Albert Heijn Rappie
UX Research
Growth Hacking
Product Design
In mid-2018, Ahold Delhaize invited me to join their in-house startup, Rappie. Rappie was a grocery delivery app with a focus on delivering orders within 2 hours.
As a UX researcher and product designer, my role centered on increasing the number of recurring paying customers.
Challenge
Rappie’s potential business model was centered around the assumption that consumers, especially people at home, want to pay a premium for the fast delivery of groceries. Unfortunately the minimum delivery time Rappie could promise was ‘within 2 hours’. This was all years before flash delivery companies like Gorillas, Getir and Flink made their entry.
Solutions
Over a 6-month period, I formulated and implemented multiple features in the Rappie app, drawing insights from customer interviews and leveraging Ahold’s ecosystem of digital products and services.
After 12 months of experimentation, Rappie's business was discontinued in 2019 due to a lack of potential business growth.
What I learned
How to manage a constant pressure from stakeholders with different interests.
The importance of testing business assumptions and experience organic growth before attempting to ‘growth hack’ into a market.
Take the responsibility as a designer to amke sure that your team steers clear of dark UX patterns for the sake of forceful business growth.