Redesigning EatClub’s Food Delivery Experience
Role
Lead UX Designer
Timeline
3 years
Teams
Product, Marketing, Developers, Visual Designers
Platforms
Mobile (Android, iOS)
Desktop
The Problem
EatClub, a rising competitor in India’s food delivery market, was struggling with poor user retention and low order conversion rates on its mobile apps.
With aggressive competition from giants like Swiggy and Zomato, the leadership team set a goal to increase conversion rates by 15% over the next quarter while establishing a cohesive design language across all digital touchpoints.
My Goals
-
Create a scalable design system for future product consistency
-
Streamline key user flows: discovery → cart → checkout
-
Improve visual appeal to match user expectations from modern food appsI
-
Collaborate tightly with engineering to ensure feasible handoffs and dev-ready assets
Research & Discovery
Methods Used:
-
Heuristic analysis of the existing app
-
Benchmarking against top competitors (Swiggy, Zomato, Uber Eats)
-
Customer support feedback analysis
-
Google Analytics funnel drop-off review
Key Insights:
-
Users felt overwhelmed by visual clutter and inconsistent layouts
-
High abandonment rate during menu browsing and cart stages
-
Lack of trust due to poor UI polish and broken micro-interactions
Phase 1
Establishing a Design Foundation
Goal: Standardize the design language to ensure consistency across platforms.
Approach:
-
Conducted UX audits and identified inconsistencies.
-
Created a design system (typography, colors, iconography).
-
Documented guidelines for future designers.
Impact:
-
Faster design iterations and developer handoff.
-
A more cohesive and professional look across iOS, Android, and desktop.
Phase 2
Improving User Flows & Conversion Rates
Goal: Increase conversions and reduce drop-offs through improvements in the user journey
Approach:
-
Conducted user interviews & SWOT analysis.
-
Identified bottlenecks in key user journeys (ordering, checkout).
-
Redesigned screens using Nielsen Norman’s usability principles and A/B testing.
Impact:
-
40% increase in conversion rate.
-
20% drop in user drop-offs in the first year.
Project study: payments
The payment page is a critical touchpoint in the user journey—any friction here can lead to drop-offs and lost conversions. When I joined EatClub, the payment experience was cluttered, confusing, and causing unnecessary delays in order completion.
Through strategic UX improvements, I redesigned the payments page to be simpler, faster, and more intuitive, ensuring a frictionless checkout process. Below is a breakdown of how the UI evolved over time.
🚀 Let’s take a look at the transformation!
Before Redesign : Identifying the problems
-
Cluttered UI: Too many elements on the screen made it overwhelming.
-
High Drop-off Rate: Users abandoned checkout due to friction in the payment process.
-
Lack of Clear Progress Indicators: Users were unsure how long the payment process would take.
V2.0 - UX Solutions & Redesign Approach
-
Simplified Layout: Reduced visual clutter and focused on key payment details.
-
Streamlined User Flow: Minimized steps to complete the payment, reducing friction.
-
Added Progress Indicators: Clearly showed where users were in the process, reducing uncertainty.
-
Enhanced Payment Options: Made popular payment methods more accessible and visually distinct.
After Redesign: The Improved UI & Results
-
Clean, flat UI design for improved user flow
-
Iconography made uniform
-
Sections with offers highlighted, but not disrupting user journey
-
Most important order details highlighted in the header
-
All sections custom formatted to recognisable patterns
Current Version: The Improved UI & Results
-
Simplified Layout: Reduced visual clutter and focused on key payment details.
-
Streamlined User Flow: Minimized steps to complete the payment, reducing friction.
-
Added Progress Indicators: Clearly showed where users were in the process, reducing uncertainty.
-
Enhanced Payment Options: Made popular payment methods more accessible and visually distinct.
Design Approach
1. Creating the EatClub Design System:
-
Defined color palette, typography, spacing tokens, and reusable components
-
Established atomic design principles for scalability
-
Created design documentation for cross-functional adoption
2. Improving the Discovery Flow:
-
Simplified category navigation
-
Added quick filters and “Popular Near You” cards
-
Optimized scroll performance by working closely with engineers
3. Redesigning the Checkout Experience:
-
Reduced steps from 5 screens to 3
-
Introduced sticky cart summaries
-
Added delivery time estimates upfront
4. Adding Microinteractions:
-
Subtle animations for cart updates and order confirmations
-
Error handling states for payment failures
Final UI
-
Home Screen: Visually rich, location-based suggestions
-
Individual Brand Page: Emphasis on food photos, quick add-to-cart, multiple navigation options
-
Cart & Checkout: Streamlined, trust-building UI elements
-
Order Confirmation: Delightful animation to close the loop
Home Screen
Visually rich, location-based suggestions
BEFORE
AFTER
Cart Page
Streamlined, trust-building UI elements
BEFORE
AFTER
Results and Impact
-
+18% increase in order conversion rate (surpassing goal) in the first year
-
22% reduction in checkout drop-offs
-
Improved App Store ratings from 3.8 when I started to 4.7 at the time of resignation
-
Design system successfully adopted by engineering for future feature rollouts
Collaboration & Handoff
-
Weekly syncs with product and dev teams
-
Maintained Figma handoff files with Dev Mode annotations
-
Ran QA sessions pre-launch for design fidelity checks
Reflection
This project taught me the impact of scalable design systems and the value of data-informed UX decisions.
Working under tight launch deadlines, I learned to balance design ambition with tech and marketing constraints, while keeping user experience at the center.