Context
A pickup ordering flow for an app that previously only supported address delivery.
EdaYkt — food and goods delivery service based in Yakutsk, 50K MAU. It 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
Make pickup a visible and attractive alternative to delivery
The approach included several product design solutions: 1. Introducing a new pickup flow We added self-pickup as a full option in the order flow, instead of delivery-only ordering. 2. Reducing decision uncertainty We introduced distance display from the user’s location to the pickup point to help users better understand convenience and choose between delivery and pickup. 3. Economic incentive We added a 20% discount for orders with self-pickup to increase the attractiveness of the new option. 4. Improving discoverability at the selection stage We added a “Pickup available” badge on company cards so users could take this into account even before starting the checkout process.
Design process
Analyze the current flow, benchmark, prototype, run usability tests
I analyzed the current user journey, conducted design benchmarking of similar services, and created a quick prototype.
Then I ran several usability tests. One of the key insights was that users tend to build their cart first and only then consider the delivery method at the checkout stage—most likely out of habit.
After that, I refined the end-to-end checkout flow and proposed design solutions to the team.
Results
In the first month after launch, self-pickup accounted for about 5% of all orders, becoming a new stable order fulfillment method within the product
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.
