A high-level overview of some of the achievements of the Product team while I was HungerStation's Chief Product Officer.

1. HungerStation’s Product
Team Achievements
By Mashhoor Aldubayan
Chief Product Officer @ HungerStation (2018-2020)
https://www.linkedin.com/in/aldubayan/

2. In less than 2 years, HungerStation’s Product team
played a key role in doubling the number of the daily
orders (from 100k to 200k+), significantly increasing
customer satisfaction and improving operational
efficiency. In these slides, I’ll share some of my team’s
achievements that contributed to that.

3. These slides include only some of the publicly available
information/features or general high-level information with no details.
This is intentional to avoid disclosing confidential information.
Disclosure

4. Structuring the Product department
4
◂ Built the structure of the department, employee levels and
career paths for Product Managers, Product Designers and
Product Analysts.
◂ Introduced a quarterly planning process and roadmaps for all
our products to improve business alignment and work visibility.
◂ Created and coached agile cross-functional outcome-driven
squads with the tech department, and assigned them KPIs to
help them monitor and increase their contribution to the
business.
◂ Established Product-related processes and practices to
improve work consistency and efficiency.
◂ Worked on the strategic alignment with the company’s
strategic objectives.

5. 5
Partners Portal
Launched the Partners registration
portal to streamline the registration
and lead generation process, which
used to be over email.
The portal contributed significantly
to increasing the number of leads
and onboarded partners.
The portal can be accessed at
http://partners.hungerstation.com

6. 6
App Store Optimization
Transformed our App Store presence with high quality content to improve app discovery, drive more app
downloads and improve customer conversion. We also implemented a mechanism to encourage
customer participation in rating the app which increasing the rating from 3.8 to 4.3 in 2 months.
Old Listing New Listing

7. 7
Launched Dark Stores
The Product team lead the efforts
to develop and launch the first
Dark Stores for groceries in Saudi.
This was one of the most complex
projects given it’s technical
complexity and the number of
stakeholders involved, but the
result was a fast and seamless
grocery shopping experience.

8. 8
Launched “Anything” Delivery
HungerStation is no longer limited
to delivering from our registered
partners. We’ve launched a new
service where customers can order
anything from anywhere.
The Proof of Concept was initially
launched as a “store” where you can
place the order and ask the driver
to delivery anything to you, and
then we developed the full-fledged
service.

9. 9
Revamped Listing
We’ve completely revamped the
store listing to make it easier for
you to find the right stores near
you through a cleaner UI, better
search, better filters, estimated
delivery times, store distance, more
visible campaigns and dynamic
swimlanes that enable reordering
and highlight different grouping of
stores (recommended, near
you..etc)
Old Listing New Listing

10. 10
Regulatory Compliance
I worked very closely with regulators to
achieve optimal compliance. We worked
initially with Ministry of Commerce to
minimize customer complaints through
automations and system improvements.
Afterwards, CITC became our regulator, and I
contributed to shaping their current
regulations by sharing detailed feedback on
the proposed guidelines in relation to
customers’ experience.

11. 11
Rider Migration
One of the biggest challenges we faced is
migrating our entire fleet of riders (aka
delivery agents) from one platform to
another, including working on new ways for
account top-up and cash out.

12. 12
Rethinking Delivery Areas
Our team has replaced the previous basic
deliver area system with a completely new
dynamic one that allowed for faster and more
cost-efficient delivery, which in turn made it
possible to offer the lowest delivery fees in
the market.

13. 13
Analytics Implementation
Significantly enhanced the analytics
implementation we had for both Product and
Marketing teams to track and optimize our
conversion and acquisitions performance.

14. 14
Website Revamp
We’ve revamped the website to be significantly better in terms of SEO, UX and performance which drove
organic customer acquisitions and app downloads through a seamless ordering experience that wasn’t
functional in the old website.
Old Website New Website

15. 15
Process Automation
The team automated a lot of the
internal process related to
Marketing, Operations and Finance,
which significantly reduced the
man hours required to perform
many internal business operations.
Some processes that used to take
days in manual work can now be
done in a push of a button!

16. 16
New Home Screen
We’ve turned the old (mostly
useless) home screen into a
configurable and scalable verticals
launcher to give more visibility and
improve customer conversion in
those new HungerStation services
we’ve introduced. The old screen
(left) only allowed you to change
the address and move on to the
next screen through the grey
button.
Changes were done gradually over
a long period of time while
observing the impact on
conversion.
Old Screen New Screen

17. 17
Apple Pay
HungerStation was one of the first
companies in Saudi to support
Apple Pay. It available at launch,
and we worked with Apple closely
to improve its performance the
following months.

18. 18
Contactless Delivery
We’ve had to do so many changes
to adapt to COVID-19 restrictions,
including launching a “contactless
delivery” feature that allows
customers to seamlessly instruct
riders to leave orders at the door.
The utilization of this feature was
much higher than expected, which
contributed to the business recover
process.

19. 19
Online Payment Performance
We worked continuously to improve online
payment performance for acceptance,
refunds and error recovery.
We have worked closely with our payment
processor, banks and regulators to achieve
above-market performance in online
payments, which made us more than ready
when were forced to go online-only during
the COVID-19 limitation on cash payments by
the government.

20. 20
Order Tracking Experience
Significantly improved the order tracking
experience to reduce customer contact
rate and early cancellations through a
cleaner interface that we can easily scale
as we add more features to it.
And to communicate the significantly
improved delivery times, we’ve tweaked
the push notifications to inform
customers of how fast the order was (in
minutes) when the order is delivered fast.
Old Screen New Screen

21. 21
Product Brand Guidelines
Our team worked closely with the
Marketing team to create Product brand
guidelines and define the appropriate
text, colors, visuals and other elements to
be used in our products, and ensure that
the updated visuals will serve the
customer experience.
Old Brand New Brand

22. I’m grateful I had the opportunity to work on such exciting projects with the team, and I’ve only
covered here a small portion of what we’ve achieved. We’ve learned so much and had a lot of fun
working on them, and now it’s time to move on to a new challenge in my career.
Thank You!