Redesigning the Discovery Experience of Foodpanda
Introduction
In 2023, I redesigned Foodpanda's discovery experience, transforming how over 20 million users discover and engage with vendors across categories. This project included a complete revamp of the vendor listing page, browsing experience, navigation, and the design of a brand-new filter experience to address key user pain points.
My Role
Over six months, I led the end-to-end redesign process—from research to high-fidelity designs—resulting in a more intuitive and engaging user experience.
The Team
Ahmet Ertas
PM
Kelly Zhang
UXR
Josh Ho
PA
DevOps
+10 People
duration
March 2023 - July 2023
Problem
The discovery experience on Foodpanda faced significant challenges in driving user engagement and vendor exploration due to an outdated design and an ineffective navigation structure. Analytics revealed that users struggled to explore vendor options efficiently, leading to diminished user satisfaction and reduced vendor visibility.
My Approach
I redesigned the discovery experience from the ground up — replacing the outdated layout with a clean, intuitive structure. By simplifying navigation, improving visual hierarchy, and introducing new UI components, I made it easier for users to explore vendors. The result: a more engaging experience that drove higher conversion and click-through rates.
Impacts
This redesign led to;
+9.7% increase in conversions
+50.6% increase in CTR
Final Design
Improving Visibility and Engagement on the First Page
To address how users revisit past purchases and trust familiar stores, I decided to make the “Order Again” and “Top Shops” sections more visible.
During testing in Turkey, users found real images more attractive and informative, which confirmed the decision to use them for better engagement and a stronger brand fit.
ehnhancing product visibility
To enhance product discovery, I designed a unique element that promptly displays the chosen vendor and products' accessibility.
IMPACTS
+%2.7 Increase in overall CVR
+%7.8 Increase in CTR
Redesigning Navigation for Better Usability
With a 73% avoidance rate, I redesigned the navigation, shifting from horizontal to vertical scrolling for a more user-friendly experience.
IMPACTS
+%2.7 Increase in overall CVR
+%2.23 Increase in Multi-vertical user share
+%7.8 Increase in CTR
Quick commerce order per user: +%0.86
BEFORE
After
Simplifying Product Discovery with Filters
Interviews revealed that users were spending too much time browsing and struggling to find what they needed, leading to frustration and, in some cases, abandonment. To address this, I designed a filter option to help users quickly narrow down their choices and discover products that suited their needs.
IMPACTS
+%2.7 Increase in overall CVR
+%21 Reduction in browsing time
Redesigning Vendor Cards for Clarity and Engagement
I structured vendor information—such as discounts, MOV, and ETA—into clear, scannable sections, with discounts prominently featured to engage exploratory users and drive interaction.
Next Steps
We plan to incorporate a rating and review system to support indecisive users.
From a business standpoint, the next focus is on evaluating component rankings to identify what drives engagement and formulating a strategy to optimize the listing page accordingly.
Learnings
User research at every stage made a huge difference, helping us make smarter, faster decisions.
Working closely with stakeholders and teammates gave me a better understanding of both user needs and business goals.
It’s a great reminder of how important it is to balance both sides, and it’s something I’ll keep focusing on in future projects.
Peer Feedback
Mehmet's ability to translate user insights and requirements into visually appealing and intuitive designs has significantly enhanced the usability and engagement of the Shop Listing Page.
Ahmet Ertaş
PM
While working with him on the Shop Listing Page project, he was open-minded, receptive to new methodologies, and willing to collaborate. These qualities help him do well with any problem space and working with new stakeholders and peers.
Shahzeb Babar
Lead
