It's easier than opening the fridge. Mobile app and website redesign
Rethinking a mobile app and website for a leading independent food tech startup in Russia and other CIS countries. When marketing has worked ↗ and installs grew 6.9 times, and the following bottleneck was discovered: a user who was attracted got into the app and found himself in a different reality. The interfaces did not meet either the new level of the product or the conversion tasks. We set out to redesign: the service worked in 20+ cities, and we needed a single system that scales rather than crumbling with every new city or destination.
Two users, two flows
Two fundamentally different types of users required different solutions. A private person orders meals or arranges an errand. The corporate one connects meals for the team or courier service. We've completely separated these flows; they don't overlap in the interface. We separately took into account that delivery service is a habit, not a one-time purchase, so we designed a customizable My screen: selected restaurants, frequent orders, personal sections for each user.
Mobile app
The main flows were designed for the mobile application: onboarding, main navigation, a catalog with filters, and an instructions section. Onboarding is designed so that the user understands the value of the service before the first order, and not after. The basket and checkout were combined into one screen — every extra step in the checkout is the percentage of lost orders.
Site
All the main pages and the corporate section have been developed for the site, the dynamic part — categories, tags, points, product cards, authorization, checkout and an illustrative system for all sections. The structure was designed so that there were a minimum number of clicks from choosing a restaurant to placing an order.
A system that is scalable
All components, styles and patterns have been assembled into a single design system that scales to new cities and destinations without having to start from scratch. This foundation turned out to be working: by the end of 2021, the turnover amounted to 363 million rubles, in the first 11 months of 2023, it was already 500 million rubles, and revenue increased by 6 times year-on-year.
