Thrive app redesign
Enhancing personalization & helping our users find their next favorite
My Role
Senior product designer-
Strategy, User research, User Flows, Hi fidelity prototypes, Interactions, Testing, Copy writing
Team
2 PM’s, 1 Junior designer and 6+ engineering team
Duration
February 2024 - April 2024
Overview
Thrive is a social discovery and food delivery app. Through our UX audit and research, we identified broken user journeys, a need for personalization, and outdated navigation. To address these, we revamped key flows like "Pick-Up," "Pre-Order," and introduced a fresh homepage. These updates significantly improved food discovery, making the overall experience more seamless and intuitive.
About
Thrive connects over 14,000 restaurants with customers, offering more than just food delivery. As a social food discovery platform, it empowers users to ask for and share recommendations, share food experiences with a community of like-minded food lovers, making food discovery a community-driven experience.
Know our users
Our platform caters to food enthusiasts, especially millennials and Gen Z (18-35 years), who crave both the ease of food delivery and the thrill of exploring new culinary spots. Whether ordering their go-to dishes or sharing recommendations within a community of food lovers, they appreciate personalized suggestions, real reviews, and building social connections through their food adventures.
UX audit & User research
Understanding the existing app
Insights
What we learned
Deal hunters
These users searched and ordered based on the offers most of the time they opened the app.
Goals:
Find the best offers and discounts before placing an order.
Frustrations:
Missed deals or hard-to-find offers on the platform. Confusion when offer banners are unclear or hidden.
Explorers
Likes to discover a new restauarnt to try.
Goals:
Enjoy trying trending places & seek personalized suggestions based on their preferences.
Frustrations:
Disappointed with generic recommendations or lack of variety.
Brand loyalists
Orders from the same 2 or 3 brands repeatedly.
Goals:
Find reliable restaurant options quickly for special occasions.
Frustrations:
They don’t require new restaurant suggestions and prefer to quickly place orders, as they usually know where to order from.
Strategy
Turning Insights into Action
Solutions
Key screens & Comparision
Unified search
The new search now offers a more user-friendly zero state with “recent searches” for quick access, and separates results into "Restaurants," "Dishes," "Feed," and "People."
Food page & some new journeys
The new design aims at personalizing the food page by highlighting users' favorites and relevant recommendations. We revamped the pick-up and pre-order journeys, resolving user issues and improving offer discovery with a dedicated new page.
Offers , Pre-order & Pick-up page
Creating dedicated sections for Offers, Pre-order, and Pick-up allowed users to easily navigate based on their needs. For Pre-order and Pick-up, reinforcing visual cues throughout the journey was key to reminding users of the type of order they were placing thus leading to less errors.
Some more personalisation
Research showed that when users are in exploration mode, they want to find restaurants similar to those they've interacted with or ordered from. So, we added new sections like "Because You Viewed" and "More Like This," based on users' previous orders and interactions
Impact
The Thrive app revamp highlights how design thinking, teamwork, and user focus can address real pain points and improve usability. We saw a boost in engagement, especially with social features. Notably, "Thrive Faves" and the "Recco Game" exceeded expectations—more on these in upcoming case studies. Here are the key metrics we monitor to ensure continuous improvement.
Business Metrics
CTR ( Click through rate )
The percentage of users who click on the social and commerce components.
Order metrics
Order volume , order conversion rate and pre order and pick up usage.
Cart abandonment rates
How often users leave items in the cart without completing a purchase.
Retention rate
Percentage of users returning after their first visit over time (e.g., 7-day, 30-day retention).
Social sharing
Frequency with which users share recommendations, ratings, and lists with their network.
Time spent on the app
How much time users spent on the app in one session
What’s next?
Continuous User Feedback & Iteration
We aim to enhance the personalization by incorporating additional user data points, such as dietary preferences, favorite cuisines, and time-based recommendations. This will allow us to deliver even more accurate and relevant suggestions. Additionally, we'll experiment with further gamifying the social and discovery experience, rewarding users for sharing reviews, engaging with community posts, and unlocking achievements.