Designing clarity by guiding a last-mile delivery startup from uncertainty to structure.
The initiative for a last-mile food delivery app and website began without a clearly defined scope, so I took the lead in defining and refining the customer user flow to clarify the project’s direction. Through this process, I helped the team establish a strong UX foundation and align on the product’s goals and requirements for both customer-facing and merchant-facing experiences.
In addition to the consumer app, the project included a B2B component that required a dedicated platform for merchants. I designed a separate onboarding flow that allowed restaurant partners to easily sign up, list their offerings, and manage incoming orders within a simple, intuitive interface. This dual-focus approach ensured a seamless experience for both end users and business partners.
To shape the experience, I introduced user-centered design methods, including journey mapping to define user goals and behaviors. I created multiple low-fidelity wireframes to visualize how users (both customers and merchants) would interact with the app. These iterations helped refine layouts, reduce redundancies, and streamline the MVP for production readiness.
Turning research into real, fundable impact
To validate the design direction, I performed a competitor audit and created detailed user journey maps that guided the high-fidelity prototypes. I also facilitated a remote usability study to evaluate the app’s first build and uncover opportunities for refinement. The results showed that while users understood the concept, some struggled with tasks due to pre-existing expectations from similar apps. These findings guided key design refinements presented to stakeholders.
Following the usability study, I led the design improvements for Phase 2, resulting in a more intuitive and user-friendly experience. The redesigned MVP helped the client secure venture capital funding, validating both the product concept and the design approach.
This project showcased my ability to lead a product through every stage of the design process, from research and flow mapping to high-fidelity design and usability testing, turning an undefined concept into a clear, validated, and investor-ready solution.
