Meet the Team at Gousto Tech — Ajay Shah — Product Designer
This post is part of our series interviewing members of our GoustoTech team. In this post, we meet Ajay Shah who is a Product Designer in our Beetroots squad.
What’s your favourite food?
This is such a hard question, can I only pick one?! After careful consideration, I’d have to say a creamy mushroom pasta.
Please introduce yourself and tell us about your role at Gousto.
Hi, I’m Ajay. I’m a Product Designer for the Beetroots squad, which is all about the customer sign up journey. I work on everything from the homepage to checkout for new customers that sign up to Gousto.
I’m also the interim Product Designer for the Haricots squad, which is responsible for delivering great customer care. Though hopefully not for long as we’re recruiting!
How long have you been at Gousto?
I’ve been at Gousto for 8 months now, I started working remotely during the pandemic. Luckily, I’ve been able to meet the team loads since joining and went into the office for the first time this month! Here’s a sneak peek inside the office!
Can you tell us a little about your journey before arriving at Gousto?
I’ve been a Product Designer for 4 years now. Funnily enough, I studied Geography and Economics at University and went on from there to the Consulting Graduate Programme at Deloitte Digital.
One of my first projects there was on a research project, where I worked with a Senior User Researcher. I started off taking notes in the sessions and progressed to leading them. This research sparked a passion in speaking with customers to get direct insight and feedback.
At the end of my first year there, I realised I enjoyed the research but didn’t want to then hand the project off to a design team. I wanted to learn about UX design and was offered the opportunity to join a project with the Home Office on the visa transformation programme, where I practised research and UX for 11 months. In this time, I undertook training internally, with the government and with Adobe to learn fundamental skills, including a good design process and inclusive design with accessibility in mind.
After 3 years at Deloitte Digital, I was keen for a change. Working for different companies in consulting was fun but it’s difficult to be passionate about each role when you’re frequently moving. I started thinking about what I was passionate about. For me, that was a strong product with a positive impact. These were values I could resonate with.
What made you decide to join Gousto?
When looking for my next role, it was important to me to look at the company’s impact and how I felt this would translate into my individual impact. I started looking at unicorn startups as I felt high growth would translate into a high level of personal learning. I also love food (who doesn’t?!).
So when I saw Gousto, a company that helps people to cook and reduces food waste compared to supermarkets, it felt like a perfect fit.
After each interview and meeting different members of the Gousto team, I wanted the role more and more as I saw how passionate everyone was about creating an amazing product that people love.
What has been the most exciting thing you’ve worked on at Gousto since joining?
I think the most exciting thing has been shaping how we run and validate experiments and the research tools that we use.
When I joined 8 months ago, we understood customers through two lenses — qualitative research or data we gathered following an experiment (A/B test). Since then, we’ve expanded the ways we gather insight from customers so that we can understand the customer better and more accurately identify opportunities. These include:
- exit surveys on the website to understand why people leave and don’t sign up
- unmoderated research to validate different ideas, from small copy tests such as the word ‘serving’ vs. ‘helping’ vs. ‘portion’, all the way to end-to-end tests of the sign up journey
- intercepting and speaking with customers in the journey whilst they’re in the mindset of signing up to Gousto
As a result of increasing our research touchpoints, we massively improved the success rate of our experiments which emphasizes the value of understanding our customer and their needs.
What’s in the pipeline that you’re excited about at Gousto?
I’m really excited that we’re pushing learning rather than solely focusing on delivery and increasing sign up conversion rate. By putting emphasis on discovery, we are working to better understand our customer.
Our learning objective is to understand a prospective customer’s first choosing experience when considering signing up to Gousto. I think it’ll help us really understand the journey prospective users go on when choosing recipes — How do they feel when choosing? What made them choose a certain recipe? Is there enough choice? Is there too much choice? There are so many questions to explore and unpack!
How would you describe the culture at Gousto?
It’s very collaborative, especially within the design team. It’s actually one of the reasons I joined, as I wanted to work in a team to accelerate my learning as a Product Designer. At Gousto, we collaborate regularly, pairing with other designs or getting critique on our work. These have been so helpful in improving my research and design skillset.
Why would you suggest that someone considers joining us at Gousto Tech?
For me, it has to be the blend of collaboration, autonomy and impact. We get to work on big projects with high customer impact rather than on small pieces of a big puzzle. For me, I love being able to work on all of the sign up journey which affects thousands of people daily.
It’s also such a nice environment to be in, where people are super passionate about creating an amazing product and everyone cares about having a meaningful impact on people and our planet.