Introduction
What is talabat pro?
talabat Pro is talabat’s subscription program designed to boost order frequency, enhance affordability, build loyalty against competitors and enrich the overall talabat experience.
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What is the business problem?
Recently, acquisition growth has started to lose momentum – requires immediate focus since the last feature was released. An alarming impact is from over 100k users last May to almost 75K.
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How can partnerships with banks help?
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How can we measure the success of the program?
So we redefined program success metrics based on the fundamental stages of pro conversion funnel
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Our lean approach
Step 1: Research to identify the right segments
The real opportunity lies in solving real user needs, not just meeting business requirements.
To ensure that we addressed the right segments, we relied on data insights, user interviews, and competitive analysis—building with confidence rather than assumptions.
Post-release, we continued learning by collecting user feedback through interviews, refining the experience based on real needs.
Step 2: Unlocking data insights
Step 3: Getting users insights
Step 4: Comptetive view
Competitor analysis showed that 70% of our competitors have already implemented partnerships with banks or other entities to enhance their offerings.
Problem Statement
How might we create a seamless and unique experience to encourage subscriptions through eligible bank cards, benefiting users, banks, and talabat?
The Solution
Step 1: Looking at the funnel to identify opportunties
Step 2: Identifying sample use cases
A. I am a user with {Card X} pre-saved on talabat, and I want to join pro using it.
B. I am a user without {Card X} pre-saved on talabat, and I want to add this card to be able to access the free partnership subscription.
C. I am a user with {Card X} pre-saved on talabat, but I want to join Pro with a different card (because I don't want to be tied to BIN restricted transactions).
Step 3: Flows design
A big learning: Early iterations were inspired by the wider practices done by competitors, which weren't aligned with our journey's setup
❌ Made the journey longer and more complex
❌ Required significant tech effort
❌ Needed new components in the design system
❌ Demanded extensive upfront validations
Looking closer at our existing experience and HMW, we can build an experience that is seamless yet technically feasible.
The Results
