Scaling address experience across markets

Designing a unified map lookup flow to support Saudi Arabia users and enable on-demand delivery

+9%

increase in address completion rate

-15%

reduction in address-related errors

+6%

uplift in first-time shopper conversion

Context

We onboarded a new partner in Saudi Arabia, which exposed a fundamental gap in our product: our address flows did not work outside western address systems.

At the same time, we were supporting multiple inconsistent address experiences across partners, and introducing on-demand delivery, where speed and accuracy are critical.

My role

Senior Product Designer leading the definition of a scalable address experience across markets, aligning user needs, partner constraints, and product strategy.

The real challenge

This project combined three interconnected challenges:

1. Localising for Saudi Arabia

Users in Saudi Arabia:
- Often don’t know their full address, postcode, or street name
- Rely heavily on maps and geolocation to define their location

Our existing flows:
- Relied on postcode or structured input
- Assumed users knew their address

→ Result: High friction in a critical step of the journey

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

2. Unifying fragmented address flows

  • We had ~5 different address flows across partners

  • Each had different logic, UI, and behaviours

  • This created: Product inconsistency, engineering complexity and slower scalability

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

3.Supporting on-demand delivery

  • Address and delivery selection were disconnected

  • Poor address handling directly impacted: Conversion and delivery success

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Goal

Design a single scalable flow that:

  • Works in markets where addresses are unreliable

  • Supports precise delivery logistics

  • Enables fast, on-demand experiences

  • Reduces system complexity

Key decisions

Design a single scalable flow:

1. From address-first to location-first

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Made the map the primary interaction, as users in Saudi Arabia rely on geolocation rather than structured addresses.

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

2. Flexible entry, not one rigid flow

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Supported map, search, and postcode to adapt to different market behaviours instead of forcing a single global pattern.

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

3. Separate location from address details

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Split the flow into:
- Selecting the exact location (pin)
- Adding optional details

This reduced friction while keeping delivery accuracy.

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

4. Turn address into a delivery decision point

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Linked address selection with delivery availability (e.g. fast delivery), making it clear what users can get before checkout.

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Process

  • Analysed partner requirements and Saudi market constraints

  • Identified fragmentation across existing address systems

  • Defined core principles: map-first, flexible entry, scalable logic

  • Aligned with product and engineering on constraints and feasibility

  • Iterated flows to support both global consistency and local adaptation

Solution

A unified, market-adaptive address flow:

Core experience

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • Map-first address selection with movable pin

  • Optional search and postcode entry

  • Address auto-generated from coordinates

  • Lightweight form for additional details

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

System logic

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • Prevent selecting non-deliverable areas

  • Validate input where needed

  • Adapt behaviour based on market

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

On-demand integration

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • Delivery availability linked to selected address

  • Clear feedback when fast delivery is unavailable

  • Reduced friction between address and checkout

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Impact

User impact

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • Reduced friction in a critical onboarding step

  • Higher confidence in delivery accuracy

  • Faster interaction (map vs manual input)

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Business impact

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • Address flow directly impacts first-time shopper conversion

  • Enabled expansion into Saudi market

  • Reduced dependency on fragmented partner solutions

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Operational impact

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

  • More accurate delivery locations

  • Reduced need for driver-user clarification

  • Improved delivery efficiency

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Key learnings

  1. Address is not universal. It is market-dependent behaviour

  2. Standardisation fails without flexibility

  3. Location (coordinates) is more reliable than address strings

  4. Address flows are not isolated. They directly impact:
    - Conversion
    - Delivery success
    - Product scalability

Context

First-time shoppers represent a significant share of growth, but conversion was heavily constrained by early funnel friction. Users were required to register before validating delivery availability, creating uncertainty at a critical decision point.

My role

  • Led discovery phase strategy

  • Defined hypotheses, success metrics, and sequencing

  • Partnered with Product, Engineering and Data analytics

  • Led end-to-end experimentation strategy

  • Drove decision-making and rollout recommendation