Redesigning Deliveroo – Simon Rohrbach, Deliveroo
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Overhauling a company's look and feel is hard, let alone across 100 cities in 12 countries. Simon will be talking about the story behind Deliveroo's new look, the process the design team went through over 12 months, and share some lessons learned.
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Redesigning Deliveroo – Simon Rohrbach, Deliveroo
- 2. Simon Rohrbach @simonrohrbach / @DeliverooDesign
- 4. Our new look
- 6. PUBLICLY
- 7. PRIVATELY
- 9. Why we did it What we did How we did it How it felt
- 10. WHY WE DID IT
- 12. #NOFILTER
- 16. What do we say? How do we say it? Who do we talk to?
- 17. We wanted to design our rider kit evolve our products spotlight our partners launch OOH campaigns create a rallying cry refine our tone of voice be more lifestyle-focused
- 18. … in 12 countries
- 19. NOTE TO SELF #1 Every decision is a big one.
- 20. WHAT WE DID
- 33. HOW WE DID IT
- 35. Announcing it to the company
- 38. “Have you seen the new logo?” “Yeah, I don’t like it.”
- 39. “You’re not seriously going ahead with this?!”
- 40. “Why am I not involved?”
- 41. No one said it was easy.
- 42. NOTE TO SELF #2 Internal communication is half the battle.
- 48. So now we can launch!
- 49. …right?
- 51. Get country requirements Develop rider kit Get samples Develop more kit Get more samples Get the colours right Place order Create rollout plan Make sure it gets to all 12 countries Do the swap at the right time
- 52. Designing it
- 53. NOTE TO SELF #3 Finished ≠ Shipped
- 54. Rider Kit
- 65. Our Products
- 66. An opportunity to bring in more consistency
- 70. Radio button Radio button Optional title Radio button Radio button Optional title Radio button Radio button Optional title Radio button Radio button Optional title Radio button Radio button Optional title PlaceholderPlaceholderPlaceholderPlaceholder Search Optional title Search Optional title Search Optional title Search Optional title Placeholder Optional title Dropdown Optional title Placeholder Optional title Placeholder Optional title Dropdown Optional title Dropdown Optional title Dropdown Optional title Dropdown Optional title Dropdown Text box Search box Text area Radio buttons DisabledPressedFocusHoverNormal Our regular size is the default size for use on web. All elements are 40px in height, ensuring all elements work together in harmony and align well when used in combination. Regular size Form elements
- 71. DoneCancel Muted: Selfie 6000+ songs Spotlight iMac slo-mo. iPhone power users pinch- out Jony. Retina 6000+ songs 8X faster $599 pixels iCloud CloudKit did. Retina power users iPhone 6+ $599 camera hi-def wi-fi Apple Watch in the world pixels. Bigger translucent instantly iPad design Air. You’ve successfully changed your payment information.
- 73. NOTE TO SELF #4 Start early, document often.
- 74. HOW IT FELT
- 75. The single most incredible thing you can ever possibly do in your life ever and you wouldn’t miss it for the world, like ever
- 77. Expecting the worst, hoping for the best
- 78. To check or not to check Twitter
- 79. Certainty is a great thing
- 80. But it is the single most greatest thing you can ever possibly be involved in in the world ever
- 81. September 5th
- 82. 12.00am
- 83. 12.04am
- 84. 12.45am
- 85. 12.46am
- 86. 1.32am
- 87. 9.16am
- 88. 9.30am
- 89. 9.56am
- 90. “Change is good, but this is terrible.”
- 91. “Pretty basic…”
- 92. “This looks lazy and just plain bad.”
- 93. NOTE TO SELF #5 Negative feedback is a positive thing
- 94. We’re only just starting this journey.