Helping Users Explore Vendor & Product in One View
Introduction
In early 2023, our team set a key goal: improving product and vendor visibility on the Shop Listing Page, which is the starting point of most users’ shopping journeys.
I focused on designing a component that aligned with our OKRs while encouraging discovery across different verticals.
My Role
As the product designer for Q-Commerce Discovery, I led the design of a new component aimed at improving vendor and product visibility through a user-centered approach.
I collaborated closely with a UX researcher and product analyst — combining user insights, data analysis, and testing to ensure the experience aligned with real user needs and behaviors.
The Team
Princess Janf
PM
Ahmet Ertas
PM
Josh Ho
PA
DevOps
+10 People
duration
March 2023 - April 2023
Problem
The Foodpanda discovery experience lacked sufficient product visibility, making it harder for users to evaluate vendors and make confident choices. This gap often led to frustration and drop-off during early exploration. Improving product exposure was essential to creating a smoother, more engaging experience across the platform.
My Approach
To build on the trust users already place in Foodpanda Market, I designed a component that highlights Q-Commerce offerings in a way that feels natural, relevant, and user-first.
The component was implemented across the Home screen, Vendor Listing page, and Search page, ensuring consistent visibility and engagement at key moments in the user journey.
Impacts
This redesign led to;
+%2.7 Increase in overall CVR
+%7.8 Increase in CTR
Final Design
Vendor LIstıng page
On the Vendor Listing Page, we prioritized making Foodpanda Market more visible and easier to discover. By surfacing familiar, trusted options earlier in the browsing experience, we helped users make faster, more confident choices — reducing friction and supporting repeat behaviors.
Impacts:
CVR +9.7% overall
CTR +50.6 increase
Home Page
After the successful implementation on the Vendor Listing Page, we extended the component to the Home and Search pages to reinforce visibility and support users across more entry points in their journey.
Impacts:
Multi-vertical user share: +2.23%
Home Screen to Foodpanda Market detail page: +7.38%
Q Commerce orders per user: +0.86%
SEARCH PAGE
In the Search, we introduced the component to help users quickly spot trusted Foodpanda Market options while actively looking for specific items. This placement supported faster decision-making and reduced the effort required to find reliable, relevant results — especially in high-intent moments.
Impacts:
Quick Commerce CVR increased by +%2.7
CTR increased by +%5.2%
Next Steps
Following a successful implementation, the next step is to extend testing across additional discovery surfaces. We’ll also explore integrating the component with a wider range of vendors to broaden its impact and support more diverse user interactions.
Learnings
Observing user engagement across different discovery pages helped shape the design direction, reinforcing the value of contextual visibility and timely placement.
Through testing, we uncovered how adaptable the component was across use cases — confirming its potential to drive engagement while fitting naturally into various parts of the user journey.
