When I joined GoFood's growth team at the end of 2022, I was tasked with enhancing promo perception on a crucial top-of-the-funnel page known as the Universal Offer Listing Page (UOLP). As the primary entry point for users seeking active promotions, optimizing its functionality and visual appeal was vital for boosting engagement and reducing drop-offs. 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.

With nearly 50% of GoFood orders involving a discount, it was clear this segment was substantial. However, we observed two distinct behaviors within this group. Our primary target at the top of the funnel was the 'Value Eaters'—users who open the app with a strong intent to order only if they can find the best discounts, often skipping an order if promotions are lacking.

To build alignment and secure buy-in, I created a strategic artefact helping team visualise the vision. Starting with my PM and design managers, I used it to gain support from the Head of Product and SLT and onboard key teams like marketing, ads, and platform. This artefact unified stakeholders around a shared vision, driving full project 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. This rigorous approach allowed us to evaluate various design elements and understand their impact on the user experience.

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