Launch projects · Case Study

Uber Eats Meal Plan

Team Lead · 5-person team · 6 weeks · Product SC Case Competition

Team 2: Malachi Frye, Andrew Son, Kenneth Chee, Xiayu Li, Angela Wang

🏆 1st Place out of 8 teams

The goal: in six weeks, take a broad brief (Uber underserves suburban customers) and pitch one focused product to a panel of Uber product leaders.

How I ran it

  1. Scope. Narrowed “Uber” to one product line, Uber Eats, and one problem we could own.
  2. Research. Ran market and competitor research and built user personas across ages and incomes. Key insight: limited food variety was driving low suburban engagement.
  3. Prioritize. Scored three concepts against success metrics and picked an Uber Eats Meal Plan, a subscription that solves for variety and price.
  4. Deliver. Shipped a 16-page product concept and Figma wireframe. I owned the launch plan, user personas, and success metrics.

What I’d do next

Spend more time on direct user interviews, and build a full product roadmap to sequence the rollout.

Project Leadership Scoping Prioritization Success Metrics User Personas Figma

The Deck

Swipe or scroll sideways through all 19 slides →

Uber Eats Meal Plan case study title slide, Team 2
Roadmap slide outlining research, user segmentation, competitor analysis, problem statement, solutions, prioritization matrix, and final solution
Research slide on market analysis of suburban migration and Uber's mobility and delivery revenue
Research slide on user interviews with customers and drivers
User segmentation slide covering customers, drivers and delivery people, and merchants
User personas overview slide: Lexie, John, and James
Market landscape statistics slide showing meal delivery monthly sales by platform
Competitor landscape slide comparing Grubhub, DoorDash, and Uber Eats
Problem statement slide
Potential solutions slide: reservation model, heat maps pickup locator, and meal plan
Prioritization slide comparing reservation model, meal plan, and heat maps
Final solution meal plan slide with pricing tiers and app mockup
Success metrics slide listing primary, secondary, and monitoring metrics
Appendix: user persona 1, Lexie, 25, Lexington Massachusetts
Appendix: user persona 2, John, 40, Lexington Massachusetts
Appendix: user persona 3, James, 35, Lexington Massachusetts
Appendix: detailed competitor landscape table for Grubhub and Postmates
Appendix: detailed competitor landscape table for DoorDash and Uber Eats
Appendix: detailed final solution meal plan slide with app mockup
Download the original deck (PDF) →

Angela Wang — Uber Eats Meal Plan case study