UI Design

FreshDirect

FreshDirect is an online grocery delivery service offering a wide range of fresh produce and household items. Users can conveniently order groceries online and have them delivered to their doorstep.

My Role

Duration

Tools

UI Design
Design Systems
Prototyping
4 months
Figma

The Problem 🤔

The Solution 💡

FreshDirect faced challenges with its previous UI design on both mobile and desktop platforms. The interface lacked a cohesive structure, leading to potential usability issues and a less-than-optimal user experience. Additionally, the absence of a distinct personality in the design contributed to a less engaging brand interaction.

The redesigned interface ensures a more intuitive navigation experience, addressing the usability concerns. This not only improves the overall user experience but also strengthens FreshDirect's brand identity in the competitive online grocery delivery market.

The Caregiver 80%
The Innocent 20%

Simplified Product Page

Streamlined the presentation by discreetly concealing the Nutrition Facts, achieving a cleaner and more organized look. Additionally, infused a personalized touch by incorporating tailored product recommendations and recipe suggestions, enhancing the overall user experience.

Design System

Typography
Color Pallete
Icons
Buttons
Cards

Takeaways

• We redesigned the app to be more user-friendly and accessible for commuters
• Our innovative features removes the stress associated with commuting, resulting in a streamlined and inviting app experience.  
• UX research was essential in determining which features to prioritize, providing valuable insights for maximum impact.