Rosty

The lack of a unified digital flow for ordering, payment (QR), and fulfillment (pickup/delivery) results in a slow, non-personalized, and non-transparent user experience, leading to lower conversion rates and reduced repeat purchases.

Reduce order completion time, increase conversion, and drive repeat purchases by introducing a personalized, mobile-first experience with fast ordering, QR-based payment, and transparent fulfillment (pickup/delivery).

Conducted a competitor analysis of leading food delivery and coffee apps (Starbucks, Yandex Go, Samokat, Delivery Club, Dodo Pizza) to benchmark ordering, personalization, and fulfillment flows.

Identified key strengths, weaknesses, and opportunities to design a faster, more intuitive, and personalized user experience.

Defined key user personas based on behavioral patterns and ordering contexts (on-the-go, delivery, repeat orders) to better understand user needs and pain points.

This allowed prioritizing features such as fast reordering, personalization, and transparent order tracking.

To better understand the end-to-end user experience, I mapped the customer journey across the key stages of ordering coffee.

The goal was to identify friction points and uncover opportunities to simplify and optimize the flow.

Users value speed, simplicity, and repeatability in ordering, but existing solutions either lack personalization or overload the interface.

There is an opportunity to create a fast, intuitive, and personalized experience with clear order tracking for both pickup and delivery.

After synthesizing insights from research and competitor analysis, I transitioned to defining the visual system, focusing on color and typography to support usability and decision-making. The visual system combines a warm, coffee-inspired color palette with clean, highly readable typography to guide user attention, highlight key actions.

The onboarding flow was designed to minimize friction and get users to their first order as quickly as possible.

• Minimal number of steps

• Focus on immediate access to the product

• No unnecessary information or distractions

The sign-up flow was designed to be fast and effortless, reducing barriers to entry.

• Phone number-based authentication

• One-time code verification (no passwords)

• Minimal input required from the user

The home screen was designed as a central hub for quick actions, allowing users to complete their order with minimal effort.

• Quick access to popular drinks

• Reorder functionality for frequent users

• Clear category structure

• Personalized recommendations
  

The layout prioritizes speed and visibility, helping users make decisions quickly without navigating through multiple screens.

Personalisation was introduced to reduce repetitive actions and speed up the ordering process.

• Saved orders enable quick repeat purchases

• Recommendations highlight relevant drinks

• Content adapts based on user behavior

The checkout and order status flow was designed as a seamless end-to-end experience, from payment to pickup.

• Minimal steps to complete the order

• Clear and structured checkout process

• Immediate confirmation after payment

• Visual progress indicators for order status

• Clear pickup instructions

The goal was to reduce friction during checkout and eliminate uncertainty during the waiting stage, ensuring a fast and predictable user experience.

The project resulted in a fully designed end-to-end concept for a coffee ordering experience, covering the entire user journey from entry to pickup.

The final design demonstrates how prioritizing speed, repeat behavior, and clarity can shape a cohesive and efficient product experience, even at the concept stage.