Creating Commercial Flexibility — Just Eat for Business

Discovery / Design / Development / Testing

The objective of this piece of work was to port Just Eat for Business’ existing homepage over to Hubspot in order to allow stakeholders greater commercial ownership and flexibility.

As a product team, we believed that by making this transition we could respond to customer needs faster and begin to test, trial and learn new techniques in order to further improve engagement.

In addition to the workflow benefits of porting the homepage over to HubSpot, it also felt like the perfect opportunity to redesign the page in order to kick off our testing plan.

My role in Just Eat for Business’ H2 2020 plan was to acquire and support the retention of non-enterprise customers; this provided clear direction for the project from the offset.

127%

Increase in form submissions

11%

Increase in vendor searches

Discovery

With the target audience being defined as non-enterprise customers, we decided that the most effective method of discovery was through a targetted survey.



I compiled a list of 7 hypothesis statements to be validated through later research, created a survey and distributed it to our chosen segment via HubSpot.

With 50 respondents completing the survey, we scrutinised the 7 assumptions against the responses from the survey and marked each statement as valid, invalid or inconclusive.



We analysed the existing page’s data in Google Analytics and validated these conclusions against heat maps, scroll maps and click maps in Hotjar.

46%

Stated that ‘variety of menu items’ was an influencing factor

80%

Preferred ordering from small vendors as opposed to large chains

88%

Felt that Vegetarian/Vegan was the most common dietary preference in their workplace

76%

Would rather browse vendors themselves vs speaking to someone

Ideation / Design

With 5 of the original 7 assumptions proving valid, I then started to consider the layout of the page and how I could structure the findings of the survey harmoniously into a wireframe and consequently a design that aligned with Just Eat for Business’ pre-existing brand guidelines.

Much of the research pointed to the theme of variety and having the ability to choose from a wide array of cuisines and dietary requirements.

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Development / Tracking

Having drawn upon the expertise of Just Eat for Business' in-house Marketing team and Content Writers and receiving approval from stakeholders, I began development.



The page was build utilising HubSpot’s CMS functionality - encompassing HTML, CSS/SASS, JavaScript, jQuery and Hubl.

In addition to creating a self-serve homepage, it was important that GA events could be added by both the Product and Marketing teams.

 We decided that this was the perfect project to trial Google Tag Manager as a solution.

Stakeholders now have the ability to add events that feed into Google Analytics through a user-friendly GUI.

A/B Testing / Experiments

Orderer Empowerment

January 2021

An experiment ran under the assumption that customers “who can easily discover food vendors in their area are more likely to place an order”.



The experiment was to pivot from a simple search button (followed by a modal requesting more information) to a more condensed approach; asking only for a postcode in order to search for food.

Outcome: Success - Although the experiment was inconclusive in terms of the # of users navigating from the homepage to search, it did prove to be more successful in the conversion of customers purchasing food for the first time.

Hybrid Offering

June 2021

In June 2021, the UK was slowly beginning to come out of lockdown following COVID-19. It was important that customers were aware that Just Eat for Business could accomodate for employees who were working in the office, working at home and teams who were doing both.

Following a half-day brainstorming session, we decided to experiment with a 'tabbed' search module to help solidify our position in offering a hybrid B2B food solution.

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