The Goal
Create a delivery platform for a local market where major apps hadn't penetrated. The solution needed to build trust with both businesses and consumers while being simple enough for first-time app users.
What I Did
Researched local market needs and user expectations
Designed familiar yet differentiated user experience
Created custom illustrations and playful brand identity
Built prototypes for user testing
Main tasks
Conceptualization & Research
Wireframing
Illustration
Brand Design
Local Market Collaboration
Engaged with local markets to identify consumer needs and collaborated closely with the startup team to curate the product selection
Used interaction patterns from apps users already knew (WhatsApp, social media) to reduce learning curve for first-time delivery app users.
Innovation and Adaption
Responded to the unique challenges of the COVID-19 pandemic by innovating in the delivery landscape of a Colombian town, where other delivery apps were less known
Playful Brand Identity
Created distinctive visual identity with custom illustrations and bright colors to stand out in a new market while feeling approachable and trustworthy.
Clear Onboarding
Designed straightforward onboarding flow optimized for users who had never used a delivery app before. Visual hierarchy focused on quick browsing and simple checkout.
Results
User testing validated core flows and understanding
Successfully adapted to unique COVID-19 market challenges
Demonstrated ability to design for emerging markets with limited resources
What Happened
The product was validated but didn't launch due to market timing. As a COVID-era startup, the founders (construction professionals) were able to return to their primary business when restrictions lifted, and the delivery app was deprioritized.
Key Takeaway
This experience taught me valuable lessons about startup realities and market timing. Even well-designed products need the right conditions to succeed. I learned to balance design excellence with business viability, and to recognize when external factors beyond UX can determine a product's fate.
What I'm Proud Of
Despite not launching, this project demonstrated my ability to:
Design for unfamiliar markets and first-time users
Create cohesive brand experiences from scratch
Adapt quickly to changing circumstances (COVID-19 pivot)
Work effectively in scrappy startup environments