Uber Eats: Launching the first Active Eater lifecycle CRM campaign

Uber Eats is a food delivery service by Uber, allowing users to order from local restaurants via a smartphone app. It serves millions of users globally, offering convenience and accessibility for restaurant meal delivery.

Our DEPT® team produced 302 assets, ranging from email modules to promo banners and push notifications, all geared up for the inaugural Active Eater lifecycle launch, ensuring regular engagement on a monthly basis.
Industry
Food Delivery
Categories
User Experience Design, User Interface Design, Visual Design, CRM
Timeline
Feb 2021 - Mar 2021
The problem
Uber Eats did not have any bespoke comms built for their high-value eater base. All their eaters were being treated equally, regardless of how often they order and whether they are profitable or not.
The opportunity
Globally, there are 50 million Active Eaters. Within this demographic, the highly engaged segment constitutes 60% of customers who have placed more than 10 orders in the past 12 weeks. There is a projected annualized iGB (incremental gross billings) of approximately $139 million for this user base.
The goal
The goal was to encourage active eaters to stick around and engage more frequently, supporting higher retention rates by stimulating these users regularly with personalized content. These personalized lifecycles aim to upsell and cross-sell to high-value eaters, leveraging a propensity model as the cornerstone.
1
Establish weekly communication (email, push) with varied content.
2
Utilize new tech capabilities to integrate personalized content: promo banners, recommendations, cross-sell modules.
3
Focus on audience insights: use cases, selection, affordability, reliability.
4
Integrate conditional modules dynamically to boost user relevance and retention.
Audience insight #1: Use cases
Tailored to users' moods and diverse food delivery situations, encompassing breakfast, brunch, lunch, snack, and dinner.
“I want to eat meals, whether it's lunch, dinner, or breakfast, and whether surrounded by loved ones or enjoying some quiet time alone.”
“I don't want to leave the house and enjoy a ‘meal out’ in the comfort of own home.”
“I just don't have the energy to cook.”
“I'm craving something to eat right now.”
Audience insight #2: Affordability
The emphasis was on breaking the barrier of affordability and reminding users of the array of options at their disposal.
“I’m craving for something to eat.”
“I want to grab on the go.”
"I want to find good deals.”
“I'm on a budget.”
Audience insight #3: Food selection
Elevated the messaging to assist users in discovering TopEats, Tasty Treats, Healthy Habits, Grab on the Go options, and Local picks that satisfy their hunger cravings.
“I’m craving for something to eat.”
“I want to try something different.”
“I want to see what cuisines are available.”
“I’m craving for something sweet or savoury.”
Audience insight #4: Reliability
Followed the food promise, delivering convenience, and putting you in the driver's seat, all available in-app whenever hunger strikes.
“I’m confident my order will be correct and delivered on time.”
“I want to follow along my order.”
“I want to customize my meal.”
“I want to eat something convenient.”
Boosting retention with effective conditional modules
These conditional modules dynamically integrate into communications, ensuring relevance for users and boosting retention rates.
Bringing it all together
Users greatly appreciate the convenience of enjoying restaurant-style meals at home, considering it their most desired benefit. Ensuring reliability, including ease-of-use and positive past experiences, is vital for retaining these users.

These emails are crafted with the intention of conveying these "reasons to believe" to our customers.
Thank you
Thank you to the stellar team! Olivia Johnston, Ashley Godber, Victoria Jin, Pat Descartin, Chrystal Li, Tamsin Jones, Alex Vella, Junaid Ansar, Declan Bell, Ben Harwood.