The Ask.

The goal was to launch the food delivery service during the lockdown to help the restaurants at The Dubai Mall keep running and help our customers enjoy fine-dining at home.

My Role.

While I was at Emaar as a Lead Product Designer, I lead the designs for Gourmet to Go by The Dubai Mall feature design and marketing strategy. My core responsibilities are as follows:

1. Involved in product strategy with product and business team.
2. Lead and hands on execution for end-to-end Gourmet to Go designs including brand identity, marketing visuals and product designs.
3. Initiated and executed design processes which includes user flows based on secondary market research, UX wireframes, end-to-end product design for all the user flows and feature functionalities, developers handoff and design walkthroughs for the sprint features.
4. Designed In-Mall and Out-Mall marketing signages for The Dubai Mall.
5. Designed paid and organic social media marketing assets and templates for the marketing team to execute on.
6. Enhancement of the product using the firebase data and customer touch-points.
7. I was also involved in CMS data uploading for consistent restaurants visual assets.

Impact.

We successfully launched the end-to-end food delivery service with over 50 restaurants from The Dubai Mall and Dubai Downtown within 30 days. The engagement of Gourmet to Go helped the restaurants deliver more than 200 orders within a month of launch and business of more than 100K AED.