"Reducing customer churn"
The brief: Delidoor, a frozen meal delivery service, was experiencing high customer churn. The goal was to identify the reasons behind this and design solutions to encourage repeat customers.
The problem: Delidoor had not yet solidified its position in the market, and its website lacked key features and information that could foster customer retention.
The solution: To increase customer retention, we:
✅ Clarified and strengthened Delidoor’s value proposition.
✅ Refined the customer journey, ordering process, and product offerings.
✅ Designed features that allowed customers to review past purchases, easily reorder, and customize orders to fit their preferences.
The set up:
Timeline – 3-week design sprint.
Process – User research → Service design → Website design → Iteration.
Key methods:
● Competitor and comparator analysis.
● Business analysis.
● User interview and testing.
● Sketching, wireframing & prototyping.
● Affinity & journey mapping.
● Secondary research.
Delivered: Service and website design recommendations, annotated wireframes and mobile mock ups and research documentation and synthesis and handover meeting.
A range of existing and target customers were consulted
From interviews with Delidoor customers and Delidoor competitor’s customers we began to understand what people expect from a food delivery service.
● 20/20 target user interviews – to learn about user’s experiences, expectations and pain points with these services.
● 6/6 target user feedback sessions – to get feedback on reordering and subscription preferences.

There are many preferences about how people want their meal delivery services
Through affinity mapping, we synthesised feedback from user interviews, customer feedback sessions, and findings from business analysis and competitor/comparator research. This allowed us to pinpoint key user preferences and industry trends, informing our design direction.

From pain points to potential
I categorised the key findings impacting customer retention into:
● What Delidoor was already doing well – providing a foundation for constructive feedback and discussions with the client.
● What we recommended improving.
● Opportunities for improvements.

Browsing and reordering struggles
Customer journey mapping allowed us to clearly visualise the key challenges faced were during the browsing and re-ordering stages of the journey.

Delivering a better service
After collaborating with the client, we aligned on the key recommendations to prioritise, taking into account business constraints and potential impact. The solutions were driven by three main themes:
✅ Customisation – Empower customers by enabling them to customise both one-off and recurring orders, as well as set personalised reminders.
✅ Reordering – Introduce an account page that allows customers to reorder easily, have more control over their purchases and manage subscriptions in the future.
✅ Value Proposition – Strengthen Delidoor’s brand messaging by highlighting their sustainable approach and educating users on the benefits of frozen food.
Sketching and wireframing
Designing, testing and iterating


Where to from here
● Unify brand messaging – Ensure consistency across all online platforms.
● Clarify incentives & loyalty rewards – Strengthen retention strategies.
● Expand menu variety – Broaden appeal and boost conversions.
● Implement subscription offerings – Drive recurring revenue.
● Finalise and validate UI designs – Test and refine before launch.
Upon reflection...
We were confident that the design solutions we implemented laid a strong foundation for Delidoor’s market positioning and supported their goal of fostering repeat and recurring business. The client later updated their website and successfully applied most of our recommendations.