The most challenging concept our product leadership had to overcome was the misconception that customers sought subscriptions on Grubhub; they simply wanted their lunches. However, our experience and that of our competitors, whom we were emulating, advocated for the opposite approach.

Recently, we had just launched a new menu and had incorporated quick single action sheets into our design system, which had proven to be a resounding success. It dawned on my that instead of a fullscreen sign up take over during the ordering experience, we considered placing it in a simple, small sheet (with all the necessary legal requirements, of course). This approach resulted in a significantly less intrusive user experience. This design detail was controversial until the end of my tenure at Grubhub, as leadership changes and varying opinions influenced its implementation. Nevertheless, our metrics consistently demonstrated its effectiveness.

Beyond visual design elements, the most intriguing aspect of our process was our comprehensive approach to understanding every aspect of this seemingly simple experience. We adopted a detective-like mindset, diligently searching for the most relevant information and meticulously documenting it. From the optimal height of the sheet to the number of benefits displayed in a carousel, we conducted extensive testing throughout the development process.

These cascading effects had a profound impact. All elements that were successful in the sign up sheet, including the visual branding, were subsequently incorporated into other areas of the product, not just the product itself. These wins were seamlessly integrated into our marketing and branding strategies, as we believed that if something can be successful in its initial form, it can be replicated elsewhere.

Week by week, we progressively enhanced the customer experience, prioritizing transparency and minimizing wasted time. Each month, we witnessed significant improvements over the previous one. This momentum culminated in a partnership with Amazon Prime, which further propelled the acquisition of exceptional customers. All of these remarkable outcomes can be traced back to the initial success of our simple sign up sheet.