Enabling food sales through the online delivery platforms of Deliveroo & Thuisbezorgd.



Albert Heijn wants to develop its propositions in the ‘foodservice’ market through food delivery via online platforms such as Deliveroo & Takeaway. A project has started to realize these ambitions in the stores.


My Job

As an information analyst / service designer I was asked to join the team in order to create a vision of the end state for this product for the users. I was responsible for a technical assessment of the front-end possibilities & configuration within the Deliveroo & Thuisbezorgd app and a back-end assessment of all supporting processes. During the development sprints I have guided the product owner, the designers, the merchandisers and the developers to implement a solution to realize a first end-end flow.



During the kick-off of the project, I have guided a business sprint which resulted in several defined MVP’s. During numerous workshops, store visits, stakeholder interviews and technical sessions I have collected all needs and wishes using user centered principles. In an agile team I defined the requirements and conceptualized the possible solutions in schematics, visuals and flows to deliver an automated order flow from customer app to AH point of sales. The solutions for the various components in the order chain have been described in data models via UML & BPMN. The required information in the data files in JSON format have been described and have been modelled into visual mockups.

The integration has been delivered and tested in a pilot store. An end-to-end flow is realized from ordering through the delivery app to registration in the AH POS with supporting processes around financial reconciliation, replenishment and reporting. During the pilot there was a phase of ‘hypercare’ in which the team has done various debugging and optimization activities. Based on the Build-Measure-Learn principle I have created dashboards to measure the user behavior and the business results of the pilot assessing KPI’s.



Albert Heijn is now able to sell products through online delivery channels at scale. In an agile team I have worked out solutions for the automated integration between Albert Heijn POS and the different delivery platforms. This has been tested and delivered to the stores. An end-to-end flow has been realized from ordering the food through the app to the delivery of the meal, the financial reconciliation process and the replenishment of product stocks.



Launch Project

See it Live!