Deliveroo Plus


Exploring new benefits and improving the profitability of Deliveroo’s subscription membership plan.

Deliveroo Plus 

Exploring new benefits and improving the profitability of Deliveroo’s subscription membership plan.

Deliveroo Plus

Exploring new benefits and improving the profitability of Deliveroo’s subscription membership plan.

Deliveroo Plus

Exploring new benefits and improving the profitability of Deliveroo’s subscription membership plan.


July 2019 – January 2020


Lead Product Designer


Deliveroo Plus is Deliveroo’s subscription membership plan. Members pay a flat monthly fee for unlimited free delivery.

In July 2019 the team was expanding from a few folks to eighteen. At the time I was looking to join and lead design for a product area, so I joined alongside a researcher and content designer.

In March 2014 Google announced a new version of Android specifically designed for smartwatches. Because the majority of the experience existed within transient card UI they realized that they needed a collection of watch faces that would effectively act as a wallpaper for the OS. The watch faces would be pre-installed with the OS in time for Google’s annual developer conference in June. So Google reached out to ustwo for help and subsequently an internal request was sent for design help. I was very excited by this new technology. No one had ever done this before. I wanted to find out and define what an authentically digital watch face would look like. I wanted to learn all about the constraints and I wanted to work closely with our talented engineering team (the ustwo team consisted of 3 designers working closely with 2 Android engineers).

We designed, built, tested and delivered 8 watch faces which were demoed live on stage just weeks later.

Deliveroo Plus brand guidelines

Newly introduced Deliveroo Plus branding (Q3 2019)

Refreshed branding

The internal brand studio had just completed new brand guidelines for Deliveroo Plus. The program was to be positioned as a premium offering using rich, deep purple branding. One of things I was keen to do was apply this to the digital experience. How could we make our subscribers feel like they were part of an exclusive premium service? I identified the app icon and launch screen as the first touch points. At the same time I saw an opportunity to update the existing, regular Deliveroo launch screen, so both were designed simultaneously.


Storyboards for two new launch screen animations

After speaking with the team we were able to recognise if a customer was a Plus member or a free member and subsequently load the correct animation.

I worked closely with Christos Kastritis on fine tuning the animation using Lottie and it's technical implementation on Android and iOS.

Final, shipped launch screen animations for Deliveroo and Deliveroo Plus customers

New feature benefits

To help make the program more attractive, the team were keen to introduce brand new and exclusive benefits. Not only would these need to be desirable from a customer perspective but they would also need to work with our restaurant partners and riders.

Earlier in 2019 the research team had already created a shortlist of possible features. This was achieved by mocking up a number of sign up pages which listed numerous benefits.

Mix and match was one of the best performing features.

Deliveroo Plus testing stimulus

Test stimulus of the Deliveroo Plus sign up page 

Mix and match

I hosted a Crazy 8 exercise with the team to get a better understanding of how Mix and match might manifest in the user experience. The team sketched around the following How Might We statements:

  • How might we educate Plus members that they can now order multiple items from multiple restaurants?
  • How might we communicate that there are multiple riders assigned to a Mix and match order?
  • How might we encourage families to use Mix and match?
  • How might we highlight which restaurants are eligible for Mix and match?

Team sketches

Mix and match sketches

Iterative sketches

From this I was able to identify, sketch and create a number of high fidelity prototypes that we could test with a range of participants.


Global basket


Dedicated area


Multiple riders

Mix and match prototypes — Made with Principle

Meanwhile the research team had recruited a diverse range of participants in Leeds, London and Paris. I made sure to localise the prototypes to include local restaurant data and to have translated content.

User testing in London

User testing Mix and match

Mix and match was well received, especially by families who liked the idea of being able to order from multiple different restaurants in a single order which would be great if different members of the family wanted different cuisines. However, there was an overall level of concern that large orders would require multiple riders and therefore there would be a high certainty that orders would arrive at different times.

The findings were consolidated into a research report and presented back to the wider team and org. Mix and match is undergoing consideration for a release later in 2020.

Long-term subscription plans

In addition to looking at new features, the team were also keen to find ways of increasing subscriber retention. One of the ways of approaching this was to look at introducing multiple plans.

The benefits would need to remain the same across the plans. The only difference being the monthly cost and free trial duration. I worked with data science to understand what price plans would be optimal for our respective markets. E.g. In the UK we would offer both a 6 month plan and a monthly plan. The longer term plan would cost less when compared to the monthly plan, but would require a higher initial payment. The hypothesis was that users would be less likely to churn when signing up with the longer term plan.

Long-term subscription plans — Made with Figma

Initial user testing proved to be successful and the team intend on shipping long-term subscription plans in Q1 2020 (watch this space).