Launching of a subscription-based grocery delivery "Everli Plus"

• Conducted market research to determine if there was a demand for a subscription-based grocery delivery service in our target market.
• Validated qualitative assumption through a fake door test.
• Identified our target audience by segmenting our user base in buckets according to price-sensitivity and frequency of order.
• Defined the scope of the subscription-based service, including the possible price points to test, order frequency, payment service, and so on
• Estimated the financial viability of the subscription-based service, taking into account revenue, expenses, and margins.
• Analyzed the cost of delivering groceries, the cost of acquiring and retaining customers, and the impact on existing revenue streams. Supported the assessment of the technical feasibility.
• Launched Everli Plus and co-implemented the marketing strategy to promote it and attract subscribers through multiple channels and monitored the success of the initiative and collected customer feedback to improve the service

Led the team in developing an MVP version of the grocery delivery service, collaborating with a few partners. We addressed specific issues related to data integrations and UX for catalogs to ensure a smooth and user-friendly experience. Once we had the MVP up and running, we added a new user scenario within the existing app and redesigned the home screen to feature the new service. Working closely with the business team, we onboarded additional partners over the next five months to achieve our goals of expanding our app's services to include grocery delivery.

The business struggled to receive insights from customer reviews to improve product quality because they lacked the necessary details. I released a feature that allowed customers to select tags by category when evaluating a product (For example: Taste -> Sugary, Sour, Oversalted). This provided businesses with systematic customers feedback, which they used to make targeted improvements that resulted in the average goods rating increase by 20%.

Tackled the learning issue by implementing various personalized learning styles and improved the product checkout process by decreasing the clicks required for payment from 4 to 2 through A/B testing. This streamlined the checkout process, making it more efficient and user-friendly.

Goal: Increase revenue by 2x in 12 months. Initiatives: Identified key metrics that are important for revenue. Clustered and segmented users. Established conversions that need to be monitored daily. Worked with data team to build monetization dashboards. Defined and owned the strategy and execution of changes to be made in monetization. Results: Revenue increased by 2.5x in 12 months. Conclusion: The key to success was identifying the right metrics to track, clustering and segmenting users, and establishing daily monitoring of conversions.