Managing 106 stakeholders
Contextual discovery of
10K+ stores and 4M+ items
ROLE
Lead Product Designer
Lead Product Designer
IMPACT
+44%
User Acquisition
+20%
Monthly Active Users
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
SUMMARY
Talabat delivers food, grocery, pharmacy, flowers, and more, serving 6M+ active users across 7 countries.
Role
I aimed
to increase visibility and engagement of a variety of grocery stores by making product discovery feel more contextual and relevant to users.
Role
I aimed
to increase visibility and engagement of a variety of grocery stores by making product discovery feel more contextual and relevant to users.
Action
I designed
a customizable store collection across 7 markets and leveraged on seasonal campaigns that users could easily relate to.
Action
I designed
a customizable store collection across 7 markets and leveraged on seasonal campaigns that users could easily relate to.
Action
I designed
a customizable store collection across 7 markets and leveraged on seasonal campaigns that users could easily relate to.
Result
I delivered
a 44% increase in user acquisition and 20% increase in monthly active users.
Result
I delivered
a 44% increase in user acquisition and 20% increase in monthly active users.
Result
I delivered
a 44% increase in user acquisition and 20% increase in monthly active users.
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
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
BUSINESS PROBLEM
Talabat Grocery needed to evolve from convenience service to top of mind for weekly grocery shopping
Market research proved opportunities in tapping into the 74% of the market that was focused on weekly / monthly grocery shopping.
USER PROBLEM
Users were unaware of existing weekly grocery stores on Talabat because the Grocery Homepage didn’t make them easily discoverable beyond its convenience store
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.
From the interviews, I learned that user's motivation to try new stores beyond the convenience store was heavily driven by discounts
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 would only try new stores if I had some sort of an incentive, which is discounts"
"I would only try new stores if I had some sort of an incentive, which is discounts"
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 exploring new stores for users feel
feel easy and less intrusive?
SOLUTION
Capturing weekly shoppers during seasonal moments like Ramadan where intent to discover is high
I surfaced key stores with relevant offers and seasonal items up-front. This created opportunities for the business to partner with major retail chains, attracting users and maximizing sales at peak moments of exploration.
I surfaced key stores with relevant offers and seasonal items up-front. This created opportunities for the business to partner with major retail chains, attracting users and maximizing sales at peak moments of exploration.
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 seasonal moments like Ramadan where intent to discover is high
I surfaced key stores with relevant offers and seasonal items up-front. This created opportunities for the business to partner with major retail chains, attracting users and maximizing sales at peak moments of exploration.
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
CHALLENGE
Involving 106 stakeholders, I started getting design feedback and suggestions from everyone.
I streamlined feedback loops by narrowing communication to key decision-makers, facilitating weekly shareouts and async updates with engineers, regional teams, and business stakeholders to reduce silos and come to effective alignment through 4 rounds of major iterations.
ITERATION I
ITERATION II
ITERATION III
ITERATION IV
Key stakeholder:
Engineers
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
Key stakeholder:
Engineers
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
SECURING BUY-INS
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
+44%
User Acquisition
+20%
Monthly Active Users
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
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WORKS
Copyright © 2025 Lucy Ji Soo Choi