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Deliveroo Plus

Project involvement

Role

Lead Product Designer

Team

Growth

Overview

I led the design of Deliveroo Plus, the company’s first subscription product. I worked within the Growth team to shape the full end-to-end experience, from early prototypes through to live rollout. Plus aimed to reward loyal users with free delivery, and in doing so, drive higher order frequency and retention.

We launched as a limited experiment in six UK cities, with a two-month free trial and unlimited free delivery. The MVP structure was designed to validate both demand and behaviour change without the need for a full recurring billing platform.

Problem

Despite strong engagement from core users, Deliveroo had no way to reward loyalty or reduce friction around delivery fees. At a time when competitors like Uber Eats and Amazon Fresh were reaching a point of ubiquitous supply and offerings.

Key issues included:

  • No recurring payments system in place
  • Free trials still required a valid card on file
  • Customer service teams needed guidance on supporting Plus users
  • Surfacing the offer too early could negatively affect conversion

Goal

  • Convert occasional (1 order /month) and active customers (1 order /week) into ambassadors (4+ orders /week)
  • Reward high-frequency users with a cost-saving solution (£2.50 per delivery adds up quickly)
  • Use free trials to drive acquisition and increase retention
  • Test pricing elasticity with monthly and annual options

Design Process

Research

We reviewed historic order data, segment behaviour, support tickets, and competitor subscription models. We also ran early concept testing across a small number of cities.

Key insights:

  • Free delivery had strong perceived value
  • Users disliked friction during checkout
  • Conversion rates improved when Plus was offered post-first order
  • Awareness worked best when surfaced contextually

Ideation & Design

We optimised for two discovery routes:

  • Direct: Checkout prompts that appeared when a delivery fee was due
  • Indirect: Access via the homepage or Account area for users who heard about Plus externally

The direct route was prioritised. We deliberately chose not to show Plus until a user had completed their first order. At this point, a card would be saved to their account, which allowed us to authorise future payments with minimal friction.

The indirect route gave us a home for the product, so users could still sign up if they had learned about Plus through marketing or word of mouth. It also served as the post-signup account management area.

We explored a third option—refunding the delivery fee after purchase—but this was de-scoped due to technical constraints.

Collaboration

I worked closely with:

  • Product managers in the Growth team to define scope and success metrics
  • Engineers to build the subscription logic and payments integration
  • Brand and marketing teams to align messaging and tone
  • Customer service to ensure frontline agents were trained to support Plus customers

We used weekly check-ins, async feedback loops, and working sessions to iterate rapidly.

Solution

The Design

We launched an MVP with a two-month free trial and unlimited delivery. The Plus prompt appeared during checkout, only after the first order had been placed. This ensured a smoother sign-up experience and enabled card authorisation for billing.

In later versions, we shortened the trial to one month and reduced the price to £8.99, based on financial modelling. We also introduced card-selection for users with multiple saved payment methods.

Key Features

  • Checkout-based discovery prompt
  • Seamless card authorisation on sign-up
  • Post-signup account management
  • Visual tracking of the trial period and expiry

Design Rationale

We avoided introducing friction at the point of purchase. The prompt appeared in context, offering immediate value without disrupting flow. Gating the feature behind the first order ensured trust and readiness for billing, improving trial-to-paid conversion.

Visuals

I led a workshop with the brand team to explore lightweight identity options. We landed on the “burger rocket” a playful visual treatment that gave Plus a face without requiring a full sub-brand. Users, and internal teams alike, found it memorable and distinctive.

Outcome & Impact

Results

  • 40% increase in users moving from occasional or active usage to ambassador levels
  • 60%+ retention rate after the trial period
  • Rapid expansion from six pilot cities to full national launch
  • Foundation for future benefits and loyalty incentives

Feedback

The internal response was just as strong. Our CTPO (Mike Huddack) called it the most successful product subscription launch he had seen.

Reflection

We made smart trade-offs, prioritising low friction and fast validation. I would revisit refund-style flows as a future opportunity, and explore how to better surface Plus to dormant users or those at risk of churning.