Dátil
Grocery delivery app designed for recurring and essential orders. Reduces friction, saves time, and builds trust in fresh product purchases.
My Role
UX/UI Designer, Product Designer, Interaction Designer, Brand Designer, UX Researcher, Ideation Facilitator
Tools
Figma, FigJam, Adobe Illustrator, Photoshop, Notion, Google Forms
Timeline
2 months
Problem Overview
The use of grocery delivery services has grown in recent years, but users often encounter frustration rather than convenience. With high expectations for a service that simplifies a tedious, necessary task, poor UX can instead cause anxiety, confusion, and drop-offs. Common pain points include complex purchase flows, confusing navigation, missing items, and decision fatigue from cluttered interfaces.
Main Solution
I designed a grocery app around recurring orders, cutting unnecessary clicks and making shopping effortless. It builds trust with clear information on fresh products and a transparent rating system. Intuitive in-app paths, smart personalized lists, and a clean, streamlined interface reduce overwhelm, making users feel confident and in control every step of the way.
1. DISCOVERY
Research
Primary and secondary research was conducted to understand the user context and needs.
This included study of reviewed industry reports, UX case studies, and market trends on grocery delivery services, as well as a survey with 34 participants and 5 user interviews.
Participants were based in Spain, aged 30–40, of all genders, professionally active, and responsible for household groceries.
Some results from primary research
From the survey, I found that users generally have a quite good opinion of delivery apps due to the convenience, but strong dissatisfaction comes from trust-related issues, product quality concerns and poor in-app experience.
Analyzed elements: homepage, categories, strategy in purchase process, user flow, product info
Competidors
I analyzed Glovo, UberEats, Mercadona Online, Bonpreu, and Naturitas. This helped me identify market opportunities and categorizing user problems as unmet, partially solved, or already addressed by competitors.
The results clearly shows an opportunity in the market to improve the service and look for the implementation of new products and features.
Later on, the competitors benchmark was extended to other ecommerces such as Amazon and Mango to learn from their purchase processes and the best industry practices.
Affinity map
I clustered user needs and frustrations to find patterns.
Insights and painpoints
By triangulating and combining all data, I identified that Spanish professionals aged 30–40 want broad product selection with curated, minimal information to avoid overwhelm. They seek personalization for recurring purchases, reassurance about freshness, and emotional ease during repetitive tasks.
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Clear guidance on what to purchase
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Support in understanding product selections
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Personalized shopping experience
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Reinforce trust on fresh product purchase
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Discount visibility
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Improved categories and product selection
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Experience familiarity with the platform
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Solution for missed items
Journey map
The journey map revealed a noticeable drop in user satisfaction during the product browsing, selection, and post-purchase stages.
2. IDEATION
Ideation
Time to Ideate!
The ideation process was essential to transform user insights into meaningful solutions, bridging research with actionable design concepts. To do so I led brainstorming using AI tools like Jambot, ran co-creation sessions with coworkers, used Crazy 8s tool, sketching, and feature mapping.
HMW help users to reorder recurrent products while still giving them confidence in the product's current quality?
Core ideas implemented
Personalization
with List Creation
Enhace Trust
on Buying Freshes
Familiarity and UI Improvements
Users are guided to organize lists for their recurring orders, with a default setup that may include weekly fresh itemas, monthly purchase and water supplies. The main page adapts to their lists and needs, gradually suggesting additional lists based on their ongoing purchase behavior.
A feedback system is implemented where highly rated items receive a budget allocation, and the algorithm includes them in suggested weekly items. To encourage user ratings, a reward system is provided. To address user uncertainty, items are classified into three levels of ripeness. Expert articles are featured on the main page, alongside locally sourced fruits and vegetables.
Name-based greetings and a familiar tone are used to create a welcoming experience. The design emphasizes consistent use of white space, font weights, and clear categorization to guide user attention, complemented by warm, human-like touchpoints throughout the journey.
User flow
Competitor analysis showed that repetitive ordering is slowly emerging in the market but remains limited and understated. Some apps let users repeat past orders, yet this option is often hidden deep in the checkout flow. Others, like Amazon, offer item subscriptions, but these are low-visibility, end-of-process features limited to single products.
Research revealed that most users were unaware of these reordering options. To address this, I prioritized a first-time-user flow that clearly introduced recurring lists, aiming to integrate the feature seamlessly from the start in a way that feels intuitive and helpful.
Information Architecture
The Information Architecture is structured around six main areas.
3. PROTOTYPING and ITERATING
First Draft
I created low and mid-fidelity wireframes to explore structure, navigation, purchase process and reordering flows.
Usability testing - Iterations
I conducted moderated usability tests with three users to uncover pain points and improvement opportunities. The findings led me to further refine the repetitive order flow, clearly separating it from the purchase process. They also highlighted the need to reduce clicks and confusion early on: instead of a guiding menu, direct redirection to categories proved more effective. Additionally, adjustments to copy, spacing, hierarchy, and contrast were made to create a more digestible interface.
4. THE PRODUCT
Branding
The grocery delivery brand is warm and approachable, and blends freshness with friendliness through soft, vibrant tones. Its clean, modern aesthetic ensures clarity and trust, making every interaction feel easy, familiar, and human.
Main page
Guided list creation flow and catching clean brand
The main page features a clean, attractive, and on-brand design, centered around a prominent call-to-action. For users accustomed to traditional one-time grocery purchases, a secondary section offers quick access to single orders with a later redirection to recurrent ones.
Iterations
The banner’s contrast was enhanced to improve visibility and the effectiveness of the CTA.
Regular Purchase
List Creation and
Refill Option
A dedicated section allows users to personalize, create, and edit their shopping lists. The app proactively suggests lists by learning from user behavior, enhancing convenience. Once a list is established, users can complete recurring purchases in under three clicks, ensuring a quick and seamless refill experience.
Purchase Process
Top navigation bar and recurring option
The purchase process is streamlined with one-click sign-in, inspired by platforms like Glovo, UberEats, and Amazon. Users can easily choose between recurring or one-time purchases, while a top navigation bar with progress indicators clarifies their current step.
Iterations
User testing showed some call-to-actions were often missed; refining copy, visual hierarchy, and color combinations increased button visibility.
Product
Information
The product information features a clear ripeness indicator with three levels to help users choose the freshest items. Allergy information is prominently displayed to ensure safe purchasing decisions. A feedback system enables users to share their experiences, enhancing overall trust and quality.
Ripness levels and
feedback system
Artificial Intelligence Integration
AI analyzes real user feedback on product freshness to classify items and generate personalized shopping bags and recurring lists. By tracking purchase frequency and usage patterns, it predicts when essentials need reordering, sending timely reminders and auto-generated lists. It also tailors product and recipe recommendations to match each user’s dietary restrictions, health goals, and personal preferences.
Reflections and Future Developments
Future reflections will focus on evolving the recurring flow with deeper personalization, particularly through AI integration. A new research process will support testing of the hover function, aimed at better combining existing pantry items with new additions to the shopping list. Enhancing accessibility across the interface remains a key priority to be developed consistently throughout the app. Finally, further usability testings will validate both the recurring flow and product information to ensure clarity and ease of use.
Thanks for your attention!
