Lieferheld
Lieferheld was one of Germany’s leading online platforms for takeaway and food delivery, operated by Delivery Hero. At the time, it was among the most popular apps on the market, competing alongside services like Lieferando, Deliveroo, Pizza.de, and Foodora all offering similar restaurant options and delivery experiences.The company was acquired by Lieferando in 2018.
Lieferheld was one of Germany’s leading online platforms for takeaway and food delivery, operated by Delivery Hero. At the time, it was among the most popular apps on the market, competing alongside services like Lieferando, Deliveroo, Pizza.de, and Foodora all offering similar restaurant options and delivery experiences.The company was acquired by Lieferando in 2018.
Project overview
The goal was to enhance the Lieferheld Android app by introducing new features that improve the overall user experience, particularly for first-time users.
My Contribution
I focused on designing a smooth and engaging first-time customer flow, helping new users quickly discover and order their favorite meals. Key features included:
Onboarding improvements to guide users through their first order with an intuitive, step-by-step experience. Saved addresses to speed up future checkouts.
Favorites and order history, allowing users to easily re-order from preferred restaurants. Simplified login and registration, with options to sign in via social media or email A revamped profile section, where users could update personal information and manage preferences. These enhancements aimed to reduce friction, increase user retention, and deliver a more personalized and efficient food ordering experience.
Project details
Year: 2016 - 2017
Year: 2016 - 2017
Client: Lieferheld
Markets: Germany
Product: Native mobile app / Android app
Company: Delivery Hero, Berlin
Company: Delivery Hero, Berlin
Role: Senior Product Designer on site, As the Senior UI/UX Designer for the Android mobile team, I was responsible for defining the user experience of new solutions aimed at improving the Android app and delivering a more seamless, user-focused experience.
Capabilities: User research, UX Strategy, UX-UI Design, Design system
User Case: First-Time Customer Experience
Objective:
Design a seamless and intuitive first-time experience that allows new users to quickly understand the app, place their first order with confidence, and build trust in the service.
Design a seamless and intuitive first-time experience that allows new users to quickly understand the app, place their first order with confidence, and build trust in the service.
Scenario:
A new user downloads the app to try a food delivery service for the first time. They are hungry, short on time, and unfamiliar with the app interface. Their goal is to find a nearby restaurant, browse the menu, place an order, and track the delivery with minimal frictio
A new user downloads the app to try a food delivery service for the first time. They are hungry, short on time, and unfamiliar with the app interface. Their goal is to find a nearby restaurant, browse the menu, place an order, and track the delivery with minimal frictio
Outcome:
The first-time experience is designed to feel fast, intuitive, and reassuring. By reducing friction and offering just the right guidance, users are more likely to complete their first order and return to the app again.
The first-time experience is designed to feel fast, intuitive, and reassuring. By reducing friction and offering just the right guidance, users are more likely to complete their first order and return to the app again.
User Case: Returning Customer Experience
Objective:
Encourage repeat orders by offering a seamless, personalized experience for returning users, supported by an exclusive 20% discount to drive re-engagement..
Encourage repeat orders by offering a seamless, personalized experience for returning users, supported by an exclusive 20% discount to drive re-engagement..
Scenario:
A previous user opens the app after some time away. They’re familiar with the basic flow but need a compelling reason to return. The app offers a 20% discount on their next order, and their past orders, saved addresses, and favorite restaurants are immediately accessible.
A previous user opens the app after some time away. They’re familiar with the basic flow but need a compelling reason to return. The app offers a 20% discount on their next order, and their past orders, saved addresses, and favorite restaurants are immediately accessible.
Outcome:
The experience is fast, familiar, and rewarding. By combining personalization with a timely incentive, the app builds loyalty and increases conversion among returning users turning occasional customers into repeat ones.
The experience is fast, familiar, and rewarding. By combining personalization with a timely incentive, the app builds loyalty and increases conversion among returning users turning occasional customers into repeat ones.
User Case: Simplify Login & Register
Objective:
Streamline the login and sign-up experience to reduce user friction, increase conversions, and support both first-time and returning users with a smooth, frustration-free entry point.
Streamline the login and sign-up experience to reduce user friction, increase conversions, and support both first-time and returning users with a smooth, frustration-free entry point.
User Case: Save and address
Objective:
Make it fast and intuitive for users to add a new delivery address whether they’re placing their first order or switching locations while ensuring accuracy and minimizing input effort.
Make it fast and intuitive for users to add a new delivery address whether they’re placing their first order or switching locations while ensuring accuracy and minimizing input effort.
User Case: adding profile on left-side menu
Objective:
Improve accessibility and visibility of user account settings by adding a dedicated Profile section to the app’s left-side menu (hamburger menu), enabling users to quickly manage personal information, preferences, and saved data.
Improve accessibility and visibility of user account settings by adding a dedicated Profile section to the app’s left-side menu (hamburger menu), enabling users to quickly manage personal information, preferences, and saved data.
