Moving towards a data-driven approach to design (& journey updates).

Hello everyone, I am on vacation in Japan and have been using this time for some introspection on my first year with Delivery Hero. As you may recall from my previous post, I left a fintech start-up to join Delivery Hero as a product designer to further my skills and access more resources. Reflecting on the past year, I have grown significantly within the company and wanted to share some highlights.

Hackathon Summer Edition 2022: We won the innovation award and the best photo with our “food finder” feature.

We had a good mix of engineers (Back-end and front-end), a product manager, and designers, and I was nicely initiated into the company. The hackathon swags and prizes we received made the initiation a delightful one.

As a team, we brainstormed ideas for the hackathon and voted on ideas that we classified as data-proven and non-data-proven problems. The live design prototype was up, and we recorded the walkthrough along with a deck to explain our case within three days.

Delivering three payment integrations in three months: After being onboarded to my fintech domain, my team and I worked together to ship the Alipay and WeChat Pay in Hong Kong and Touch n Go in Malaysia

August babies celebration and Welcome lunch with the team

With the different payment integration, we could follow similar user flows. I started a design initiative to improve the process (to create a source of truth) for payment integration. We created a design project to establish a reliable source of information for our numerous worldwide payment integrations.

Transfer team, hello, acquisition team:

I am now a designer for growth, focusing on subscription growth and retention. Our team operates differently than most, with designers across three squads within the domain, my. My first month involved to align country launches, which took time due to communication hurdles between Europe and APAC. With lots of support from my team, we were able to implement some process changes before the end of the year.

I was also the design lead for two new projects and incorporated more data in the design.

Here are some tips I wish I had before starting to lead a project:

• Collaborate with product analysts early: I partnered with our data analysts for insights, but involving them earlier in the process can be more manageable. We came up with the success metrics and discussed what other metrics could help us determine the feature’s success. With goals identified, we know what to focus on and helped with alignments of design decisions.
• Conduct unmoderated tests: There were changes in grouping and user flow. Hence I tested two design versions with different users to see which was more effective. The results helped us make better design decisions that we could effectively communicate to our stakeholders.
• Use data to guide decisions: Gather information from existing teams to help with solutions instead of personal opinions. Leverage research, analyze metrics, and gather feedback from the group. I requested data from our customer experience team to understand why users churn and were given several churn results reports to look into.

After much learning and retrospect with the team, we refined our process by involving tech leads early into the conversation, which helped the development of some other smaller projects I led more efficiently.

I am focusing on other areas of improvement, and I am a step closer to being the designer I envisioned myself to be. I am adequately challenged and empowered to develop and drive product decisions and initiatives. Sometimes I need to remind myself (& you, who may be reading and facing the same situation) that change and progress don’t happen overnight, it takes time to build, and the process shouldn’t be rushed.

Overall, I enjoyed my one year in Delivery Hero, knowing I have improved significantly as a designer from a year ago. I am thankful for the resources the company was able to provide so that we are more user and data-driven.