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DELIVERING

GOOD

DELIVEROO x DOMUS ACADEMY

BRAND STRATEGY

JUNE 2019

Delivering a better world. This strategy creates brand love by re-positioning Deliveroo as the first delivery brand to own sustainability.

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Our re-position first then expand to new city strategy, helps the brand recruit new users with three key changes:

1) Humanizing the riders

2) Requiring restaurants to only use sustainable packaging

3) Introducing a new delivery option where consumers can order restaurant leftovers at a a reduced cost. 

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[Full presentation here]

details.

Brief

Make Deliveroo in Italy known from day one, help differentiate them from their competitors, and learn from consumer insights to develop a strategy for becoming a true love-brand. 

Team

Amanda Sayers, Aikaterini Papaderou, Ya-Han Shih & Kritika Chordia

My Role

  • ​Creation of our concept video

  • Outlining and structuring our new strategic offering

  • Graphic design of icons & illustrations

  • Storytelling of our consumer journey

  • Mediating issues amongst the team 

  • It is okay to challenge the brief

  • Understand the market with your eyes and travels 

  • CEOs really don't like to spend ANY money 

  • Getting ahead means no pesky all-nighters

Learnings

process.
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​01 Research​​​

  • Order through the app ourselves (my pizza arrived a bit slippery)!

  • Sifting through a lot of reports, data, and competitor stalking

  • Observe who the bikers are around the city 

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​02 Define​

The usual tools...business model canvas, value proposition map, consumer empathy map, etc.

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​03 Ideate​

Explore and take inspiration from other services to see how to push Deliveroo's sustainability agenda even more. 

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​04 Prototype & Test​

Mocked up the new app experience and customer journey attached to our proposal for Deliveroo Box

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