Elevating grocery delivery for a London startup.

I designed iOS and Android experiences for DeliverMeat’s partners, drivers and customers.

Using Adobe XD, Illustrator and Photoshop, I worked through many iterations that improved the overall customer experience. I ran market research, reviewed the branding and reused components strategically. Testing found real pain points, and the design moved from sketches to mid-fidelity wireframes to final visuals — a user-centred, multi-platform solution for meat and grocery delivery.

Delivery services have advanced, but meat and grocery delivery still lacked a seamless, user-centred experience for partners, drivers and customers. Existing platforms didn’t have the intuitive design or efficiency to meet everyone’s needs.

I worked closely with the engineers and the founder, bridging design and technical implementation. Good communication between us meant I could translate the founder’s vision into a solution that was both appealing and easy to use.

1. 01

   Empathize

2. 02

   Define

3. 03

   Ideate

4. 04

   Prototype

5. 05

   Test

We studied the fast-growing on-demand food and grocery sector, including InstaGrocer, Meats2You and Uber Eats — all offering app ordering, delivery tracking and payments. InstaGrocer led on grocery range; Meats2You on meat quality. We saw room to stand out with a wider product range, a better experience, efficient logistics, competitive pricing and strategic partnerships.

• Limited product variety

  InstaGrocer had little meat; Meats2You had few groceries. Neither was a one-stop shop.

• Inconsistent experience

  Unintuitive navigation and occasional delivery delays frustrated customers and hurt retention.

• Pricing

  Some customers felt they paid too much for the convenience.

• Delivery efficiency

  Long delivery times and missed deliveries hurt satisfaction.

The aim was an appealing, easy interface within limited resources and strict brand guidelines. The client wanted a vibrant, bold app, so we paired the primary red with lively supporting colours and bold illustrations — balancing energy with usability. Careful typography, iconography, navigation and interaction design served customers, partners and drivers alike.

The home page brings together navigation, filters, promotions and location detection. Results change with the user’s dietary requirements.

Goal 1 · Visual appeal

The first designs lacked consistency and clarity. We added elements, made styles consistent and brought in vibrant colour to match the app’s lively personality — relaxed, but polished. Added elements · Refined font styles · Consistent button styles.

Old design

New design

Goal 2 · Marketing and features

Next we filled the gaps: marketing elements like offers, and essential features such as choosing a product’s quantity. Refined card styles · Added features · Food quality labels · More visible cards.

Old design

New design

Goal 3 · Streamlined navigation

Testing showed people struggled to move between pages, so we expanded the functional pages to make the flow smooth and confusion-free.

Search helps people find dishes and groceries, and suggests top categories based on their needs.

• Alex · 35 · software engineer

  Short on time, wants quality

  Values quick delivery and a healthy diet. Needs a fast ordering process, reliable timing and fresh products. Orders regularly, likes personalised recommendations and picks delivery times around work.

• Sarah · 30 · stay-at-home mom

  Shopping for the whole family

  Prioritises family health and stress-free shopping. Places large orders, uses customisation for different preferences, and appreciates occasional promotions.

Alex

Sarah

A better ordering page lets people choose quantities, weights and add special instructions.

Mapping Alex’s and Sarah’s daily struggles, desires and feelings guided a personal, stress-free and efficient shopping experience.

Improved pick-up and delivery pages with better time management and interactive maps.

Delivery

Delivery

Delivery

Pick-up

Pick-up

Pick-up

The orders tab shows current status and past orders. In their account, people edit personal details, set up payment, contact help and support, and find promo codes.

Primary red — the most attention-grabbing colour

#E8121F

Black

#000000

White

#FFFFFF

A multicolour secondary theme makes the interface more attractive and catchy. Typography uses the Avenir family: Black, Heavy, Medium, Roman, Book and Light.

• Consistency

  Navigation, buttons and icons stay consistent and predictable.

• Clarity

  Clear, concise language and labels. No jargon.

• Efficiency

  Fewer steps, and shortcuts where possible.

• Security

  Protect user data and transactions to build trust.

• Cross-platform

  A consistent experience on iOS and Android.

Partner screens give stores instant access to current and past orders, finances, upcoming orders, driver and customer details, licensing, opening hours and product management.

Driver screens surface order history, earnings, upcoming orders, store and customer details, licence validation and vehicle details.