James Gulland

I was the lead project manager for the activation of a new market on the PHDV platform, involved from the beginning of mapping out requirements and understanding market-specific context, through to building a plan of action and subsequently delivering the website and app. The build included integration with internal store POS systems and third-party external systems, such as call center and aggregators sales channels.

At Just Eat, we would continuously look at the flow of customer traffic through the funnel to see potential areas for optimization. We found a significant conversion drop on the Menu page, compared to other areas of the site. We also found through regular qualitative user testing sessions, that users were finding it hard to choose from the menu. Customers love to have a choice of restaurants and food types, but also found it difficult to choose something they wanted to order; the paradox of choice!

We decided to experiment with a few features to help bridge this gap, and two ideas stuck, adding ‘Popular’ items and ‘Recently Ordered’ items. Both these features worked well with our customers, and we bagan to see tremendous traction on both the web and app, so they were rolled out to the entire Just Eat estate.

The objective at New Look was to provide a more relevant user experience to customers by “surfacing the right products, for the right customer, at the right time.”
We hypothesized that if we provided a more personalized and contextual experience throughout the site, our customers were more likely to add-to-bag, thus improving on AOV, conversion, and help expand the breadth of items sold.
We conducted both qualitative research (guerilla testing and internal user research) and quantitative research (looking at sales data and GA reporting), which resulted in the development of mock-ups and wireframes that were proposed to stakeholders, alongside smaller incremental product improvements on the current website and app.