We ask for almost nothing.

Every field in a signup form is a reason to close the app. Most food marketplaces ask for eleven.

The temptation is to collect preferences up front: dietary needs, favourite cuisines, budget, neighbourhood. It makes the first feed look personalised and costs a large share of your signups.

We ask for the minimum required to show real offers, and learn the rest from behaviour. What somebody actually orders on a Tuesday is better data than what they claimed to like during onboarding.

Preferences stated before the first order describe an aspiration. Preferences inferred after ten describe a person.

The result is a first session that is slightly less tailored and dramatically more likely to happen at all.

signup form fewer fields onboarding inferred preferences first session

Written by the Forsa team, Amman. Read next