Home Run

Supporting Home Run partners to deliver groceries in as little as one hour
London, UK • 2017 - 2028

Home Run is a revolutionary grocery shopping and delivery service in London, UK. Home Run does the grocery shopping for you, so that you have more time to do you. For this to happen, Home Run partner shoppers and drivers collect and deliver groceries from UK’s favourite stores, such as M&S or Waitrose, in a really high pace. The Home Run partner web app was overwhelming and confusing for our partners, and it was hurting our OKRs. This had to change. My team aimed for a reliable native app that would assist efficiently our partners.

The Process

Discover → Define → Develop → Deliver

When people ask me about my approach to digital products strategy and design, I commonly describe it through the lenses of the British Design Council’s Double Diamond model.

The Double Diamond, similarly to Design Thinking, is an iterative process that seeks to understand a product’s prospect users, challenge assumptions and define problems and needs, in an attempt to identify alternative strategies, solutions and opportunities that might not be instantly apparent with our initial level of understanding.

Why this particular process? Because having your customers at the center of every experience you design is vital for building successful products - products that score high in all three key aspects of UX: usability, usefulness, and desirability.

My role at Home Run

Re-structured and re-designed Home Run's partner app in order to improve its operational efficiency. Upon the new app’s full release, Units [collected] Per Hour (UPH) soared by 88% and On-Time Performance (OTP) reached 97%, while 65x fewer messages between Ops & partners were exchanged.

Defined the product vision for Home Run's partner shoppers and drivers web and mobile applications.

Designed new processes and crafted new experiences for Home Run's partners.

Fostered closer collaboration between product and Ops teams to improve two key business metrics: Units [collected] Per Hour (UPH), which soared by 88%, and On-Time Performance (OTP), which reached 97%.

Led the UX, CX and SD related activities for customer-facing and partner products (from usability testing to customer journey maps and service blueprinting).

Defined and prioritized new features development.

Leveraged usability optimization to improve the path to purchase and customer engagement, by analyzing users’ behavior and conducting online testing of various features, structures, and user interface design approaches to boost conversions. This optimization process had led to an impressive 320% conversion increase for certain customer segments.

Monitored vital CX-related KPIs (eg NPS score, complaints frequency & type, retention cohorts) and seeking improvement opportunities.

Designed the final UI elements and organizing them into design systems, interactions and style guidelines.

Contributed to creating and executing the campaign for Home Run's successful equity crowdfunding round on Seedrs (www.seedrs.com/homerun).

Permanent, full-time position: Senior Product (UX/UI) Designer, Home Run.