Sarah, a busy marketing manager, opens Uber Eats during her lunch break, hoping to quickly reorder her go-to salad from a restaurant she loves. But as she scrolls through the cluttered homepage, she’s met with endless sections, generic recommendations, and confusing offers.
She gives up and manually searches for the restaurant, wasting precious time—a process she repeats every single day.
Her experience isn’t unique. Thousands of Uber Eats users face similar frustrations. This self-initiated UX case study explores how to streamline the homepage, improve personalization, and enhance the overall ordering experience, all while ensuring that business priorities remain intact.
✅ Reduce cognitive overload by simplifying navigation.
✅ Enhance personalization so users feel recommendations are relevant.
✅ Increase conversions by making deals and frequently ordered items easier to find.
✅ Balance UX & business goals, keeping promotions visible while improving usability.
To validate the need for a homepage redesign, I conducted competitive UX research, analyzed usability best practices, and reviewed common pain points found in food delivery platforms.