Shoppers ordering from their phones for delivery at a time they choose — food and everyday goods, where freshness is part of what they are paying for.
Ordering had to be quick enough to do between other things, and everything behind it — what is in stock, and what the store can actually deliver — had to be dependable enough to promise.
I owned the product side, from the shape of the experience to what shipped: cutting the path to a paid order down to what it actually needs, prioritising the build with engineering, and putting it in front of real customers first.
The same shop on the web and in the app — browse by aisle, pick up the week's deals, and check out to a delivery time.
Only the steps a paid order actually needs, so a shop fits between other things.
What is in stock and which delivery times are open come from the store, not a guess.
Freshness is part of what shoppers pay for, so the order is built around arriving on time.
What changed for the shopper
And what is promised is what arrives — on time, and still fresh.
Ordering takes a couple of minutes instead of a phone call, and what is promised is what arrives — on time, and still fresh.
