Your favorite food, delivered with Uber

Getting food delivered from your favorite local restaurants became as easy as requesting a ride!

UberEats

Time: 2014 - 2016     Role: Product Designer  

Uber Eats (formerly UberFresh) is an online food ordering and delivery platform launched by Uber in 2014. It makes getting great food from your favorite local restaurants as easy as requesting a ride.

This originally started as an experimental food delivery service back in 2014 in the Uber app. I worked on all aspects of the app, including the UX, UI, to working with an iOS and Android engineer to getting everything implemented. 

The Beginning

Back in 2014, I was the first designer to join the special projects team at Uber (aka Uber Everything). It was a brand new team to experiment different delivery options to find new avenues to expand the business. Uber's goal was to mobilize its fleet of drivers to deliver more than just humans. We tried several different pilots from cornerstore, alcohol, holiday christmas items, package delivery, all the way to food delivery. 

Online Food Delivery Space

By the time we decided to test this market in 2014, the online food delivery space had many competitors, but there was potential for more robust growth.

Value Proposition

  • Blazing fast delivery: Uber Eats promises to deliver under 10 minutes.

  • No minimum order. The standard delivery fee ensures all orders are fulfilled irrespective of the order value.

  • Existing customer base: Probably, the most valuable asset of all. Uber already has millions of active Uber users across the globe who can be potential Uber Eats users.

  • Better utilization of Uber's resources: They already have cars/drivers on the road and an effective system to manage it. 

  • A top class algorithm. 

  • The global presence. While UberEats may face local competitors in every market, a competitor with such a global stronghold would be hard to beat.

The Process

Pilot: in the Uber app 

In 2014, we launched a service that provides lunch between 11:30am and 2:30pm to customers in Santa Monica, which was our trial area. It was a prix fixe menu that offered a different selection each day and is refreshed every week for $12 per meal.

 

The service started as an experiment in the existing Uber app. It ran during regular weekdays and was in a specific geographic area in Santa Monica during the beta period. 

Map view of where we ran the pilot

The promo that appeared in the rider app.

Initial lunch menu that appeared on uber.com and was sent out as a weekly email.

Restaurant & Uber Partners

As this trial was happening, we went down to LA (Santa Monica) where the test trial was happening. We spent several days following the entire flow from following the restaurants, meeting the Uber partners, loading the food into the car, then waiting in the car with the Uber partners until they received an UberEats request, all the way to delivery to the customer.

At one of the Uber partner restaurants preparing food, packing them in insulated food bags, then delivering them to a location where Uber partners (drivers) were waiting to load their cars  in preparation for the lunch service.  

At the location where Uber Partners were waiting for the insulated food bags. We tagged along with several of their rides. 

View of a request an Uber partner would see when a request came in.

Tag along with some of the Uber partners (drivers).

Uber partners (drivers) would meet customers curbside for drop off.

Final Designs

Initial designs of UberEats (then called UberFresh) in the Uber rider app. I designed these and worked with an iOS and Android developer from start to finish.

Eats1.png
Eats2.png
Eats4.png
Eats5.png
Eats6.png

Summary

The Uber Eats (UberFresh) pilot was successful as the company deemed it a huge potential enough to create a separate app just for Uber Eats. This was the very beginning of Uber Eats and is now in 50 cities and 20 countries around the globe.

Today, Uber Eats has grown from less than 5% of the U.S. food delivery market to nearly 25% – and is expected to just keep getting bigger.