Home Delivery is a service that emerged from the collaboration between M&S Food and BP petrol stations. The convenience sector continues to grow, fuelled by changing consumer demands — shopping little and more often, topping up at convenience stores, and the growing trend for delivered food. The partnership with Deliveroo and UberEats became a core aspect of the Home Delivery online initiative. During the lockdown, customers were purchasing 20% more at BP forecourt stores.


My Role

As a Lead Product Designer at BP working on the Home Delivery project, my role involves overseeing the design and development of a new home delivery service offered by BP.


Home Delivery Optimisation


In 2021, BP introduced the OrderIn digital platform, enabling BP store operators to receive and process orders from Deliveroo, UberEats, and other delivery partners. However, the transition to the new digital platform increased the Auto-Rejection rate. The business required identifying the main reasons for auto-rejections and finding a solution to reduce the auto-rejection rate from 5% to 1% or less.

Project objective

The primary goal of this project was to enhance the order flow and reduce the auto-rejection rate from 5% to 1% or less. This involved a comprehensive discovery process, including on-site visits to BP stores with varying auto-rejection rates, conducting observations and interviews with store operators, and refining the user interface (UI) of the existing OrderIn digital platform.


Conducting on-site visits to BP stores with both high and low auto-rejection rates. Observing and documenting the current order processing workflows, paying particular attention to pain points and challenges faced by store operators.
Interviewing store operators to gather qualitative data on their experiences with the current digital platform.

On-Site Store Investigation

Collaborating with store operators, delivery partners, and relevant stakeholders to gain insights into their experiences related to the Home Delivery service. Conducting surveys and collect feedback on the challenges they face in processing and managing orders, especially focusing on instances leading to auto-rejections.

Quantitative research

Working closely with the technical team to understand the existing OrderIn digital platform, its functionalities, and potential areas for improvement.

Current state blueprint

Collaborating with cross-functional teams, including product managers and developers, to brainstorm ideas for improving the search experience. Running series of workshops to discuss project findings, user insights and iterate conceptual designs for enhanced features sets.

Stakeholders workshops

Create an enhanced order flow blueprint that optimizes the Home Delivery order processing journey and eliminate bottlenecks or ambiguities in the current order flow, ensuring a smoother and more efficient process.

Enhanced order flow
Prototyping and Design

Assessing the existing UI of the OrderIn digital platform to identify shortcomings contributing to auto-rejections.

UX/UI assessment

Designing an enhanced UI solution that addresses identified issues, improves user experience, and aligns with the needs of store operators. Ensure that the final design aligns with industry best practices and provides an intuitive experience for users.

Optimised OrderIn prototype

The successful execution of these responsibilities will result in a streamlined Home Delivery order processing system with a significantly reduced auto-rejection rate. The redesigned UI and optimized order flow will enhance the overall efficiency of the OrderIn digital platform, ensuring a more seamless and user-friendly experience for store operators and reduction of the auto-rejection rate to 1% or less.

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