74% of weekly shoppers.
Inefficient use of space
Takes up 20% of screen real estate to promote Talabat's convenience store but less than ~1% conversion rate
Static list of stores
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 3 listed stores.
KEY INSIGHT
KEY INSIGHT
Users need [trusted, familiar stores] to
explore with confidence
Users need [trusted, familiar stores] to
explore with confidence
PROBLEM STATEMENT
PROBLEM STATEMENT
HMW make exploring users' trusted and familiar stores
feel easy and enjoyable so that the business can adopt more weekly shoppers to increase Monthly Active Users?
HMW make exploring users' trusted and familiar stores feel easy and enjoyable so that the business can adopt more weekly shoppers to increase Monthly Active Users?
SOLUTION
Launched in:
UAE
EGYPT
KUWAIT
OMAN
BAHRAIN
QATAR
JORDAN
Back To School Campaign in UAE
Mandarin Campaign in EGYPT
Curated Stores. Every Occasion.
Curated Stores. Every Occasion.
Regional leads handpick 3–6 trusted grocery stores with curated items local to their region to meet users’ top needs for Ramadan.
Regional leads handpick 3–6 trusted grocery stores with curated items local to their region to meet users’ top needs for Ramadan.
Best of each store, at a glance.
The collection features items curated for a specific occasion, highlighting each store’s strengths, such as bulk discounts, special deals, and product variety
Ramadan Campaign in UAE
Ramadan Campaign in OMAN
Ramadan Campaign in EGYPT
Best of each store, at a glance.
The collection features items curated for a specific occasion, highlighting each store’s strengths, such as bulk discounts, special deals, and product variety
44% ↑ in User Acquisition
Cross-functional collaboration with 106 stakeholders to design a holistic journey of discovery
TEAM
Product Designer (Me!)
Product Manager
8 Engineers
UX Designer
DURATION
6 weeks
RESPONSIBILITIES
User Research & Analysis, Creation of 140+ Graphics, User Testing, Creation of Feature User Guide
TOOLS
Figma, Maze, Dovetail, Photoshop
IMPACT
44%↑ in User Acquisition
20%↑ in Monthly Active Users
CONTEXT
10,000 stores, but users kept going back to 1.
Talabat operates across 8 countries with over 10,000 stores, yet users predominantly relied on Talabat's convenience store, highlighting a major discovery challenge. To tackle this, I collaborated with brand, marketing, and regional leads across 7 countries, involving 106 stakeholders, to curate collections of trusted, familiar stores, featuring items local to each region and tied to their culture for Ramadan.
USER PROBLEM
Out of sight, out of mind — users' go-to stores for weekly grocery shopping were not easily discoverable on the Grocery Homepage
During user interviews to understand why users were only sticking to convenience stores, many were surprised to learn that Talabat had their usual go-to stores. I hypothesized that poor space utilization on the homepage was limiting store discovery, and validated this with data.
Inefficient use of space
Takes up 20% of screen real estate to promote Talabat's convenience store but less than ~1% conversion rate
Static list of stores
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 3 listed stores.
User's were also risk-averse and didn't want to shop from unfamiliar stores
When I prompted users to try a different store for their weekly groceries, they showed signs of hesitation, worried it could waste time or money if delivery quality wasn’t reliable.
1
Weekly shopper, UAE
"I don't really trust the fresh products that are picked by someone else"
2
Weekly shopper, EG
"Oh, I didn't know these stores existed on Talabat"
3
Impulse shopper, OM
"I would only try new stores if I had some sort of an incentive, which is discounts"
BUSINESS OPPORTUNITY
Shifting Talabat from a quick delivery service to a reliable destination for weekly grocery shopping
72% of Talabat Grocery users who shopped at Talabat Mart (convenience store) accounted for only 26% of the entire online grocery shopping market, proving opportunities for the untapped 74% of weekly shoppers.
KEY INSIGHT
Users need [trusted, familiar stores] to
explore with confidence
PROBLEM STATEMENT
HMW make exploring users' trusted and familiar stores feel easy and enjoyable so that the business can adopt more weekly shoppers to increase Monthly Active Users?
EXPLORED DESIGN VARIATIONS
Option A: Quick wins for Ramadan with low engineering cost
Option A: Quick wins for Ramadan with low engineering cost
With Ramadan just four weeks away, I initally worked with engineers across multiple ideation sessions to explore design solutions that required minimal technical effort and the fewest changes.
Option B: High technical effort but data-driven
Option B: High technical effort but data-driven
I referenced the Food Homepage and found that 78% of orders came from tiles featuring different store collections. Based on this, I explored variations in the context of grocery.
Option C: More space used on screen, but greater impact
Option C: More space used on screen, but greater impact
I surfaced each store directly on the homepage for easier access. I also added a banner to replicate the festive Ramadan feels, similar to the experience users would have in a physical store.
DECISION
I chose Option C because it resonated with users, reinforced the brand, and could scale across campaigns
I chose Option C because it resonated with users, reinforced the brand, and could scale across campaigns
WORKING WITH ENGINEERS
Inspiring engineers to shape the Minimum Lovable Product
Inspiring engineers to shape the Minimum Lovable Product
During multiple ideation sessions, I advocated the value of Option C in elevating user experience and business outcomes with data and research insights so they could scope tech infrastructure with the end-state in mind. In the process, I simplified the design through multiple iterations.
COMPLEXITY
Extensive cross-functional collaborations with 106 stakeholders
Extensive cross-functional collaborations with 106 stakeholders
Option C required extensive collaboration across brands, marketing and regional leads across 7 markets. I streamlined feedback loops and narrowed communication to key decision-makers, facilitating weekly shareouts and async updates with engineers, regional teams, and business stakeholders that reduced silos.
OWNERSHIP
168+ graphics, process and documents
168+ graphics, process and documents
Regional leads saw a major opportunity to rotate content weekly throughout Ramadan, which meant 6 collections × 4 weeks = 24 collection images per country x 7 countries = 168 images. I created these graphics myself until the regional teams became familiar with the feature guidelines. Afterwards, I reinforced content quality by scoring their submissions against user guides I developed.
IMPACT
+44%
+44%
User Acquisition
+20%
+20%
Monthly Active Users
TAKEAWAY
This was the largest project I led, and I learned the value of cross-functional collaboration in creating a holistic experience that truly resonates with users. It taught me to design beyond the screen, considering how the experience can complement all the ongoing efforts an organization runs around a major campaign like Ramadan.
The most valuable skill I picked up from this project is framing design decisions around stakeholder goals that helped align teams and move projects forward
STAKEHOLDER
BUSINESS
1
THEIR GOAL
Shift user perception from just fast delivery to reliable app that fulfills their weekly needs
FRAMING
Communicating that the design contextually introduces new stores and items that users find relevant, which builds trust
STAKEHOLDER
7 MENA MARKETS
2
THEIR GOAL
To showcase the best deals and store selections specific to each region
FRAMING
Communicating that the design enables market leads to customize their own collection of stores and items based on their regional strategy
STAKEHOLDER
BRAND TEAM
3
THEIR GOAL
To help users build stronger connection to campaigns
FRAMING
Communicating that regional brand team can have more flexibility and ownership about utilizing components to showcase on-going campaigns
Copyright © 2025 Lucy Ji Soo Choi
SOLUTION
Launched in:
UAE
EGYPT
KUWAIT
OMAN
BAHRAIN
QATAR
JORDAN
Curated Stores. Every Occasion.
Regional leads handpick 3–6 trusted grocery stores with curated items local to their region to meet users’ top needs for Ramadan.
Back To School Campaign in UAE
Ramadan Campaign in OMAN
Mandarin Campaign in EGYPT
Best of each store, at a glance.
The collection features items curated for a specific occasion, highlighting each store’s strengths, such as bulk discounts, special deals, and product variety
EXPLORED DESIGN VARIATIONS
Option A: Quick wins for Ramadan with low technical effort
With Ramadan just four weeks away, I initally worked with engineers across multiple ideation sessions to explore design solutions that required minimal technical effort and the fewest changes.
Option B: High technical effort but greater conviction
I referenced the Food Homepage and found that 78% of orders came from tiles featuring different store collections. Based on this, I explored variations in the context of grocery.
Option C: More space used on screen, but greater impact
I surfaced each store directly on the homepage for easier access. I also added a banner to I replicate the festive Ramadan feels, similar to the experience users would have in a physical store.
DECISION
I chose Option C because it resonated with users, reinforced the brand, and could scale across campaigns
WORKING WITH ENGINEERS
Inspiring engineers to shape the Minimum Lovable Product
During multiple ideation sessions, I advocated the value of Option C in elevating user experience and business outcomes with data and research insights so they could scope tech infrastructure with the end-state in mind. In the process, I simplified the design through multiple iterations.
COMPLEXITY
Extensive cross-functional collaborations with 106 stakeholders
Option C required extensive collaboration across brands, marketing and regional leads across 7 markets. I streamlined feedback loops and narrowed communication to key decision-makers, facilitating weekly shareouts and async updates with engineers, regional teams, and business stakeholders that reduced silos.
OWNERSHIP
168+ graphics, process and documents
Regional leads saw a major opportunity to rotate content weekly throughout Ramadan, which meant 6 collections × 4 weeks = 24 collection images per country x 7 countries = 168 images. I created these graphics myself until the regional teams became familiar with the feature guidelines. Afterwards, I reinforced content quality by scoring their submissions against user guides I developed.
IMPACT
+44%
User Acquisition
+20%
Monthly Active Users
REFLECTION
This was the largest project I led, and I learned the value of cross-functional collaboration in creating a holistic experience that truly resonates with users. It taught me to design beyond the screen, considering how the experience can complement all the ongoing efforts an organization runs around a major campaign like Ramadan.
The most valuable skill I picked up from this project is framing design decisions around stakeholder goals that helped align teams and move projects forward
STAKEHOLDER
BUSINESS
1
THEIR GOAL
Shift user perception from just fast delivery to reliable app that fulfills their weekly needs
FRAMING
Communicating that the design contextually introduces new stores and items that users find relevant, which builds trust
STAKEHOLDER
7 MENA MARKETS
2
THEIR GOAL
To showcase the best deals and store selections specific to each region
FRAMING
Communicating that the design enables market leads to customize their own collection of stores and items based on their regional strategy
STAKEHOLDER
BRAND TEAM
3
THEIR GOAL
To help users build stronger connection to campaigns
FRAMING
Communicating that regional brand team can have more flexibility and ownership about utilizing components to showcase on-going campaigns