Favor Menus

Team
Services

Product Design

App Design

Web Design

Design System

Timeline

Ongoing

My Role

Product Designer

Description

Designing new features and functionality as the sole designer for the menus space of the app, as well as improving the usability of existing features.

Context

Favor is a Texas local food delivery aquired by H-E-B, a beloved Texas supermarket chain. The platform delivers both traditional restaurant takeout, but also integrates with H-E-B to also deliver groceries. We sought to not only catch up to our competitors in the space in terms of feature parity, but also sought to make our experiences even better in ways unique to us.

Popular &
Buy it again

Showcasing popular items at a location to help users find interesting products faster and recommend products at menu load. We released this in three phases and saw net order revenue and conversion rate increase with each new release. We saw a 2.2% and 5%, 1.9% and 0.26%, and a 1.46% and 1.33% increase.

One piece of feedback that we heard time and time again in our usertesting sessions was that users wanted to have a way to quickly purchase repeat items. Buy it again serves to highlight those past purchases and reduce choice anxiety and get users farther down the funnel as quickly as possible. Of all collections of items, 93% of all items added to cart came from this collection.

Screenshots of the P. Terry's menu on Favor
Screenshots of a Favor menu in light mode Screenshots of a Favor menu in dark mode

Subcategories

There are thousands of products in the H-E-B Now catalogs, and today we had only one level of category organization for those products which made navigating these menus a lot of work for our users, who often reported that they couldn't find items they were looking for.

We implemented a new organization structure for HEB menus that supports 3 levels of categories/subcategories to help improve the browsing experience and make shopping HEB on Favor easier. As a result, we saw a stat sig increase in average order value in just 2 weeks.

Screenshots of subcategory filters on an H-E-B Now menu on Favor

Special instructions

In an effort to combat support contacts and to reduce the volume of requested refunds, my team, in collaboration with the Runner team, worked to implement special instructions. The notes written in this field are sent to the Runner that was assigned the Favor and is also sent directly to the merchant through third party integrations.

Screenshots of special instructions on the Favor website