What to Eat?
Getir
Senior Product Designer II
12 May 2025
Abdullah Aydeniz
Project overview
The "What to Eat" feature is an innovative, gamified tool integrated into the GetirFood app. It was specifically designed to simplify the meal discovery process for users.
By transforming the often overwhelming task of choosing a meal into a fun and interactive experience, the feature guides users toward a decision, helping them quickly find food they will enjoy.
Problem
Before the introduction of the "What to Eat" feature, GetirFood identified a significant point of friction in the user journey: decision fatigue. Data showed that users were struggling to decide on their meals from the vast number of options available on the platform.
The key issues were:
- Extended Decision Time:
A typical user journey, from opening the app to placing an order, took an average of 23 minutes. A large portion of this time was spent browsing aimlessly, leading to frustration.
- Overwhelming Choice:
The sheer volume of restaurants and menu items paralyzed users, making it difficult to make a confident choice.
- High Drop-off Rate:
This prolonged and often stressful decision-making process increased the likelihood of users abandoning their sessions altogether and not placing an order.
This "choice paralysis" was negatively impacting the user experience and represented a missed opportunity for conversions.
Goal
The primary goal of the "What to Eat" feature was to drastically improve the user experience by tackling decision fatigue head-on.
The project's objectives were to:
01. Reduce Decision Time
Significantly shorten the time it takes for a user to find and decide on a meal.02. Enhance User Engagement
Introduce a gamification element to make the discovery process more enjoyable, interactive, and less of a chore.03. Increase Conversion Rates
By simplifying the journey, the feature aimed to guide more users to complete their orders, thereby reducing cart abandonment.04. Create a Memorable Experience
Differentiate GetirFood from competitors by offering a unique and delightful solution to a common user pain point.
Outcome
The "What to Eat" feature was a transformative success, delivering exceptional results that exceeded initial goals.
The feature was incredibly effective, reducing the average user journey time from 23 minutes down to just 7 minutes. This 70% reduction proved that the gamified approach successfully eliminated decision paralysis.
Users loved the new feature. The gamified elements were a hit, making the process of finding what to eat fun and engaging rather than stressful. This positive sentiment increased user satisfaction and loyalty.
An unexpected but highly valuable outcome was the monetization of the feature. Its popularity and high engagement levels created a prime opportunity for restaurant partners to place advertisements. This opened up a completely new and effective revenue stream for GetirFood, directly generating income from the feature itself.