Grubhub

Campaign Calendar

To maximize visibility and engagement for Grubhub’s seasonal campaign offerings, I collaborated with product and engineering partners to improve how these promotions are surfaced and managed in the Grubhub portal.

ROLE
Lead Product Designer

TEAM
Myself, (1) Product Manager, (3) Frontend Engineers, (2) Backend Engineers, (1) Copy Partner, (2) Sales Partners

SKILLS
User Research, Wireframing, User Testing, Interaction Design

Problem

Grubhub offers seasonal campaigns to help restaurants attract more diners during special occasions. These campaigns—such as “$5 off for the Holidays”—are pre-determined offers that restaurant operators can opt into.

Merchants can activate a seasonal campaign by setting up a new promotion and selecting a seasonal campaign goal, which appears alongside other evergreen goals (e.g., attract new customers, bring customers back).

While this allows for some flexibility, it lacks visibility and ease of access.

HMW improve the visibility of Grubhub’s seasonal campaign offerings?

Solution

We developed a new “Seasonal Campaigns” page in the Grubhub portal that provides users with a seamless way to track, schedule, and manage their campaigns through the Campaign Calendar, which supports custom campaign creation. Users can select from a range of pre-set occasions or create their own, offering greater flexibility and personalization.

This experience is intuitive, user-friendly, and significantly improves campaign visibility, enabling restaurant operators to better manage promotions. Grubhub stands out from competitors by offering a more customizable approach. Additionally, we added a way to opt into available campaigns from the Promotions Management page to further amplify visibility. Users can quickly opt into some or all of these campaigns and customize them with just a click.

Research

To validate our assumptions and explore solutions, we gathered insights through:

Pendo surveys to collect feedback from merchant partners
User interviews with merchants that actively use promotions
Focus groups to understand pain points and opportunities

20%

of merchants were unaware that Grubhub offered seasonal campaigns in addition to their standard promotions.

of merchants felt frustrated by the difficult opt-in process for seasonal campaigns, which often led to missed opportunities.

76%

83%

of merchants wanted customization beyond Grubhub’s pre-determined offers.

Goals

Increase visibility: Display seasonal promotions as prominent tiles on the highly trafficked Promotions Management that highlight the occasion and offer, allowing restaurant operators to opt in with a single click.

Enhance the opt-in process: Provide a Calendar displaying both upcoming and currently active seasonal promotions, helping operators plan ahead and opt-in effortlessly.
Allow for customization: Give restaurants the ability to create their own seasonal promotions beyond Grubhub’s predefined ones (for example, an Indian restaurant could offer a Diwali-themed discount tailored to their audience).

Design Exploration

01 // Brainstorming

I collaborated with product and engineering partners to explore ways to enhance seasonal promotion visibility and usability. Conducting a SWOT analysis helped us identify key opportunities and pain points in seasonal campaigns.

02 // Wireframes

I created wireframes for multiple approaches and worked closely with my partners to refine them. I mapped out how the campaign calendar, opt-in tiles, and customization process would function, ensuring a seamless experience for restaurant operators.

03 // High-fidelity Designs

In the high-fidelity stage, I developed a distinct color palette to improve campaign engagement, using different colors to indicate campaign statuses—active, paused, upcoming, ended, or available to opt into. I also designed custom icons to enhance clarity and navigation within the campaign customization interface.

04 // Prototyping & Testing

I built interactive prototypes to present new features to restaurant partners during focus groups. Observing their interactions with the campaign calendar provided valuable insights, allowing us to refine usability and ensure the experience met their needs.

Results

By enhancing seasonal promotion visibility and flexibility, we’re empowering restaurant operators with better tools to drive business—while making the process seamless and intuitive.