Product Design
System Design
Help users discover
10K+ stores & 4M+ items
IMPACT
+44%
User Acquisition
+20%
Monthly Active Users
ROLE
Lead Product Designer
Lead Product Designer
TEAM
1 Product Manager
1 Product Designer
8 Engineers
1 Data Scientist
1 Product Manager
1 Product Designer
8 Engineers
1 Data Scientist
IMPACT
+44%
User Acquisition
+20%
Monthly Active Users
ROLE
Lead Product Designer
TEAM
1 Product Manager
1 Product Designer
8 Engineers
1 Data Scientist
Product Design
System Design
Help users discover
10K+ stores & 4M+ items
CONTEXT
Repositioning Grocery to attract more weekly shoppers
The business needed a strategic repositioning from quick delivery by tapping into the 74% of the market focused on weekly / monthly grocery shopping.
RESEARCH
I learned that weekly shoppers were heavily motivated by offers
Recognizing that behavior is shaped by motivation and incentives, I uncovered their underlying goals and JTBDs through user interviews.
Recognizing that behavior is shaped by motivation and incentives, I uncovered their underlying goals and JTBDs through user interviews.
1
Weekly shopper, UAE
"Discounts are the first thing I check when I do my weekly grocery shopping"
"Discounts are the first thing I check when I do my weekly grocery shopping"
2
Weekly shopper, EG
"Oh, I didn't know these stores existed on Talabat"
"Oh, I didn't know these stores existed on Talabat"
"Oh, I didn't know these stores existed on Talabat"
3
Impulse shopper, OM
"I just don't trust the quality of fresh produce unless I pick them myself"
"I just don't trust the quality of fresh produce unless I pick them myself"
DATA
With data, I validated that users weren’t discovering new stores
Less than ~1% conversion rate on the banner due to a hardcoded setup, making it difficult update content
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 5 listed stores.
Less than ~1% conversion rate on the banner due to a hardcoded setup, making it difficult update content
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 5 listed stores.
OPPORTUNITY
HMW make discovery for users less intrusive but more contextual?
SOLUTION
Capturing weekly shoppers during high-intent seasonal moments like Back-to-School and Ramadan
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
Internal Work Flow
I STREAMLINED
the workflow between 3 key functional teams across 7 MENA regions
Internal Work Flow
I STREAMLINED
the workflow between 3 key functional teams across 7 MENA regions
Product Strategy
I DESIGNED
a solution that generated at least 20% MAUs across multiple regional grocery campaigns
Product Strategy
I DESIGNED
a solution that generated at least 20% MAUs across multiple regional grocery campaigns
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
Back To School Campaign in UAE
Mandarin Campaign in EGYPT
Back To School Campaign in UAE
Ramadan Campaign in OMAN
Mandarin Campaign in EGYPT
Back To School Campaign in UAE
Ramadan Campaign in OMAN
Mandarin Campaign in EGYPT
SOLUTION
Capturing weekly shoppers during high-intent seasonal moments like Back-to-School and Ramadan
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
Internal Work Flow
I STREAMLINED
the workflow between 3 key functional teams across 7 MENA regions
Product Strategy
I DESIGNED
a solution that generated at least 20% MAUs across multiple regional grocery campaigns
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
User Research
I CONDUCTED
user research with 10+ users to create an intent-driven discovery product strategy that was implemented in 2025
Back To School Campaign in UAE
Mandarin Campaign in EGYPT
Back To School Campaign in UAE
Ramadan Campaign in OMAN
Mandarin Campaign in EGYPT
Back To School Campaign in UAE
Ramadan Campaign in OMAN
Mandarin Campaign in EGYPT
ITERATIVE WORK
Given the time constraint, I kept feedback loops short with stakeholders
I held weekly shareouts and async updates with engineers, regional teams and business stakeholders to minimize silos
ITERATION I
ITERATION II
ITERATION III
ITERATION IV
While scoping the MVP around high-impact, low-effort features, the engineers flagged the following elements as technically complex:
Extended background image
Horizontal scroll interaction
Campaign timer
ITERATION I
ITERATION II
ITERATION III
ITERATION IV
While scoping the MVP around high-impact, low-effort features, the engineers flagged the following elements as technically complex:
Extended background image
Horizontal scroll interaction
Campaign timer
STORYTELLING
I framed decision rationale around stakeholder goals
to drive alignment and buy-in
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 strong 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
IMPACT
I streamlined the workflow between 3 key functional teams across 7 MENA regions
I enabled regional markets to curate top stores and items specific to each region in the MENA for more user-tailored customization
I designed an MVP aligned with a long-term product strategy focused on intent-driven discovery
+44%
User Acquisition
+20%
Monthly Active Users
Copyright © 2025 Lucy Ji Soo Choi
All rights reserved.
IMPACT
I streamlined the workflow between marketing, brand and product to maximize campaign exposure both in-product and OOH.
I enabled regional markets to curate top stores and items specific to each region in the MENA for more user-tailored customization.
+44%
User Acquisition
+20%
Monthly Active Users
I framed decision rationale around stakeholder goals to drive alignment and buy-in
Operating in 7 MENA regions, Talabat required a solution tailored to diverse markets and users.
Through this project, I learned to frame my design decisions in ways that aligned with each stakeholder’s priorities and values.
STAKEHOLDER
BUSINESS
1
THEIR GOAL
To shift user perception from just fast delivery
FRAMING
"We will help users discover new stores and items contextually with minimized friction"
STAKEHOLDER
7 MENA MARKETS
2
THEIR GOAL
To showcase the best deals and store selections
FRAMING
"The solution enables more flexibility in curating and managing your own store selections and items"
STAKEHOLDER
BRAND TEAM
3
THEIR GOAL
To help users build stronger connection to campaigns
FRAMING
"The solution promotes cross-functional collaboration to identify new brand–product touchpoints"
STORYTELLING