Deliveristo · 2024 · Web · Marketplace · AI · E-commerce
A B2B checkout that respects buyers' time.
A B2B food marketplace connecting restaurants and food businesses with suppliers — enabling fast discovery, trusted purchasing, and efficient order management.
Deliveristo connects restaurants, caterers and food businesses with verified suppliers. The work focused on reducing cart abandonment and increasing conversion through search, checkout, and AI assistance.
The Problem
High cart abandonment driven by long checkout flows, hard-to-find products, no guest checkout, unclear delivery information, and low trust signals.
The Goal
Reduce cart abandonment and increase conversion by simplifying checkout, improving product discovery, and building trust through transparency and AI guidance.
Role
Product Designer (UX/UI)
0%
Cart abandonment
+57%
Conversion rate
+50%
Add-to-cart
0:30
Session time saved
+5
CES improvement
I audited the existing product to identify abandonment points, then interviewed B2B food buyers to understand their purchasing workflows and pain points during search and checkout.
User Profile
Restaurant owners, procurement managers, caterers and food business operators managing inventory and supplier relationships under tight time pressure.
- 01Led UX audit to identify drop-offs in search & checkout
- 02Conducted user research with B2B food buyers
- 03Designed search, checkout, and personalisation flows
- 04Designed and integrated the AI chat assistant
- 05Created responsive UI aligned with the style guide
01
Discover faster
Intelligent search, filter and sort built around how B2B buyers actually shop.
02
Decisive product pages
Reviews, stock and delivery transparency removed second-guessing.
03
AI chat assistant
Real-time help on pricing, stock and delivery — without leaving the flow.
04
Checkout, shortened
Guest checkout, saved details and fewer steps drove a 57% lift in conversion.
05
Order tracking that calms
Predictable status and clear comms reduced support load.
06
Operator dashboards
Operators get the analytics they need to act, not just report.
Significant business results: a 46% decrease in cart abandonment, a 57% increase in conversion rate, a 50% boost in add-to-cart clicks, and sessions completed 2:30 minutes faster.
Takeaways
Reducing friction at high-intent moments directly increases revenue. Trust and transparency are non-negotiable in B2B. AI works best when it supports decisions without interrupting flow.
Impact
- 0146% decrease in cart abandonment
- 0257% increase in conversion rate
- 0350% boost in add-to-cart click-through
- 042:30 minutes faster session completion
- 05+5 improvement in Customer Effort Score
What I learned
Simplifying checkout had immediate business impact. Trust signals significantly increased purchase confidence. Involving engineering earlier would have accelerated AI chat iteration.
Next Steps
Run longer-term retention testing, expand AI capabilities based on behaviour, and continue optimising the search-to-purchase experience.
Due to NDA restrictions, the full Figma file is not publicly shared. For access and a walkthrough, email morenikejiolawaletimothy@gmail.com.
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