A Streamlined Ordering Feature - OrderMore
A case study on an e-commerce platform and the introduction of a new feature 'OrderMore', adding a convenient way to order from multiple restaurants in a single delivery.
The context
Jumia Food was one of the top apps to order food from in Nigeria. The feature I scoped, OrderMore , addresses a specific user pain: the inability to order from multiple restaurants using the platform.
One restaurant per order isn't how people eat
Users who want food from two restaurants pay two delivery fees, wait for two agents, and answer two security gates. The one-restaurant-per-order limitation increases costs, creates friction, and ignores how people actually order food: especially in offices, families, and groups.
Three product objectives
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Boost user acquisition and retention
A multi-restaurant cart that makes checkout feel seamless and matches how people actually order food. Tracked through app downloads, new users, active users, retention rate.
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Generate revenue through better service
Reduce delivery friction so every order feels faster, clearer, and more reliable. Tracked through ratings, CSAT, retention, and total revenue.
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Reduce cancellations and failed orders
Keep restaurant inventory accurate and the delivery process smooth so orders complete successfully more often. Tracked through placed vs. delivered orders and cancellations.
Two user stories
The budget-conscious diner
"As an average-income earner who hates cooking but is on a budget, I want to compare prices and deals from different restaurants close to me, and order my items all at once, so that I can save some money."
Acceptance: users can see different deal listings and compare prices side by side.
The remote worker
"As a tech bro working from home who loves food, I want to order from my favourite restaurants and have it all delivered at once, so I can save time, eat a variety of meals I love, and avoid cooking after a long day."
Acceptance: users can make multiple food orders from different restaurants and have them delivered together.
Reaching the right users
Target audience
Primary: Gen Z and Millennial professionals (19–38). Secondary: working professionals (28–55). Core: tech-savvy individuals, students, and busy professionals who value convenience and flexible ordering.
Distribution channels
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Social media: paid campaigns and organic content across posts, stories, and short-form video.
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Restaurant partnerships: flyers, banners, and in-store promotion across participating restaurants.
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Email campaigns: re-engagement, order reminders, and feature awareness.
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In-app promotion: targeted visibility for users in the rollout market.
Three takeaways
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The most valuable features convert friction into reactivation
OrderMore isn't simply a convenience feature, it directly addresses the reason a real user left the product. The most impactful opportunities often turn an existing 'no' back into a 'yes.'
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A PRD is a thinking framework before it's documentation
Writing the PRD forced clarity around what truly belonged in the MVP, what could wait, and what wasn't worth pursuing at all. The structured thinking behind it mattered more than the document.
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GTM belongs inside product thinking, not after it
Audience, positioning, and distribution shape what gets built. Treating GTM as a final-stage handover almost always produces a feature looking for a market.