Project Overview
Freshly Dropped was born out of a hunger quite literally to solve a problem many people in urban cities know too well: long food wait times, hectic commutes to restaurants, and the uncertainty of food delivery quality. The idea was simple yet bold to build a food ordering and delivery app that didn't just connect users to restaurants but brought the meal prep process into focus, reducing delays and enhancing convenience. I joined as the Lead UI/UX Designer for the project, responsible for translating this vision into an intuitive, delightful, and efficient digital experience. Our goal was clear: create a food delivery platform that prioritized speed, transparency, and user trust without compromising on quality or delight.
The Problem
Urban dwellers often find themselves trapped between limited time and the need for good food. Traditional food delivery services had made some impact, but problems still persisted: inaccurate delivery times, poor communication between customers and kitchens, and a general lack of control over the ordering process. Restaurants, on the other hand, faced challenges in managing expectations. Order overloads, unclear delivery protocols, and poor tracking systems often led to customer dissatisfaction. Freshly Dropped wanted to solve this from both ends offering real-time order tracking, smarter delivery dispatch, and a smoother overall journey from order to door.
Research & Discovery
We began by mapping the entire food ordering journey from restaurant kitchen to the user’s plate. I worked with the product manager to conduct interviews with both ends of the equation: end-users who regularly ordered food, and restaurant partners who often felt overwhelmed during peak hours. From users, we heard a consistent frustration: "I don’t mind waiting I just want to know how long it's going to take, and be sure it’ll actually arrive." They also wanted food options categorized by timing, cravings, and reliability not just cuisine. On the restaurant side, it was clear they needed a way to manage orders more predictably. Many were using outdated systems or juggling too many third-party delivery services. We studied apps like Jumia Food, Chowdeck, Uber Eats, and DoorDash, but none offered a seamless blend of speed assurance, meal transparency, and customer personalization all at once.
Strategy
Our strategy focused on three pillars: Clarity, Control, and Craveability. The experience had to reduce friction at every step: choosing a meal, confirming availability, tracking delivery, and reviewing the experience. We envisioned Freshly Dropped not just as a utility but as a dependable daily companion. The homepage prioritized immediacy. I designed a layout that showcased "Quick Meals" food options available for delivery under 20 minutes along with a filter system based on cravings, meal type, and dietary needs. A built-in “Kitchen Queue” let users see if their order was in prep, waiting for pickup, or en route.
We kicked off with sketches and user flows focused on speed and feedback. Wireframes revolved around three main experiences: Discovery (browsing and selecting meals), Order (placing and tracking), and Delight (post-delivery feedback and reordering).
Freshly Dropped had to feel... fresh. I leaned into clean whites, bold accent colors like green and fresh mint green, and a custom set of food icons to bring charm to every screen. Microinteractions were also added and they made the app feel alive.
Impact
Conclusion
We worked closely with both delivery teams and restaurant partners during development. It wasn’t always easy syncing tech infrastructure with small restaurants meant training, onboarding, and co-designing some backend tools for simplicity. One of our biggest hurdles was real time location tracking. GPS inconsistencies in certain areas caused delays. We worked with the devs to create fallback protocols that estimated delivery ranges when exact positions weren’t available. Designing this product taught me how to create digital comfort in something as personal as eating. We didn’t just deliver food. We delivered reliability, reassurance, and just enough delight to make you smile while you waited.
Product Design
UX Design
Figma