Purveyors of delicious ice cream treat's to the entire UAE
Desert chill is a delivery service in the UAE that brings the ice-cream van experience to your door.
UI/UX, Branding, Illustration.
Desert chill was being forced out of the market due to the rise of Deliveroo and Uber Eats. The brand had to become competitive in the market place by developing an app that offers a convenient and similar experience to their customers.
To connect to their customers in real-time and create a seamless and efficient app for Desert Chill.
We developed a list of all key stakeholders and conducted a workshop where we discussed the key functions of the app for the key target audiences. We discussed how we wanted this tool to grow, evolve and developed multiple key functions to take forward. We mapped out the customer journeys and looked at ways to add value to the USP without taking away the experience of the Ice cream van man.
From this, we made a lean list of feature requirements for the App. We determined a customer should be able to…
Create a profile and save multiple addresses
See driver location and determine delivery times
Generate minimum order from the delivery radius
Order for now or book an event
Add the payment details
Have a pay by cash option to work well in the GCC
Option to contact driver once the order is confirmed
See real-time progress reports
Receive push notifications on truck locations and offers or events
We connected with 200 of Desert Chill’s target customers via a questionnaire to gather information on customer needs and any pain points they may have. The results showed that most of the customers felt there was a lack of information on delivery times and not being able to plan around this.
We were able to analyse date from the company’s purchase history and we noticed that the majority of Desert Chill's web traffic was for less than 50 seconds, which meant customers were simply looking to connect with the nearest driver and place an order.
This data also allowed us to identify key personas from the types of orders being placed, for example, every day orders which were mainly from families vs event bookings which were from corporate companies.
Following the workshops and research stages, I began designing a visual language of colour, typography, and scale for the tool. I approached this in two ways, firstly bottom-up, I designed individual visual elements and established conventions, behaviour for buttons and interactive elements.
I then also took a holistic view of the system ensuring that all elements worked together. This meant standardised spacing, a consistent colour scheme, type sizes pulled from our living style guide. This brought the UI together and painted a cohesive experience for our user.
Designing the Flow
First, I tackled the ordering journey, this is split up into two paths. Path one is for immediate bookings under the order now button which we aimed to have mostly automated after the first order to make the flow more efficient.
The other path is to book an event which has to be booked a day in advance and requires more details and stages, for example, time of the event, the longevity of the event, type of event, budget and so on.