Flexible registration initiative
Increase first-time conversion by reducing registration friction
+3.64%
conversion
+507
orders/day
~£7.4M
more annual revenue
+3.64%
conversion
+507
orders/day
~£7.4M
more annual revenue
Context
First-time shoppers represent a significant share of growth, but conversion was heavily constrained by early funnel friction. Users were required to register before validating delivery availability, creating uncertainty at a critical decision point.
My role
Led discovery phase strategy
Defined hypotheses, success metrics, and sequencing
Partnered with Product, Engineering and Data analytics
Led end-to-end experimentation strategy
Drove decision-making and rollout recommendation
Context
First-time shoppers represent a significant share of growth, but conversion was heavily constrained by early funnel friction. Users were required to register before validating delivery availability, creating uncertainty at a critical decision point.
My role
Led discovery phase strategy
Defined hypotheses, success metrics, and sequencing
Partnered with Product, Engineering and Data analytics
Led end-to-end experimentation strategy
Drove decision-making and rollout recommendation
Problem
Registration occurred before users could answer a key question:
“Can I get my groceries delivered to me when I need them?”
Problem
Registration occurred before users could answer a key question:
“Can I get my groceries delivered to me when I need them?”
Key issues
Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent
Key issues
Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent
Key insight
Users need to validate service viability before committing personal details
Key insight
Users need to validate service viability before committing personal details
Discovery
What we learned
1. Forced registration blocks intent
Users hesitate to commit before understanding value
2. Availability visibility is critical
Delivery slots and fees are key decision drivers
3. Late failures break trust
Unavailable products at checkout create frustration
Supporting evidence
Funnel data showing registration as highest drop-off and when seeing unavailable products
24 moderated user interviews across UK, Canada, Spain (8 per market)
300 survey responses across UK, Canada, Spain
Discovery
What we learned
1. Forced registration blocks intent
Users hesitate to commit before understanding value
2. Availability visibility is critical
Delivery slots and fees are key decision drivers
3. Late failures break trust
Unavailable products at checkout create frustration
Supporting evidence
Funnel data showing registration as highest drop-off and when seeing unavailable products
24 moderated user interviews across UK, Canada, Spain (8 per market)
300 survey responses across UK, Canada, Spain
Data
Registration is the largest drop-off point in the funnel
% of first time shoppers per day seeing unavailable products
First time shoppers conversion from booking a slot
Data
Registration is the largest drop-off point in the funnel
% of first time shoppers per day seeing unavailable products
First time shoppers conversion from booking a slot
Data
Registration is the largest drop-off point in the funnel
% of first time shoppers per day seeing unavailable products
First time shoppers conversion from booking a slot
Platform constraint
The platform required:
Product availability → Depends on delivery slot
Delivery slot → Requires registration
Core challenge: Break this dependency without major platform rework
Platform constraint
The platform required:
Product availability → Depends on delivery slot
Delivery slot → Requires registration
Core challenge: Break this dependency without major platform rework
Hypothesis
Allowing users to validate delivery availability before registration will:
Increase first-time conversion
Reduce uncertainty
Improve trust in the service
Cross-functional Workshop
Cross-functional Workshop
Facilitated a workshop with Product, Engineering, and Data to align on the problem and define an experimentation approach.
Output:
Reframed issue from registration to timing of registration
Prioritised a progressive experiment roadmap
Identified key technical constraints early
Impact:
Accelerated alignment and enabled faster, lower-risk experimentation
Facilitated a workshop with Product, Engineering, and Data to align on the problem and define an experimentation approach.
Output:
Reframed issue from registration to timing of registration
Prioritised a progressive experiment roadmap
Identified key technical constraints early
Impact:
Accelerated alignment and enabled faster, lower-risk experimentation
Vision prototype
Vision prototype
Created a north star prototype to define the ideal experience where users can validate availability and complete a purchase before registering.
Purpose:
Align stakeholders on a shared vision
De-risk decision-making before building
Guide sequencing of experiments
Goals:
Check delivery availability before registration
Book slot early
Checkout without registration
Impact:
Provided a clear direction, ensuring each experiment moved towards a consistent end-state
Created a north star prototype to define the ideal experience where users can validate availability and complete a purchase before registering.
Purpose:
Align stakeholders on a shared vision
De-risk decision-making before building
Guide sequencing of experiments
Goals:
Check delivery availability before registration
Book slot early
Checkout without registration
Impact:
Provided a clear direction, ensuring each experiment moved towards a consistent end-state
Validating the vision
Tested the north star prototype with users to validate whether the proposed flow reduced uncertainty and improved confidence.
What we learned:
1
Users strongly preferred checking availability before registering
2
Early slot visibility increased confidence to proceed
3
Removing forced registration reduced hesitation
Vision prototype
Created a north star prototype to define the ideal experience where users can validate availability and complete a purchase before registering.
Purpose:
Align stakeholders on a shared vision
De-risk decision-making before building
Guide sequencing of experiments
Goals:
Check delivery availability before registration
Book slot early
Checkout without registration
Impact:
Provided a clear direction, ensuring each experiment moved towards a consistent end-state
Validating the vision
Tested the north star prototype with users to validate whether the proposed flow reduced uncertainty and improved confidence.
What we learned:
1
Users strongly preferred checking availability before registering
2
Early slot visibility increased confidence to proceed
3
Removing forced registration reduced hesitation
Experimentation
We ran a series of progressive experiments, balancing:
Learning speed
Engineering effort
Business impact
EXPERIMENT 1:
Show delivery slots to visitors
Change: Expose delivery slots before registration
EXPERIMENT 1:
Show delivery slots to visitors
Change: Expose delivery slots before registration
+0.29%
conversion
+40
orders/day
What we learned:
Visibility alone reduces uncertainty, but users still hesitate to commit.
+0.29%
conversion
+40
orders/day
What we learned:
Visibility alone reduces uncertainty, but users still hesitate to commit.
EXPERIMENT 2:
Allow visitors to book a slot
Change: Users can reserve a delivery slot before registering
EXPERIMENT 2:
Allow visitors to book a slot
Change: Users can reserve a delivery slot before registering
+1.21%
conversion
+169
orders/day
What we learned:
Commitment increases intent, but friction still exists at checkout.
+1.21%
conversion
+169
orders/day
What we learned:
Commitment increases intent, but friction still exists at checkout.
EXPERIMENT 3:
Trigger early slot selection for visitors
Change: Prompt users to book a slot earlier in the journey
EXPERIMENT 3:
Trigger early slot selection for visitors
Change: Prompt users to book a slot earlier in the journey
+2.11%
conversion
+294
orders/day
What we learned:
Early validation reduces late-stage frustration and builds confidence.
+2.11%
conversion
+294
orders/day
What we learned:
Early validation reduces late-stage frustration and builds confidence.
EXPERIMENT 4:
Guest checkout
Change: Allow users to complete checkout before registering
EXPERIMENT 4:
Guest checkout
Change: Allow users to complete checkout before registering
+3.64%
conversion
+507
orders/day
What we learned:
Removing mandatory registration at the point of highest intent has the largest impact.
+3.64%
conversion
+507
orders/day
What we learned:
Removing mandatory registration at the point of highest intent has the largest impact.
Key trade-offs
User experience vs data capture.
Guest checkout reduces upfront data collection
Speed vs engineering complexity.
Later experiments required deeper platform changes
Operational constraints vs flexibility. Slot handling needed careful orchestration
Final solution
Roll out guest checkout on web
Registration repositioned post-purchase
Early delivery slot validation
Improved availability transparency
Outcome
Significant uplift in conversion and revenue
Reduced early funnel drop-off
Improved user trust and experience
Outcome
Significant uplift in conversion and revenue
Reduced early funnel drop-off
Improved user trust and experience
Next steps
Optimise post-purchase registration
Explore pre-booking a delivery slot for visitors
Continue experimentation on onboarding
Expansion to additional markets
Next steps
Optimise post-purchase registration
Explore pre-booking a delivery slot for visitors
Continue experimentation on onboarding
Expansion to additional markets
Long-term impact
Shifted registration from barrier to contextual step
Influenced onboarding strategy across the platform
Established a scalable experimentation approach
Shifted registration from barrier to contextual step
Influenced onboarding strategy across the platform
Established a scalable experimentation approach
Long-term impact
Shifted registration from barrier to contextual step
Influenced onboarding strategy across the platform
Established a scalable experimentation approach
Context
First-time shoppers represent a significant share of growth, but conversion was heavily constrained by early funnel friction. Users were required to register before validating delivery availability, creating uncertainty at a critical decision point.
My role
Led discovery phase strategy
Defined hypotheses, success metrics, and sequencing
Partnered with Product, Engineering and Data analytics
Led end-to-end experimentation strategy
Drove decision-making and rollout recommendation