Case Study
-
Rappi App
Driving repeat orders & early retention in food delivery marketplaces
Driving repeat orders & early retention in food delivery marketplaces
Project Overview
Company
Rappi
Industry
Food Delivery Marketplace Quick Commerce
Period
2025
My role
Senior Product Designer
Key actions
Growth Strategy Product Prioritization KPI Definition UX/UI Design Experiment Design
01. Context & Intent
From context to growth bets
This was an independent product strategy challenge based on public marketplace patterns, benchmarked delivery behaviors, and growth frameworks commonly used in high-frequency commerce products.
The goal was to simulate how my role embedded in Growth would approach a real retention problem with business rigor, measurable hypotheses, and execution-ready solutions.
Bet 1
Executive summary
Retention was the highest-leverage growth opportunity. Rather than broad redesigns, I identified two measurable lifecycle moments where small product changes could create compounding value.
01. Context & Intent
From context to growth bets
This was an independent product strategy challenge based on public marketplace patterns, benchmarked delivery behaviors, and growth frameworks commonly used in high-frequency commerce products.
The goal was to simulate how my role embedded in Growth would approach a real retention problem with business rigor, measurable hypotheses, and execution-ready solutions.
Bet 1
Executive summary
Retention was the highest-leverage growth opportunity. Rather than broad redesigns, I identified two measurable lifecycle moments where small product changes could create compounding value.
02. The problem
Framing the core challenge
In marketplace businesses, acquisition can grow installs, but retention drives profitability. If users place only one discounted order and disappear, the economics break.
Already trust the product, but repeat purchasing is too slow. They lack speed, not motivation.
"I know what I want, but ordering again takes too much effort."
❌ Rebuilding the same basket from scratch
❌ Repeating checkout steps every time
❌ Too many taps for habitual purchases
Already trust the product, but repeat purchasing is too slow. They lack speed, not motivation.
"I know what I want, but ordering again takes too much effort."
❌ Rebuilding the same basket from scratch
❌ Repeating checkout steps every time
❌ Too many taps for habitual purchases
Already trust the product, but repeat purchasing is too slow. They lack speed, not motivation.
"I know what I want, but ordering again takes too much effort."
❌ Rebuilding the same basket from scratch
❌ Repeating checkout steps every time
❌ Too many taps for habitual purchases
Segment B - New Users
Completed first order, but no momentum toward a second. They lack motivation, not awareness.
"I already tried it once, but honestly I have no reason to go back."
❌ No post-purchase momentum or follow-up
❌ Weak incentive after the first order
❌ First-week drop-off before habit forms
Segment B - New Users
Completed first order, but no momentum toward a second. They lack motivation, not awareness.
"I already tried it once, but honestly I have no reason to go back."
❌ No post-purchase momentum or follow-up
❌ Weak incentive after the first order
❌ First-week drop-off before habit forms
Segment B - New Users
Completed first order, but no momentum toward a second. They lack motivation, not awareness.
"I already tried it once, but honestly I have no reason to go back."
❌ No post-purchase momentum or follow-up
❌ Weak incentive after the first order
❌ First-week drop-off before habit forms
02. The problem
Framing the core challenge
In marketplace businesses, acquisition can grow installs, but retention drives profitability. If users place only one discounted order and disappear, the economics break.
Already trust the product, but repeat purchasing is too slow. They lack speed, not motivation.
"I know what I want, but ordering again takes too much effort."
❌ Rebuilding the same basket from scratch
❌ Repeating checkout steps every time
❌ Too many taps for habitual purchases
Segment B - New Users
Completed first order, but no momentum toward a second. They lack motivation, not awareness.
"I already tried it once, but honestly I have no reason to go back."
❌ No post-purchase momentum or follow-up
❌ Weak incentive after the first order
❌ First-week drop-off before habit forms
03. Discovery
Understanding user behavior
Research inputs: Using realistic proxy signals, including
Public app reviews
Delivery UX teardowns
Benchmark retention models
Consumer behavior patterns
Growth heuristics from commerce apps
Funnel assumptions based on category norms
Convenience wins on speed
When users know what they want, browsing becomes more complex. Fast orders are the key to driving repeat purchases.
Convenience wins on speed
When users know what they want, browsing becomes more complex. Fast orders are the key to driving repeat purchases.
Convenience wins on speed
When users know what they want, browsing becomes more complex. Fast orders are the key to driving repeat purchases.
Motivation drives habit
A second successful order is a strong predictor of long-term retention. Timing the incentive right is very critical for habit.
Motivation drives habit
A second successful order is a strong predictor of long-term retention. Timing the incentive right is very critical for habit.
Motivation drives habit
A second successful order is a strong predictor of long-term retention. Timing the incentive right is very critical for habit.
Simplicity builds confidence
Less cognitive load increases completion. Every unnecessary extra step at checkout is a potential exit point for users.
Simplicity builds confidence
Less cognitive load increases completion. Every unnecessary extra step at checkout is a potential exit point for users.
Simplicity builds confidence
Less cognitive load increases completion. Every unnecessary extra step at checkout is a potential exit point for users.
Incentives must be efficient
Bad rewards create CAC without loyalty. Threshold-based credits are more sustainable than using simple flat discounts.
Incentives must be efficient
Bad rewards create CAC without loyalty. Threshold-based credits are more sustainable than using simple flat discounts.
Incentives must be efficient
Bad rewards create CAC without loyalty. Threshold-based credits are more sustainable than using simple flat discounts.
03. Discovery
Understanding user behavior
Research inputs: Using realistic proxy signals, including
Public app reviews
Delivery UX teardowns
Benchmark retention models
Consumer behavior patterns
Growth heuristics from commerce apps
Funnel assumptions based on category norms
Convenience wins on speed
When users know what they want, browsing becomes more complex. Fast orders are the key to driving repeat purchases.
Motivation drives habit
A second successful order is a strong predictor of long-term retention. Timing the incentive right is very critical for habit.
Simplicity builds confidence
Less cognitive load increases completion. Every unnecessary extra step at checkout is a potential exit point for users.
Incentives must be efficient
Bad rewards create CAC without loyalty. Threshold-based credits are more sustainable than using simple flat discounts.
03. Discovery
Understanding user behavior
Research inputs: Using realistic proxy signals, including
Public app reviews
Delivery UX teardowns
Benchmark retention models
Consumer behavior patterns
Growth heuristics from commerce apps
Funnel assumptions based on category norms
Convenience wins on speed
When users know what they want, browsing becomes more complex. Fast orders are the key to driving repeat purchases.
Motivation drives habit
A second successful order is a strong predictor of long-term retention. Timing the incentive right is very critical for habit.
Simplicity builds confidence
Less cognitive load increases completion. Every unnecessary extra step at checkout is a potential exit point for users.
Incentives must be efficient
Bad rewards create CAC without loyalty. Threshold-based credits are more sustainable than using simple flat discounts.
04. Strategy & Key decisions
Choosing where to focus
With 10+ opportunities on the table, a structured framework filtered for speed-to-signal and business impact, not just effort.
❌ Loyalty system
Too slow to validate. Operationally broad. Needs full product commitment before a single data point is available.
❌ Subscription model
Requires pricing strategy and complex logistics depth. Wrong assumptions at this stage would be costly to unwind.
❌ Onboarding
Needs mature data infrastructure first. Building it before the data is there creates fake precision
❌ Loyalty system
Too slow to validate. Operationally broad. Needs full product commitment before a single data point is available.
❌ Subscription model
Requires pricing strategy and complex logistics depth. Wrong assumptions at this stage would be costly to unwind.
❌ Onboarding
Needs mature data infrastructure first. Building it before the data is there creates fake precision
❌ Loyalty system
Too slow to validate. Operationally broad. Needs full product commitment before a single data point is available.
❌ Subscription model
Requires pricing strategy and complex logistics depth. Wrong assumptions at this stage would be costly to unwind.
❌ Onboarding
Needs mature data infrastructure first. Building it before the data is there creates fake precision
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
04. Strategy & Key decisions
Choosing where to focus
With 10+ opportunities on the table, a structured framework filtered for speed-to-signal and business impact, not just effort.
❌ Loyalty system
Too slow to validate. Operationally broad. Needs full product commitment before a single data point is available.
❌ Subscription model
Requires pricing strategy and complex logistics depth. Wrong assumptions at this stage would be costly to unwind.
❌ Onboarding
Needs mature data infrastructure first. Building it before the data is there creates fake precision
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
❌ Loyalty system
❌ Subscription model
❌ Onboarding
05. Solutions
Two bets, two moments, one system
Each solution targets a lifecycle moment with a measurable hypothesis, designed to be validated quickly before scaling.
Reorder in 1 tap
Reducing repeat friction for existing users
KPI targets
Driving early habit formation for new users
1.42
Baseline: 1.30
Repeat orders/user
2.4 min
Baseline: 3.2 min
Checkout Time
78%
Baseline: 71%
Conversion to Pay
82%
Baseline: 74%
CSAT Score
Welcome bonus ×2 orders
KPI targets
Hypothesis: "If users can repurchase familiar baskets in under 90 seconds, repeat order frequency will increase."
05. Solutions
Two bets, two moments, one system
Each solution targets a lifecycle moment with a measurable hypothesis, designed to be validated quickly before scaling.
Reorder in 1 tap
Reducing repeat friction for existing users
KPI targets
Driving early habit formation for new users
1.42
Baseline: 1.30
Repeat orders/user
2.4 min
Baseline: 3.2 min
Checkout Time
78%
Baseline: 71%
Conversion to Pay
82%
Baseline: 74%
CSAT Score
Welcome bonus ×2 orders
KPI targets
Hypothesis: "If users can repurchase familiar baskets in under 90 seconds, repeat order frequency will increase."
06. Cross-functional Execution
Collaboration at scale
Delivering this sprint required simulating partnership across five functions. Each team had a defined role, clear ask, and measurable output.
Challenge
Product Manager
Align success metrics and MVP scope. Prioritize features for sprint 1 vs. future phases.
Challenge
Product Manager
Align success metrics and MVP scope. Prioritize features for sprint 1 vs. future phases.
Challenge
Product Manager
Align success metrics and MVP scope. Prioritize features for sprint 1 vs. future phases.
Challenge
Data Analyst
Define event taxonomy and cohort tracking. Set up funnel instrumentation for A/B reads.
Challenge
Data Analyst
Define event taxonomy and cohort tracking. Set up funnel instrumentation for A/B reads.
Challenge
Data Analyst
Define event taxonomy and cohort tracking. Set up funnel instrumentation for A/B reads.
Challenge
Engineering
Reduce scope to low-risk launchable version. Identify reorder API feasibility and edge cases.
Challenge
Engineering
Reduce scope to low-risk launchable version. Identify reorder API feasibility and edge cases.
Challenge
Engineering
Reduce scope to low-risk launchable version. Identify reorder API feasibility and edge cases.
06. Cross-functional Execution
Collaboration at scale
Delivering this sprint required simulating partnership across five functions. Each team had a defined role, clear ask, and measurable output.
Challenge
Product Manager
Align success metrics and MVP scope. Prioritize features for sprint 1 vs. future phases.
Challenge
Data Analyst
Define event taxonomy and cohort tracking. Set up funnel instrumentation for A/B reads.
Challenge
Engineering
Reduce scope to low-risk launchable version. Identify reorder API feasibility and edge cases.
07. Experimentation & Scalability
Validating Impact
Both solutions designed as A/B tests from day one with a clear control, variant, and measurement plan. No assumption ships without a signal.
Test A - Reorder Surface
Homepage reorder card
Control:
Existing homepage, no reorder UI
Variant:
Reorder card above the fold
Test A - Reorder Surface
Homepage reorder card
Control:
Existing homepage, no reorder UI
Variant:
Reorder card above the fold
Test B - Welcome Challenge
First-week habit program
Control:
Standard onboarding, no challenge
Variant:
2-order challenge in 7 days
Test B - Welcome Challenge
First-week habit program
Control:
Standard onboarding, no challenge
Variant:
2-order challenge in 7 days
Growth component library
✓ Reorder card
✓ Progress widget
✓ Reward banners
✓ Promo states
Growth component library
✓ Reorder card
✓ Progress widget
✓ Reward banners
✓ Promo states
Result
Growth rules engine
✓ Trigger logic
✓ Eligibility rules
✓ Incentive catalog
✓ User segmentation
Growth rules engine
✓ Trigger logic
✓ Eligibility rules
✓ Incentive catalog
✓ User segmentation
Growth rules engine
✓ Trigger logic
✓ Eligibility rules
✓ Incentive catalog
✓ User segmentation
Notification orchestration
✓ Timing rules
✓ Frequency caps
✓ Contextual reminders
✓ Channel selection
Notification orchestration
✓ Timing rules
✓ Frequency caps
✓ Contextual reminders
✓ Channel selection
Notification orchestration
✓ Timing rules
✓ Frequency caps
✓ Contextual reminders
✓ Channel selection
07. Experimentation & Scalability
Validating Impact
Both solutions designed as A/B tests from day one with a clear control, variant, and measurement plan. No assumption ships without a signal.
Test A - Reorder Surface
Homepage reorder card
Control:
Existing homepage, no reorder UI
Variant:
Reorder card above the fold
Test B - Welcome Challenge
First-week habit program
Control:
Standard onboarding, no challenge
Variant:
2-order challenge in 7 days
Growth component library
✓ Reorder card
✓ Progress widget
✓ Reward banners
✓ Promo states
Result
Growth rules engine
✓ Trigger logic
✓ Eligibility rules
✓ Incentive catalog
✓ User segmentation
Notification orchestration
✓ Timing rules
✓ Frequency caps
✓ Contextual reminders
✓ Channel selection
08. Risks & Mitigation
Managing Trade-offs
Every growth initiative introduces risk. Here's how the most critical failure modes were anticipated and addressed before launch.
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08. Risks & Mitigation
Managing Trade-offs
Every growth initiative introduces risk. Here's how the most critical failure modes were anticipated and addressed before launch.
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09. Roadmap
What this challenge taught me
Strong growth design is rarely about visual changes. It's about identifying leverage points, reducing friction, designing for behavior, and scaling what works.
01
Retention is a system, not features
02
Second order is the real first win
03
Constraints force better bets
04
Design the data story first
05
Edge cases are product strategy
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on