Summary
As Product Manager at Curb Food, I led two cross-functional teams to redesign the order pickup experience for delivery drivers across 18 ghost kitchens. By simplifying the order pickup screen with clearer information, improved visual cues, and streamlined flows, we achieved a 30% increase in successful order identification, reduced delivery times, and boosted customer satisfaction.
The Challenge
Delivery drivers frequently struggled to locate the correct orders at Curb Food’s kitchens. This created:
- Wasted time searching for orders.
- Slower deliveries impacting food quality.
- Frustrated customers leading to lower satisfaction and fewer reorders.
These inefficiencies posed a serious risk to operational performance and customer loyalty.
My Contribution
As Product Manager, I directed two teams (12 FTEs in design and engineering) to deliver this project:
- User Research: Conducted on-site observations and interviews with delivery drivers to identify core pain points.
- Collaborative Design Sprint: Facilitated a one-week sprint with the Pickup Experience team to prioritize features for the new pickup screen.
- Iterative Testing: Oversaw multiple design and testing cycles with real drivers to validate and refine improvements.
Used Methodologies & Strategies
To create an effective solution, I applied:
- Design Thinking: Empathy-driven research and rapid prototyping.
- Agile Iteration: Multiple rounds of driver testing and fast feedback loops.
- UI/UX Optimization: Applied clear visual hierarchy, color coding, and iconography.
- Cross-Functional Collaboration: Facilitated teamwork between design, frontend, and backend engineers.
Solution
The team focused on redesigning the pickup screen, implementing:
- Enhanced Order Information
- Clearer, larger order details for faster identification.
- Improved Visual Cues
- Color coding and icons to help drivers recognize orders instantly.
- Streamlined User Flow
- Optimized navigation for quick and intuitive use.
Results
The new pickup screen delivered measurable improvements:
- 30% increase in successful order location by drivers.
- Reduced delivery times, leading to faster handovers.
- Higher customer satisfaction and repeat orders through improved reliability and speed.
Conclusion
This project shows my ability to lead cross-functional teams, integrate user research into product decisions, and deliver operational improvements that scale. By focusing on the delivery driver experience, we improved efficiency, reduced friction, and boosted customer loyalty.
It highlights the importance of user-centric design, collaborative problem solving, and iterative development in creating impactful digital products.