PROJECT OVERVIEW: REDESIGNING POS LANDING PAGE
Delivery Hero SE is one of the world’s leading online food delivery and quick commerce platforms, headquartered in Berlin, Germany. Operating in over 70 countries, Delivery Hero connects millions of customers with local restaurants, groceries, and essential services through its network of global brands. The Berlin headquarters where I was working, serves as the company’s global innovation hub, home to diverse teams working across product, design, and technology to shape seamless digital experiences at scale.
During my time at Delivery Hero in Berlin, I worked on redesigning the POS Landing Page, a key touchpoint for restaurant partners and third-party integrators integrating their POS systems with Delivery Hero’s ordering ecosystem. The existing landing page was originally created by the POS team as a repository of information, covering the end-to-end integration journey, essential terminologies, and technical documentation required to process orders through Delivery Hero’s integration solution.
My role in this project was to analyse how the existing POS Landing Page was being used: how many users visited it, how they navigated through it, whether the content was helpful, and where they faced friction. Based on these insights, I identified opportunities to improve clarity, structure, and usability, ultimately redesigning the page to better support integrators and reduce their dependency on support teams.
UNDERSTANDING THE PORTAL
To gain a deep understanding of how the POS Landing Page was being used across different regions, I created a structured research plan. The research involved scheduling interviews with users from the MENA, LATAM, and EU regions, ensuring a diverse set of perspectives from teams that interact with the system daily. Alongside this, I prepared a detailed questionnaire sheet to guide the conversations and maintain consistency across sessions. This was a combined research for POS Landing Page and Vendor Management project
Details of interview
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Platforms used: Zoom and Google Meet.
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Session length: ~30–45 minutes per session.
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Participants: frequent users of POS Integration Plugin
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Participants by region (actual interviews): 5 users from APAC and 3 users from EU.
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Purpose: surface common pain points, and identify data and workflow patterns that matter most to users.
Interview Zoom screen shots
Interview Zoom screen shots
Key Early Insights from Discovery
My vision was to transform the existing POS landing page into a full-fledged, brand-specific marketing and onboarding platform for every Delivery Hero brand. Instead of a basic global page with minimal information, the redesigned experience would clearly communicate why partners should integrate their POS with us, what value and features our integration ecosystem offers, and how it improves operational efficiency for restaurants and vendors. It would highlight key performance metrics, showcase existing integration partners to build trust, and present our capabilities in a simple, benefits-first way that works for both technical and non-technical users. The page would also integrate technical documentation seamlessly into the flow, making it easier to access and understand. Most importantly, the entire experience would be localized, reflecting the branding, terminology, and identity of each regional Delivery Hero brand so that partners feel they are engaging directly with the company they recognize in their market.
My Vision for the Landing Page
Key Early Insights from Discovery
1. Low Awareness and Adoption
Most POS team members I interviewed had never used the existing POS landing page and several didn’t even know it existed. This immediately highlighted a visibility and relevance gap in its current form.
2. Fragmented Documentation Practices
Many teams were maintaining their own versions of integration documentation, which they manually shared with vendors. This led to inconsistencies, outdated information, and duplicated effort across markets.
3. Language Barriers Across Regions
Vendors in regions like the Middle East and parts of Asia often struggle with English. As a result, the POS team frequently had to translate technical content themselves before sending it to partners, adding to their workload and creating room for errors.
4. Confusing and Overly Technical Content
The site used multiple terms to describe the same concepts, and the documentation was written in highly technical language. Most vendors who typically do not have a technical background found the content difficult to understand, causing delays in the integration process.
5. Misalignment Between Brand Identity and User Expectations (Most critical insight)
The website was titled “Delivery Tech”, referencing Delivery Hero’s global identity. However, many vendors only interact with the local brands (e.g., Talabat in Dubai) and are often unaware that these brands belong to Delivery Hero. This caused immediate confusion vendors weren’t sure whether the website was meant for them or if it belonged to a different company altogether.
During the evaluation phase, it became clear that the current POS Landing Page did not provide the clarity, credibility, or context required for first-time users, especially external vendors and integration partners viewing it without any prior exposure to Delivery Hero’s global ecosystem.
Issues with the Existing Landing Page
Given the global portfolio of Delivery Hero brands, users who arrive expecting their local brand are confused to see “Delivery Tech” without explanation. Combined with limited information, this can make the page feel unofficial or even suspicious especially in markets where vendors rely heavily on guidance rather than self-serve tools.
Creates Trust Issues for New Partners
The page jumps directly to “Restaurant Integration” and “Q-Commerce Integration” without describing:
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What Delivery Hero’s POS integration actually is
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What problems it solves
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Who it is for
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What value it provides
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Why the vendor should trust the platform
No Explanation of the POS Offering
The interface uses a generic header image and minimal content, which contributes to a “template” or “unfinished” look.
There are no customer examples, no diagrams, no workflow overview, and no explanation of how the integration works, elements that are critical for a technical product.
Visually Appears Sparse, Generic, and Impersonal
ANALYSING THE STATUS QUO OF THE SYSTEM
For the visual design, I created a flexible master design system that could easily adapt to any Delivery Hero brand across different regions. The layout, components, and content structure were standardized, while key elements such as action colors, illustrations, imagery, and brand accents were designed to be fully interchangeable. This allowed the same core template to instantly transform into a brand-specific experience for Talabat, Foodpanda, HungerStation, or any other local brand, without needing to redesign the entire page each time. The approach ensured visual consistency, reduced design effort, and maintained a unified UX while still honoring the unique identity of each market.
Visual design approach
To bring structure and clarity to the redesigned experience, I created a foundational information architecture for the POS website. This IA outlined all essential pages including the homepage, how-it-works flow, about section, support, documentation, language options, and a “Become a Partner” entry point ensuring that every piece of information a new vendor might need was clearly organized and easy to access. The goal was to move away from a single, vague landing page and instead create a well-defined, intuitive navigation system that supported both marketing content and technical guidance.
INTERACTIVE MOCKUP
LIVE SITE
Please click below to see mockup of POS Landing page
or
INTERACTIVE MOCKUP
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