Foodpanda:
Loyalty & Gamification
I am part of the loyalty & gamification squad, working on customer facing products like points and gamification experiences, as well as internal Marketing Management Tool to make challenges and rewards visible to customers. I worked in foodpanda across 13 markets in APAC and EU (foodpanda, NetPincer, Damejidlio). I collaborate with counterparts in Berlin (Delivery Hero), as well as UX researchers, product specialists and product analysts.
In the Loyalty squad, I shipped
6 core features
&
5 feature enhancements
Foodpanda (stylized in lowercase as foodpanda) is an online food and grocery delivery platform brand owned by Delivery Hero, which is headquartered in Berlin, Germany and operates with 20 brands in about 50 countries across four continents. he Foodpanda brand, currently used in Asia, Bulgaria and Romania, was acquired by Delivery Hero in December 2016.
When I first joined foodpanda as a product designer, I was intrigued by the amount designers working separately and together on projects in Singapore and Berlin. Prior to the pandemic, there was already a gap of time differences to bridge between the Singapore and Berlin team, so over-communication was invariable for success.
What is loyalty and gamification?
We have millions of users on our platform daily, but how do we convert these active users into loyalty users? We are essentially building a rewards program into a larger loyalty program with the objective of converting active users into loyal users.
Better experience, better engagement
Then, what do people think about reward program using gamification? We ran a campaign (in MY, TH, HK, PH, BD, TW and CA) to determine if a reward program using gamification would be successful in increasing retention and order frequency. The results were:
1. a reward program (within reasonable cost) can increase order frequency and retention.
2. User engagement to a Loyalty gamification product is positive when the appropriate segment is targeted (i.e.: active frequent, active steady, loyal or neither).
As we constantly reflect and improve our vision and goals, but the ultimate one is to create engagement by gamifying actions and rewarding users with incentives to promote loyalty.
Team dynamics
In our squad, it consist of a product manager, 2 engineers each for iOS, Android and Web. Being the product designer of the team, I usually start with rough lofi-wireframes with the workflow, so that it can be concurrent for our BE engineers to figure the engineering efforts behind. Depending on the type of features, considering the efforts for each device, I will have syncs with the different teams on individually.
How do we prioritise projects
Every quarter, each squad has to come out with a plan for each quarter, on main features as well as feature enhancements. As a designer, I would request a list of features that are critical for user experience, measuring it with effort and impact.
Some thoughts
My time in this role was a powerful lesson in collaborative problem-solving and rapid execution. I thoroughly enjoyed tackling user challenges alongside a versatile team of specialists, learning from each of their unique perspectives. The fast-paced environment was instrumental in honing my skills in precision design, quick turnarounds, and clear communication. It was a challenging, eye-opening, and ultimately formative experience that I wouldn't trade.
