Feature
A pickup ordering flow for an app that previously only supported address delivery.
EdaYkt has been around since 2013 — the design hadn't changed in years and there was a lot of legacy.
Problem
Wait times could hit 2–3 hours. Restaurants without couriers were blocked from the service.
Yakutsk's restaurant scene was growing fast — lots of new venues, but not all had courier delivery, and the service itself doesn't run its own couriers.
For a city with short distances, 2–3 hour waits were a huge downside.
Solution
Introduce pickup ordering. Add distance calc. Show the option on the card. Discount 20%.
Pickup means faster receipt and savings on delivery (200–300 ₽ on average).
Calculate distance from the user's location to the venue address.
Give a 20% discount on the whole order when pickup is selected.
Show a “Pickup available” sticker on venue cards.
Design
Analyze the current flow, benchmark, prototype, run usability tests, mock for every platform.
Walked through the existing client path and benchmarked competitor and adjacent-product flows.
Built a quick prototype to feel out the flow and ran a few usability tests. Insight: people would fill up the cart and only then think about the ordering method right before checkout.
Found what mattered to users and what didn't at checkout, gathered feedback for follow-ups. Pickup is a well-established e-commerce pattern, so no big research was needed.
Then proposed possible design changes to the team and mocked them for every platform: Web Desktop, Mobile, iOS, Android.
Results
5% of all orders in the first month. Also launched on web.
Pain points addressed for both users and restaurants. In the first month after release, pickup orders were 5% of all orders.
We also launched pickup on the web version.