Deliveroo Design

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When designing a product, you might wonder if one concept fits all. If you can simply get it translated and reproduce it across markets. Today, you will see why 99% of the time, the answer is no.

Since last January, I have been working at Deliveroo as their first in-house language specialist. Our localisation team covers 12 markets and 11 variants (e.g. British and Australian English are variants of the English language).

I’m a pioneer. This was my very first impression as I started delving into various projects. There are processes to set up for future linguists and reference documentation…


Our content designers work across all of our consumer, rider and restaurant products — collaborating with a diverse set of disciplines, from design and research to product management, brand, legal and engineering. Here’s a day in the life of Rhiannon Jones, Staff Content Designer at Deliveroo…

9am-10am: Standups

Each morning, I’ll drop in on the standup meetings of the teams I’m working with and check in with them. I prioritise content-heavy projects (where we’re introducing a new feature, for example, or creating a text-based flow) and temporarily embed myself in that team. I have autonomy over what I prioritise, which…


How often have you heard “It does not fit in, this language is too long”, “just release in English, we will get the translations later” or “can you use google translate?”…

Historically, localisation is a thought-after process, something you don’t need to think about until the very end. It can often be seen as a bottle-neck for product release.

Well, I wanted to change that mentality.

It all started with a coffee and a Swedish cinnamon bun with Aimee Quantrill, our Content Design Lead. We envisioned a type of bridge that would connect our design tool, Figma and our localisation…


How might we communicate the value of our design system? How do we measure success? These are the questions that occupy the minds of many in our field. We strive to find answers to these, but let’s take a step back for a hot minute and look at the bigger picture.

Before we can answer these questions with confidence, we first need to understand the health of our design system. What is that you say? Well, to me anyway, it means establishing a set of methods and measures that will give us a pulse on how we’re doing. Think of…


It’s never too late to make the switch

As a prospective content design intern, my first proposed edit was to the job title

The word ‘intern’ has strong connotations of youth and inexperience. Why then, would a not-recent-university-graduated adult (like me!) choose to seemingly stall, or go backwards, in their career and do an internship instead of a “real job”? An understandable question.

A year ago, I’d been out of university for four years, and I was just starting to find my feet in the world of work. …


Three reasons I decided to come full circle

In 2017, after sixteen years of being an employee — at a think tank, an innovation consultancy and a start-up — I went freelance. Granted, this wasn’t entirely by design; being made redundant while on maternity leave somewhat forced my hand. But in a plot twist I hadn’t foreseen, I left the world of permanent employment (and my baby daughter) behind and found myself embarking on a new path as a contractor in tech.

For the next two and a half years I worked with several pre-revenue start-ups as well as big tech scale-ups, including Deliveroo. …


People are still asking.

Most articles explaining content design and its “value” bug me. They focus on how important it is to have someone around to fix your poorly written error messages and your uninspiring empty states. Table stakes, I say. Articles like these underestimate not only content designers, but also their readers.

Okay. Yes. We write error messages and empty states. But these examples (appear to) isolate copy from the design and engineering of an experience. They can be tucked into a comfortable corner of understanding. You do this thing and it doesn’t touch my thing and we all…


As a recruiter, I’ve attended more design events than I can count – in different offices, on different themes and with different sizes of business…Some more memorable than others!

A few weeks ago, we hosted our first ever Design Leadership event at the delightful Deliveroo HQ here in London. Welcoming almost 50 external guests into the office and lining up our panel of experienced design leaders.

There’s a few things that reign consistent at most good meet-ups; there’s always pizza and there’s always booze. …


I used to think “inspiration” was one of those words like “passionate”, or “empowered”. People love to use it to mean anything and everything. As the artist Chuck Close said: “Inspiration is for amateurs. The rest of us just show up and get to work.”

But then I started to think about how I make choices as a content designer. Sometimes my choices are guided by rules, like a content style guide. Sometimes they’re made for me by technical constraints, or by the need to keep content consistent with the way we’ve done it before. Sometimes I look at competitors’…


Designs are done, content is finalised, engineers have worked on the internationalisation process and you’re ready to start localising in one or several languages…What’s next?

What’s translation memory?

Maybe you outsource localisation, maybe you do it internally — whatever you do, linguists are going to ask about reference material and translation memory (TM).

Translation memory is a database of previously translated content. It contains segments (units of text such as sentences or paragraphs) in your source (original) and target (translation) languages.

Translation memory divides segments into different match levels:

  • 101% match
  • 100% match
  • 95–99% match
  • 85–94% match
  • 75–84% match
  • 50–74% match
  • 0–49% match

Deliveroo Design

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