Advanced Search Integration in PayPal App: A Detailed Case Study

Context

The purpose of this initiative is to integrate a Universal Search feature into the PayPal mobile app, aiming to enhance the ease and speed for users to locate what they're looking for. This effort supports PayPal's broader mission of offering convenient tools and services that empower users to better manage their financial lives.

In this Case Study, I’ll be evaluating the PayPal ecosystem and user base to determine common pain points PayPal users have. From there, I’ll define an MVP solution that addresses those core pain points. Finally, I’ll set success metrics and a rollout plan to test our MVP solution with a subset of the PayPal user base.

Hypothesis:

If PayPal adds Universal Search to their mobile app, users will complete core tasks faster.

Market Research

What Can We Learn from Competitors?

Venmo: Users can search for people, businesses, and charities from the home screen.When users tap on the search bar, the user is navigated to a full Search screen, with Name, @username as the placeholder.

Instagram: Instagram follows a similar pattern. Users can search anything and Instagram will return appropriate results. Instagram prompts users with fun, unique search terms to spark inspiration for what’s possible with their search. Once a user actually searches, they land on the Top tab of the search results page. They can then switch to the Accounts, Audio, Tags, or Places tabs. We can assume these are in order of what Instagram believes is most valuable to drive users to.

A few common themes across all of these apps
- The Search bar is typically on the Home tab/first tab and is at the top of the screen. It grounds the user and sets the stage that they can find whatever they need from it.
- The Search bar placeholder text copy is usually high level: “Search for anything” or “Search” in order to not box the user into thinking they can only search for one thing.
- The empty states may include prompts “Try searching for” or “Search ‘woodworking’” to spark ideas in the user’s brain about what they may be able to search
- Most Search experiences support many different categories of results.
These platforms also implement universal search features, allowing users to easily find what they need across various categories.

The Audience

Who Uses PayPal? At a high level, there are two main users of PayPal: individuals and merchants. This initiative is focused specifically on adding Universal Search to the PayPal mobile app, not the PayPal Business app. This means we’ll focus on our individuals user base.

individual PayPal Users:

Age: 24% of PayPal’s US users are 58 years or older (~48M users).
Transaction Frequency: The average user transacts 45 times per year.
Location: Majority of users are in the United States.

Use Cases of PayPal:

Securely pay online with purchase protection
Pay internationally without converting currency
Pay for subscriptions
Transfer money between friends/family
Link multiple payment methods
Defer payments with PayPal Credit
Get/link Loyalty cards
Buy, sell, and securely hold cryptocurrencies with PayPal
Save with high yield savings
Get cash back on deals
Donate to a charity
Create a fundraiser
Get a debit card
Send invoices/estimates
Cash pickup / reload phone

Without explicit usage data around the use cases listed above, we can make an assumption based on UI prominence that the two primary Individual user use cases are:

Sending and requesting money
Managing transactions with individuals and merchants

To design the most impactful Universal Search feature, we’ll solve core pain points for a target user segment based on these primary use cases. To summarize, we’ll be focusing on users who:

Are over the age of 58
Live in the United States
Send money, request money, and manage their transaction history

Our Universal Search solution will ultimately provide value for all PayPal users (in the US and globally, and under the age of 58), and cover various use cases, but solving core pain points for this user segment is table stakes.

Why? A user within this older demographic (which makes up about a quarter of our US user base) may not have as easy of a time adopting new search functionality (Source) – so if we can build a solution that works for them, expanding to younger demographics will be easier. Additionally, because we’ve observed increasing growth amongst users over 50, we need to ensure our solution works well for these users. (Source) Finally, these core use cases are done by almost all PayPal users so if we can solve pain points surrounding them, we will be able to provide value to a large percentage of our user base.

User Insights: Identifying Pain Points

Research uncovered several pain points for PayPal users, particularly for those over 58:

Finding Contacts: Struggling to find contacts, to request money from or send money to
- The person may not be a PayPal user yet
- The person may only be searchable in PayPal’s database by contact info the user doesn’t have
- The person’s name may be different on PayPal compared to how the user knows them
Finding Transaction: Hard time sifting through a lot of transactions to find the one they want

There may be older transactions that don’t appear on the Home tab or too far down on the Wallet -> Activity tab

Users may want to find transactions by different criteria (date vs name vs amount)

Finding Specific Transactions in History: It takes a long time to see all past history with a specific individual or merchant

Seeing history with a specific merchant can take 4-5 clicks to get to

Users may not know exactly how to get to the merchant

Typing Confusion: Not knowing what they can type in to find a person (email, phone, name, etc.)

Users may spell emails wrong

Users may enter phone numbers differently than how PayPal is expecting them

The person may have a different name than how the user is searching (ex: Sam vs Samuel)

Navigation Confusion: Not knowing where to go on their PayPal app to find what they need

User may not know they need to navigate to a specific tab to access certain information/features

Users may go to one tab thinking they’ll find what they need just to later discover it was in another area of the app

User Journey

How does a PayPal user find a transaction with someone? In general, the information architecture of the PayPal app is confusing. Because PayPal is trying to grow various parts of their business (Crypto, Savings, Merchant Deals) core user flows are buried.

Natalie, 65

Scenario: Natalie sends money to her daughter Amy every couple of weeks through PayPal. Natalie's husband asks her how much she send a couple of months ago.

Natalie's Expectations:

I can easily find old transactions
I can easily see my history with Amy
This should only take a couple of seconds

userJourney

Key Takeaways

From this research, we can conclude the following:

PayPal is growing in popularity amongst an older demographic as a way to send and receive money.
It’s common for native apps to have a universal search bar on the home screen to enable users to quickly get to what they need.
Right now, core use cases like finding a contact or transaction are very difficult and time consuming to complete .

The Problem

PayPal’s current app lacks an easy and fast way for users to find what they need. Core actions like finding contacts or transactions take too long to complete.

The Goal

Decrease the time it takes to complete core actions on the PayPal app by empowering users to search through all content and features available to them from one search box.

We will be focusing on solving these core pain points through our Universal Search feature. By helping users find contacts to request/send money, find and manage transactions, and more quickly navigate through the app, we’re helping execute on PayPal’s overall mission to make it more convenient to transact and control their financial lives.

Feature Prioritization & MVP Definition

What should be included in the MVP?

Creating a Universal Search that encompasses all content across the entire PayPal app will be a very big undertaking. In order to ensure it is worth investing resources here, we want to start by testing an MVP of Universal Search. If successful, we will continue to build out a powerful Universal Search that helps users find contacts, cryptocurrencies, and everything in between.

The feature set for our Universal Search MVP will be limited to an empty state and a results state because:

These states are the fewest required to provide users with context/value and allow us to begin learning if Universal Search is really solving pain points for the user.
Additionally, querying multiple data sets across PayPal’s ecosystem at the same time, while returning results quickly, will be a big technical challenge/undertaking. In an effort to keep scope limited, features like “Auto expand core options” mentioned in Future Iterations have been deprioritized from the MVP.

User Stories

As a PayPal user, I can search for things from my Home screen

We’ll add a Universal Search bar on the Home screen. Tapping on it will open Search autocomplete view with keyboard.

As a PayPal user on the Search screen, I will have quick access to my top items

Users will see Individual Contacts they frequently engages with
Users will see a prompt to request permission to access local phone contacts
Users will see Merchants they frequently engage with
Users will see recent transactions

As a PayPal user, I will be able to search for Contacts, Transactions, and Merchants from one place

Autocomplete search for Individual Contacts by: Name (first name, last name, or both), Email, Phone Number (normalizing different ways a user could type in number), Username
Autocomplete search for Merchants you’ve transacted with by Name
Autocomplete search for Transactions by Name

As a PayPal user, I will see the most relevant results when I search

Dynamic results to visually reflect result types (contacts vs transactions vs merchants)

Final Solutions

Universal Search on Home and Search Results update

"Search PayPal"used instead of "Name, email, etc" in an effort to not box the user into thinking they can only search for contacts. Instead, encourage them to search the entirety of PayPal.
Your Contacts", "Merchant", and "Transactions" to provide users with context into what they can search
Results are a mix of contacts, merchants, and transactions based on the Search term. Each result "type" has a consistent design element to help the user quickly identify what each result is. For example, the person icon next to contact result helps the user identify that that result is a Contact.
As the user types, results dynamically adjust to best fit the search term. Results that are no longer relevant disappear from the Results list.

Risks & Tradeoffs

What risks would PayPal open themselves up to if they added Universal Search to the app?

Including the Search bar on the Home screen content.

By taking up prominent real estate on the Home Screen, we may accidentally introduce friction to complete certain actions by pushing the rest of the Home screen content/features down.

Getting permission to access local phone contacts

Note: this may have been previously solved in other areas of the app, but we will still want to be cognizant of these risks for our Universal Search solution as well.
User privacy concern about syncing user’s contact list & associated data, resulting in users not giving permission.
Technical challenges associated with combining local phone contact information with PayPal’s contacts database, all while returning results fast.
We need to make sure duplicate results aren’t returned which could confuse users. (Seeing two exact contacts would confuse the user around which to tap).

MVP not including entire scope of searchable items

Our MVP will only allow searching Contacts, Merchants, and Transactions. By not including cryptocurrencies for example, we may be accidentally training users that this Search bar will always be limited to these result types.
A way to guard against this in the future will be updating the empty state with different result types to educate the user.

Time & resources it’ll take to build, launch, and maintain Universal Search

Adding Universal Search to the UX adds another layer of complexity to maintaining the PayPal app. We have to ensure routing continues to function properly from Search & elsewhere.
Additionally, to be a true Universal Search, we should eventually support all types of PayPal content and features which will create additional work in the future as new PayPal functionality is launched.
Committing to Universal Search means fewer resources can be dedicated to other functionality.

Measuring Success

North Star Metric

Avg Time From App Open → Core Use Case Completion

If we are solving our user’s main pain points, we should see a decrease in the amount of time it takes for users to complete core actions. Core Use Case Completion is an umbrella metric measuring users who do one of sending money, requesting money, or viewing a past transaction.

Secondary

These secondary metrics will help us determine if there are different areas of the Universal Search feature we may be able to improve/optimize.

App open → core use case completion rate within a session

Does saving time to reach a contact/transaction/etc with Universal Search get more users to complete core use cases?

Home view → search start rate

How many users are even starting searches?
Is the Search bar appealing and clear enough to prompt users to search?

Search start → abandon rate

How many users begin searching for something and then abandon?

Search start → result click rate

How many users begin searching and select a result?
Does this differ by result type? (Ex: finding transactions takes more time than contacts)

Average time between search start → result click

How long does it take to select a result? (Is the UI simple enough for users to quickly select what they want to select)
Does this differ by result type?

Average clicked search result index value

What is the average position users are clicking on results? If it’s low (1-2) then our autocomplete is working very well. If it’s a couple results down (3-6) our autocomplete is performing okay. If it’s higher, we probably need to optimize our algorithm to return better results.

Number of WAUs using Search

Are more users using Search over time?

Breakdown of result type clicks

Are users just searching for one type of content (contacts for example) or are they also searching for transactions and merchants?

Search start → no results rate

How often are we failing to find any results for the user?
Are there any commonalities for search terms that are causing no results to appear?

App open → contact permission given rate

Are most users giving us permission to access their contacts? If not, can we message it in a better way to increase this metric?

Counter Metrics

Since our Universal Search bar will be on the Home tab and take up prime real estate, we want to ensure we are not unintentionally hurting other core metrics. To monitor this, we will track:

Decreased new user account completion rate

Are fewer new users completing their account set up because the Universal Search bar is pushing down critical onboarding steps?

Decreased product expansion rates

Are fewer users signing up for PayPal savings, buying Crypto, or signing up for merchant deals?

Decreased average GMV transacted

Are we unintentionally decreasing the amount of money processed through PayPal by introducing the Search bar and taking up Home screen real estate?

Launch & Go-To-Market Strategy

A/B Test Universal Search

To ensure we are improving the PayPal app’s user experience by introducing Universal Search, we will be testing this feature. We will A/B test our MVP with a small group of new and existing users within our target user segment.

Versions:

Control: Current PayPal app without Universal Search (Start at 90% of audience)
Variant: PayPal app with Universal Search (Start at 10% of audience)

Audience: Users who…

Live in the United States
Are over the age of 58

Primary Metric:

Average time between app open → core use case completion

We will be including new users in this experiment to ensure adding a Universal Search bar doesn’t negatively impact core account setup / top of funnel metrics. We will be starting the A/B test variant at 10% of our target audience so that we can iterate without affecting the majority of users in this audience.

If the results of the A/B test are positive (primary measure of success achieved and no negative side effects) we will expand our test cohort to all users in the United States regardless of age. If our metrics in the expanded cohort are also positive, we will roll out the MVP to all United States users.

From there, we will begin improving the Universal Search experience by executing additional features on the roadmap and eventually expand Universal Search to be supported internationally.

Note: If our A/B test results are negative, we will investigate potential causes, iterate, and re-run the experiment.

Future Iterations

What could Universal Search do in the future?

Auto-expand core options within search results instead of navigating user to new screen
For example, if a user searches an individual contact and taps on a result, we can prompt them with “Send”, “Request”, or a “More” option. This will reduce friction to complete a core option and establish Universal Search as a powerful tool.
No results state to collect feedback about what the user was trying to search for. (can be used to prioritize order of following features)
Improved result matching (If you search John Doe but the contacts name is James Doe, the contact would still show up based on last name, despite not being an exact string match)
Search for Invoices
Search for Merchants deals by Name
Search for Cryptocurrencies
Search for Charities
Search Transactions in additional ways (ex: date, amount)
Filter results by category (ex: Invoices, Crypto, etc.), date, etc.
Additional routes & search terms will be evaluated based on data we can gather from early iterations. We will specifically look at users who begin searching, fail and abandon.

Final Thoughts

Summary

To recap, I’d recommend A/B testing an MVP of Universal Search with the goal of decreasing the amount of time it takes to complete core actions (send money, request money, view/manage transactions).

This MVP aims to solve core pain points that users in our target user segment face.

If the test returns positive results, I’d recommend PayPal expands the functionality of Universal Search and eventually rolls out the feature globally.

Thank you for checking out this case study!

Bringing The Magic of Uber to Packaged Meals

Context

How do people eat?

In today's world, people eat in various ways, ranging from less convenient to more convenient options. Some people cook unprepared foods while others prefer prepared foods that are ready to eat. Uber Eats has already developed solutions for three main categories of eating options:

On-demand restaurant delivery
Eating out / ordering pickup
Online grocery delivery

In this case study, I aimed to answer or not Uber Eats should build a solution for a 4th way of eating: Packaged Meals.

Hypothesis

If Uber Eats offers Packaged Meal delivery, then they will increase retention amongst their user base.

The Market

The Heat & Eat meal kit market in the U.S. has an expected compounded annual growth rate of 17.8%, higher than the online food delivery market’s expected CAGR of 10.4%.

Sources: Grand View Research, Grand View Research

What Heat & Eat companies exist?

The Audience

Who are the users driving this growth?

In general, there are a lot of similarities between Uber Eats users and users who order packaged meals (like Freshly).

Uber Eats Users

Ages: 54% are Millennials or Gen X
Attitudes: 60% of users order delivery to avoid shopping for & preparing meals
Personas:

Busy professionals (single, couples)
Parents
Elderly
College students
Travelers
Businesses/teams

Packaged Meal Users*

Ages: 64% are Millennials or Gen X
Attitudes: 65% of users seek quick & easy meal solutions
Personas:

Busy professionals (single, couples)
Parents
Elderly
College students
Travelers

Sources: 1. Statista2. Numerator Insights,3. Uber Eats Harris Poll.

*Assumption: demographic data is similar between Cook & Eat and Heat & Eat segments.

User Insights

What are the pain points that these users need addressed?

Users seek cost-effective meal options

Users are looking for food options that won’t breaking the bank, especially in 2022. If a user in NYC wanted to order 6 meals for the week, it could cost them $105-$135 including tip (Avg. $20/meal).

Packaged Meal services like Freshly cost an average of $13 after shipping (Avg $7 savings/meal).

Users search for healthy meal options

Over time, more and more people are trying to eat healthier. 80%+ of users don’t feel like they eat healthier when they get food delivered compared to when they cook.

81% of people believe Meal Kits are healthier than prepared food from grocery stores.

Users want more convenience

Millennials exhibit a strong preference for convenience, spending the least amount of time preparing food compared to other generations. 66% of Millennials reported buying prepared food within 7 days prior.

A batch of Packaged Meals typically takes 2-3 minutes to heat up and can last 5-7 days in the refrigerator.

Sources: 1. United States Department of Agriculture, 2. Uber Eats Harris Poll 3. Harris Poll, 4. Freshly

User Journey

How do these user groups order food?

In general, the ordering process is very similar between Uber Eats and Packaged Meal services like Freshly.

The main difference is the time it takes for the food to arrive.

The Marketplace

Since Uber Eats is a marketplace, we should consider how Packaged Meals could affect other user groups.

Packaged Meal Brands

Advantages

Lower CAC
Increased revenue from new distribution channel
Potential cost savings through Uber’s delivery network and infrastructure

Risks / disadvantages

Technical integration with Uber Eats
Smaller margins for new users who may have joined in other ways
Lower ARPU (users may split meals between Restaurants, Groceries, Packaged Meals)
Sudden increase in demand, leading to difficulty fulfilling

Delivery Couriers

Advantages

New orders flowing in daily/weekly

Risks / disadvantages

Potentially fewer overall orders, if frequent purchases consildate multiple orders into packaged meal subscription
Package differences:

Heavier (ice packs & insulation) with need to maintain temperature during transit
Bigger (user could order up to 12 meals at once)

Distribution centers may not be in city centers, causing Couriers to travel farther

Restaurants & Grocery Stores

Advantages

Higher WAUs picking their Packaged Meals leading to more Restaurant & Grocery store impressions
Potentially higher number of Uber One members redeeming benefits with Restaurants & Grocery stores
Restaurants could offer their own packaged meal plans. 41% of consumers would be interested in meal kits from their favorite restaurants. (Source: Fundera by NerdWallet)

Risks / disadvantages

Packaged Meal orders may cannibalize total orders from Restaurants and Grocery stores
Fewer repeat customers because of additional cheaper option.

Key Takeaway

Uber Eats users are very similar to Packaged Meal delivery users.

They’re similar in age and share the same attitude when it comes to eating food: they want to avoid grocery shopping and seek easy, cost-effective, and time-saving options.
They’re used to similar ordering flows.
The Heat & Eat market is projected to continue expanding at a high rate, meaning there’s likely already high demand from Uber Eat’s existing user base for this type of food.

Also, there are enough advantages for Packaged Meal companies to partner with Uber Eats as a new distribution channel.

TLDR: Uber Eats users & Packaged Meal companies can benefit from a new Packaged Meals offering.

The Goal

Increase average orders per user per week by introducing Packaged Meals into the Uber Eats experience.

Feature Prioritization & MVP Definition

What should be included in the MVP?

For a successful pilot to be run of Packaged Meals, the following user stories are required to build.

As an Uber Eats user, I want to explore Packaged Meal partners, so that I can decide which one to order with.

Because this is a completely new meal-type that will be offered within Uber Eats, users need an extremely easy / visible way to explore Packaged Meal partners like Freshly to learn about the offering.

As an Uber Eats user, I can select a Packaged Meal brand, the meals I want, and a delivery date, so that I can order meals.

Uber Eats users need a way to choose the Packaged Meal partner, coordinate how many meals they want and what those meals are, as well as select a delivery day and time.

As an Uber Eats user, I can see the status of my Packaged Meal order, so that I can plan accordingly.

Uber Eats users need to see information about their order like what they ordered, when it will arrive, and if they need to take any special steps to prepare for the order.

As a Packaged Meal company, I can sync meal types, availability, and schedules with Uber Eats so that Uber Eats users can order meals.

Uber Eats needs to build an integration between them and the Packaged Meal brands to ensure meal information is properly and continuously synced. The only way Packaged Meals are able to be delivered at such a cheap cost is by proper planning with large amounts of data.

As a Packaged Meal company, I can ingest new orders from Uber Eats so that I can fulfill those orders.

Packaged Meal companies need to know what meals are ordered for which customer so they can produce them and ship them accordingly.

As an Uber Eats Delivery Courier, I have all the information and supplies necessary to deliver Packaged Meals.

Couriers may need special bags / ice packs to deliver these types of frozen packages meals. There should be systems in place to coordinate deliveries with the Couriers.

Solutions Explored

What options do we have to offer and fulfill Packaged Meal on Uber Eats?

Schedule

Users can schedule a batch of packaged meals to be delivered a few days in the future.

Order Types: Batch Subscription or Batch Single Order

Fulfillment Options:

Brand: Uber wouldn’t be involved in fulfillment, just the ordering experience. Orders would be fulfilled by existing methods (Fedex, UPS, etc.)
Uber: To transport meals from the cooking center to the distribution center in a target city, the Uber Freight network can be utilized. Local Uber couriers can be tasked with picking up and delivering the batches of meals based on a predetermined schedule. To optimize the process, the Logistics team can work with the couriers to route them to the distribution center on their way into the city centers from their homes. This ensures that the delivery process is both efficient and timely. Additionally, to minimize waste, Uber couriers can be provided with reusable ice packs that they can return to the distribution center after each delivery.

On-Demand

Users can order packaged meals for delivery within ~30 minutes.

Order Types: Single, Batch, or Add-On

Fulfillment Options:

Uber:To ensure that meal inventory is managed efficiently, it is important to predict which meals will be selected in target cities on a weekly basis. This information can then be used to determine an appropriate amount of inventory to take on. To transport the meals from the cooking center to the distribution center in the target city, the Uber Freight network can be utilized. Local Uber couriers can be assigned to pick up and deliver single, batch, or add-on orders, based on the predicted demand. To optimize the process, the Logistics team can work with the couriers to route them to the distribution center on their way into the city centers from their homes. This ensures that the delivery process is both efficient and timely.

Evaluating Solutions

Which order and fulfillment type work the best across a variety of vectors?

A Batch Subscriptionthat is fulfilled by Uber has the highest business impact, best user experience, and benefits the delivery couriers.

Final Solution

Cost Effective

Save money by using Uber’s delivery network to fulfill your packaged meals.

Healthy Options

Balance your diet with healthy, diet-specific Packaged Meal subscriptions.

Handed to You

Schedule a delivery time when you know you’ll be home, ensuring your food stays safe.

Sustainable Ordering

Uber Eats couriers keeps gel icepacks for reuse in future orders.

What would the User Experience look like?

We will start with a pilot and iterate based on learnings before expanding further.

Measuring Success

Separate from Restaurants

In an effort to not cannibalize Restaurant orders, Packaged Meal options will be a distinct flow in the app.

Transparent, simple, and educational

At each step, we’ll explain this new ordering concept to users and guide them to order.

Message the benefits

Throughout the funnel, we’ll want to message the benefits of subscribing to a Packaged Meal plan on Uber Eats.

Use common components

For parts of the ordering funnel that are similar to Restaurant ordering, we can use existing components and patterns.

Launch and GTM Strategy

Phased rollout of Packaged Meals

We will start the phased rollout with a pilot. Throughout the pilot, we’ll be in “learn and iterate” mode. After we prove out the concept and work out the kinks, we will begin expanding.

Who is involved?

Launching a Packaged Meals pilot will involved various teams across Uber - with deep involvement from our Product/Engineering teams, Logistics, Operations, Customer Support, Data Science, Legal, Partnerships, and more.

Education

We’ll work with a variety of team members to educate internal stakeholders (support, marketing, data science, etc.) and external stakeholders (couriers, packaged meal brands) about the packaged meals product & nuances.

Measuring Success

Pilot Metrics

North Star Metric: Average Orders Per User Per Week

If successful, we should see an increased Average Order Per User Per Week value because Uber Eats users are ordering more meals throughout the week.

Leading Indicators

Packaged Meal Brand Impressions
Packaged Meal Funnel Conversion Rate
New Packaged Meal Subscriptions Per Week

Lagging Indicators

ARPU Per Month
3 Month User Retention

Counter Metrics

Average Restaurant Orders Per Week
Average Grocery Store Orders Per Week

One potential unintended side effect of offering Packaged Meals is that Uber Eats users order fewer times at Restaurants and Grocery Stores because they are getting more cheap meals with a Packaged Meal subscription. This could result in Restaurant and Grocery Store partners leaving Uber Eats which would be very detrimental to the Marketplace. We should monitor these metrics closely.

Monitoring Metrics

Packaged Meal Subscription Start Error Rate
Number of Daily “0 meals available” Error
Packaged Meal Order Send Error Rate

These error-related metrics will help us quickly identify if we need to fix a core part of the Packaged Meal flow. Whether it’s starting a subscription, if we end up offering 0 meals to users, or if we can’t properly send orders to our Packaged Meal partners.

Final Thoughts

Summary

n this case study, the primary objective was to determine if introducing Packaged Meals as a fourth meal type on Uber Eats could potentially increase user retention. My initial hypothesis suggested that offering Packaged Meals would increase retention rates for Uber Eats, catering to consumers who are seeking affordable, convenient, and healthy meal options.

Currently, Packaged Meals are delivered via UPS or FedEx, which does not provide an optimal user experience. Customers have no control over the delivery time, and their food for the week could be at risk of theft. Uber Eats, however, is uniquely positioned to significantly improve the fulfillment process for this type of meal. By leveraging their existing infrastructure, Uber Eats can create a differentiated, seamless experience that adds substantial value for users, encouraging them to order through the platform instead of directly from Packaged Meal brands.

As a Product Manager at Uber, I would recommend conducting a small-scale pilot test in a specific market to evaluate the impact of introducing Packaged Meals on the identified north star metric: Average Orders Per Week Per User. This would provide valuable insights into the viability of this addition to the Uber Eats ecosystem and inform future expansion decisions.

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Context

Hypothesis:

Market Research

What Can We Learn from Competitors?

The Audience

individual PayPal Users:

Use Cases of PayPal:

User Insights: Identifying Pain Points

User Journey

Natalie, 65

Key Takeaways

The Problem

The Goal

Feature Prioritization & MVP Definition

User Stories

Final Solutions

Risks & Tradeoffs

Measuring Success

North Star Metric

Secondary

Counter Metrics

Launch & Go-To-Market Strategy

A/B Test Universal Search

Future Iterations

Final Thoughts

Summary

Context

Hypothesis

The Market

The Audience

User Insights

User Journey

The Marketplace

Key Takeaway

The Goal

Feature Prioritization & MVP Definition

Solutions Explored

Evaluating Solutions

Final Solution

What would the User Experience look like?

Measuring Success

Launch and GTM Strategy

Measuring Success

Final Thoughts

Elements

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