When I joined GoFood's growth team at the end of 2022, I was tasked with enhancing promo perception. However, as I began my work, I made some surprising discoveries that led us in an entirely new direction.

Through our research and data analysis, I uncovered several insights that revealed the root causes behind user drop-offs and low conversions within the promo funnels.

Nearly 50% of GoFood orders involved a discount, revealing a substantial segment. Within this group, we identified 'Value Eaters' as our primary users.

To align and secure buy-in, I created a strategic artifact to visualize the vision. Starting with my PM and design managers, I gained support from the Head of Product, SLT, and key teams like marketing, ads, and platform, unifying stakeholders and driving full endorsement.

Transitioning from concept to execution, I focused on translating our strategic vision into detailed design specifications. By creating hypotheses for each element of the page, I ensured alignment with our goals and user needs.

As we progressed through the project, we adopted an iterative and data-driven approach to ensure each design solution aligned with our goals. Here's a glimpse of all the different milestones we experimented with.

Over the course of six months, we engaged in extensive usability testing and A/B experiments to gather critical insights into user behavior and preferences and further improve the designs. A glimpse into some of the metrics :

Though the final output was positive, it was critical to understand what was driving those results and formulate the next steps. Some concepts performed exceptionally well, while others led to a decline. The next steps involved utilizing all the learnings to further optimize different shuffles for various cohortsh