Design Lead

8 months

Grubhub’s web-only Group Ordering primarily served office settings, overlooking casual customers who placed 75% of group orders via mobile, limiting adoption and sales growth. We brought Group Ordering to mobile, making orders seamless and accessible, increasing food sales by 45%, acquiring 35% of new diners, and driving 17% of account reactivations in the first year.

After launching Native Group Ordering, corporate customers struggled with an experience optimized for casual dining despite having larger budgets and stricter spending needs. This work adapted Group Ordering for business use cases by simplifying bill splitting, reducing reliance on third-party payment apps, and enabling enforceable guest spending limits, driving a 25% increase in Group Order food sales, a 10.4% lift in corporate accounts, and 22% adoption of spending limits among returning corporate customers within two quarters of launch.