User Retention and Conversion Growth on Jumia Food

Growth: Develop a flexible, future-ready design to support new business opportunities and services.

Retention: Enhance the user experience with a customer-first approach, optimizing touchpoints for higher satisfaction and retention.

Profitability: Refine touchpoints to better showcase Jumia Food’s unique value, driving more frequent purchases and increased order value.

A benchmarking study analyzed customer journeys across well-known competitors with similar features and services, including Talabat, Glovo, Careem, Deliveroo, Gorillaz, and Breadfast. This analysis provided insights into navigation flow, service listings, and operational efficiencies like dark stores.

Based on these findings, several key areas for improvement were identified: service listings, vendor cards, restaurant listings, and filtering options.

Navigation and discoverability were essential to enhancing the customer experience. Data revealed a high drop-off rate, with about 60% of customers dropping off the app between the landing and vendor details screens.

Benchmarking showed that simplifying navigation could increase the number of users who make it to the ordering stage. I proposed multiple design options, consolidating service categories and adding filters for promotions and deals, making it easier for users to discover relevant vendors quickly.

A/B testing determined the optimal layout, balancing user needs with business goals for maximum engagement and usability.

The previous vendor card design led to high drop-off rates, with only one in four sessions resulting in items added to the cart, and a significant number of abandoned carts at checkout.

A redesign of the vendor cards improved transparency, providing customers with upfront information such as delivery times, promotions, and ratings. By incorporating these insights, the new design aimed to reduce cart abandonment by allowing users to make informed decisions earlier in their journey.

Enhanced visual markers, like color-coded tags, further improved readability and highlighted key offerings. The redesign provided flexibility to suit various use cases, from promotions to sponsored listings, helping increase click-through rates and guiding users seamlessly toward checkout.

A large part of a user’s session quality is based on whether they find what they are looking for or not. Enhancing the restaurant listings was crucial for both new and returning users and optimizing the customer flow to reach great meal listings was key to increasing the conversion rate, especially for new customers.

The new layout displayed more vendors within each viewport, increasing visibility of available choices. I also introduced a category slider for quick filtering, allowing users to find desired options with minimal effort. This change aligned with the goal of increasing conversion rates, particularly for new users, by helping them find relevant matches more quickly.

User data indicated that homepage filters were underutilized, mainly due to a cluttered, confusing layout. The filter design was updated with a more visually appealing and intuitive interface to increase engagement.

Two filter states—default and selected—made it easier for users to toggle options and refine their selections based on preferences. This change aimed to boost discoverability and engagement, allowing users to explore offerings without feeling overwhelmed.

This redesign of Jumia Food addressed critical pain points by making navigation more intuitive and improving visibility at every step of the user journey. Each design decision—from streamlined service listings to redesigned vendor cards and improved filtering—was grounded in a commitment to enhancing the user experience.

By focusing on customer needs and aligning with the company’s goals of growth, retention, and profitability, these updates position Jumia Food to sustain growth in an increasingly competitive market.