WHAT
Impulse purchases rather than larger basket orders
WHY
Unaware of the variety of stores and items
SO
Maximize offer visibility in-product for affordability
HOW
With curated items to showcase variety
CONTEXT
Repositioning Talabat's Grocery beyond instant delivery
Talabat’s 20-minute promise was no longer a strong differentiator with competitors offering 10–15 minute delivery.
Business stakeholders highlighted that impulse purchases made up only 26% of online grocery shopping, limiting Talabat's total addressable market by 74% due to the lack of focus on weekly or monthly needs.
SOLUTION
Leverage intent-first discovery by increasing campaign visibility in-product across 7 MENA countries
Think about grocery shopping on a regular day versus a festive one—like Thanksgiving, Christmas, or Valentine’s Day. You're more likely to discover and try items you wouldn’t usually buy. The intent to explore naturally increases during these moments.
With this in mind, I led marketing teams across 7 MENA markets to align product and marketing calendars, maximizing campaign exposure both in-product and OOH.
I designed a 3–6 store carousel, enabling market leads to spotlight top brands for new user acquisition, and local stores with strong offers to drive conversion.
Before: Grocery Home
After: Grocery Home
CAMPAIGN ADAPTATION IN PRODUCT
WHY IT WORKED
I understood the behavioral differences between big grocery shoppers and impulse shoppers through user research
Recognizing that behavior is shaped by motivation and incentives, I began with user interviews to uncover their underlying goals and jobs-to-be-done.
RESEARCH PLAN & OBJECTIVES
INSIGHT 1
Offers and a wide assortment of items are key drivers for grocery shoppers making large basket purchases.
INSIGHT 2
Reliability in delivery time and the quality of fresh produce is the cornerstone of customer trust.
Based on these insights, I built conviction on the hypothesis with data
My hypothesis was that static content on Grocery Homepage reinforced impulse shopping behavior, because there was no healthy disruption in their flow that made them discover.
Less than ~1% conversion rate on the banner due to a hardcoded setup, making it difficult for business, product, and tech teams to collaborate effectively on content updates
Only the top 3 stores were visible above the fold, with 70% of shop sessions attributed to top 5 listed stores.
SOLVING FOR DESIGN CHALLENGE
Collaboratively define a Minimum Lovable Product with engineers
To change the perception of Talabat Grocery being a service that only caters for impulse purchases, a Minimum Lovable Product (MLP) was needed rather than just a Minimum Viable Product (MVP).
It was important to me that the design vision was collaboratively shared before I did any slicing myself so the entire team could participate in breaking the solution down, and these were my approach:
Guiding the engineers to shape the tech architecture for the first iteration with future states in mind
Assessing what is feasible within time and resource limits, creating a Minimum Lovable Product with the team
Designing iterations that balance vision and feasibility
SOLVING FOR BUSINESS CHALLENGE
Framing decision rationale to align with stakeholders’ goals for 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
GOAL
SOLUTION
Bring in user pain points from research to back up design decisions
STAKEHOLDER
7 MENA MARKETS
2
GOAL
SOLUTION
Collaborate with regional Markets to establish criteria for featuring stores in the carousel
STAKEHOLDER
BRAND TEAM
3
GOAL
Help users build stronger connection to campaigns
SOLUTION
Align on evolving product and brand strategies, and identify low-effort adaptations for the first iteration
STAKEHOLDER
PRODUCT OPS
4
GOAL
Ensure markets maintain high quality of visuals in-product
SOLUTION
Design a QA process based on the guideline I created that Product Ops can adopt
PROJECTS
Speculative Design
Adaptive UI
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