Deliveroo Widget
Role
Product Designer
Re-designing the iOS widget for Deliveroo to create a personalised experience.
Background
Founded in 2013, Deliveroo is a British food delivery company with over three million downloads on the app store.
To enhance the user experience, Deliveroo has introduced a widget that customers can place on their home screens.
This provides a convenient and quick entry point to their favourite restaurants within the Deliveroo app.
Background
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Challenge and opportunity
I found that the existing Deliveroo widget had limitations: It only recommended restaurants recently visited on the app, lacking the ability to consider factors such as time of day or whether the restaurants were currently closed.
Additionally, the design remained unchanged regardless of the widget size, and contextual information like delivery times was absent.
Research
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Insights
I created a small survey focusing on working professionals with busy schedules.
It was expressed that they were likely to try new food by browsing the app and that the delivery time, imagery and price were the main decision factors.
Outcome
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Design principles
I aligned the re-designed widget with apple's design principles:
Personal
- It fits their schedule. It understands what the user wants when they want it.
- It shows liked dishes and new options to keep it fresh and exciting.
- It shows dishes related to holidays like Christmas or Valentine.
Informational
- Displays imagery and delivery time: Time is the more important factor and the price will be an optional item you can customise the widget to display.
Contextual
- If the widget refreshes at mid-day, it will display lunch.
If the user likes to get up later on a Saturday, the widget will show them breakfast later in the day.
Outcome
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Widget specifications
All sizes
- Defined by the time of the day or calendar month.
Sometimes regular orders, sometimes new. - Edit widget to showcase different information or stack widgets to create a food carousel.
- Customise through sorting by time or price.
- Customise to display restaurants, dishes or collections.
Outcome
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Widget specifications
Small
- Focuses on the short journey by displaying one item.
- Displays one dish, one collection or one restaurant.
- Limiting and focusing on the right choice.
- Defined by the time of the day i.g “Lunch” or by the calendar month.
Outcome
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Widget specifications
Medium
- Deeper discovery.
- Displays dishes, collections of food types or restaurants.
Outcome
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Widget specifications
Large
- Deeper discovery.
- Multiple dishes in the same category i.g “Salads”, collections of food types or restaurant types.
- Focus on the visuals to inspire.
Outcome
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Celebrating the brand
I ensured the widget's visual identity closely mirrored the distinct branding of Deliveroo, maintaining a cohesive and consistent look and feel with the brand.
The key elements I focused on were:
- Friendly, energetic, modern and a youthful visual identity.
- Fun, dynamic illustrations to soften the cold palette.
- Whitespace to allow the content to breathe.
For the dark mode the vibrant brand colour is switched with a sleepier dark blue.
Outcome
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Dark mode
For the dark mode the vibrant brand colour is switched with a sleepier dark blue.
Outcome
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Final thoughs
The widget now offers a personalised experience, adapting to user preferences and time of day, serving as a discovery tool with added features like customisation based on time or price.
Its core functionality adjusts according to size, contributing to increased food sales by prioritising optimal food recommendations.
Additional steps that could have been taken:
- Conducted *more* user interviews for enhanced insights.
- Monitored walk-through sessions with the Deliveroo target audience.
- Utilised diary studies for a deeper understanding of user experiences.
- Tested the widgets in a focus group setting to gauge acceptance and gather suggestions for improvements.