A comprehensive redesign of India's leading grocery and milk delivery app, transforming the daily shopping experience through intuitive design, seamless navigation, and reliable service.
App Interface Preview
Doodh Vale is a comprehensive platform designed to revolutionize how people order groceries and milk in today's fast-paced world, providing a hassle-free and time-saving solution for daily needs.
India's online grocery market has experienced significant growth, with increasing demand for convenient and reliable delivery services. However, many existing platforms struggle with complex navigation, payment issues, and scalability challenges.
Doodh Vale, as a pioneer in daily milk delivery expanding into full grocery services, faced the challenge of integrating multiple payment gateways, ensuring smooth navigation, and addressing scalability to accommodate growing user demand.
Our comprehensive redesign aimed to transform Doodh Vale from a basic ordering app into an intuitive, reliable platform that simplifies the daily grocery shopping experience while building user trust through seamless functionality.
12 weeks (Research, Design & Testing)
UX Designer, UI Designer, Developers
Mobile App (iOS & Android)
UX/UI Designer
Complex Navigation
Limited Payment Options
Performance Issues
Basic User Experience
Intuitive Navigation
Multiple Payment Gateways
Scalable Architecture
Enhanced User Experience
Doodh Vale faced three primary challenges that impacted user experience and business growth: integrating multiple payment gateways, ensuring smooth navigation, and addressing scalability issues to handle increasing user demand.
Users encountered friction during payment processes, difficulty finding products, and performance issues during peak usage times, resulting in abandoned carts and reduced customer satisfaction.
Integrating multiple payment gateways with different technical requirements, documentation, and security considerations while ensuring a seamless user experience.
Creating an intuitive navigation system that allows users to effortlessly browse products, locate items quickly, and proceed smoothly through the ordering process.
Addressing performance bottlenecks and ensuring the app could handle growing user demand without compromising speed, reliability, or user experience.
Transform Doodh Vale into a reliable, intuitive platform that simplifies daily grocery shopping through seamless payment integration, effortless navigation, and scalable architecture.
How technical limitations and UX issues were creating friction in the daily grocery shopping experience
Users struggled to locate items quickly in the app
Users experienced issues during checkout process
Slow loading times and crashes during peak hours
Too many steps required to complete an order
Users struggled to find products quickly due to complex categorization and limited search functionality. The navigation system didn't accommodate different shopping patterns and preferences.
Limited payment options and technical issues with gateway integrations created significant friction during checkout, leading to abandoned carts and lost sales.
The app experienced slow loading times and crashes during peak usage hours, frustrating users and undermining trust in the reliability of the service.
A comprehensive research approach to uncover behaviors, motivations, and pain points of grocery delivery users in India
20 in-depth sessions with regular grocery delivery users, occasional users, and those who abandoned the platform.
250+ responses on grocery shopping preferences, delivery expectations, and payment preferences across India.
8 leading grocery delivery platforms evaluated for UX patterns, payment options, and navigation systems.
Observed 30+ users navigating the existing app to identify specific pain points and confusion areas.
82% of users prioritized fast checkout and quick delivery over extensive product selection. Users wanted to complete orders in under 3 minutes.
75% of users wanted multiple payment options including UPI, credit cards, debit cards, and cash on delivery to accommodate different preferences.
68% of users abandoned carts when they couldn't find products quickly. Clear categorization and effective search were essential.
71% of users cited reliability as their primary concern, including app performance, delivery timeliness, and order accuracy.
63% of users wanted personalized recommendations based on their purchase history and preferences to save time.
57% of users wanted better order tracking and management features, including the ability to modify orders and schedule deliveries.
IT Professional, 32 • Bangalore
Works at a tech company with long hours, needs quick and reliable grocery delivery. Tech-savvy but time-poor. Values efficiency and convenience above all else.
"After a long day at work, I just want to quickly order my regular groceries and have them delivered reliably. I don't have time to navigate complex apps or deal with payment failures."
Homemaker, 38 • Mumbai
Manages household for family of four, plans meals weekly. Values quality and freshness. Not extremely tech-savvy but comfortable with mobile apps for convenience.
"I need to know that the fruits and vegetables I order will be fresh, and that my delivery will arrive when promised. I also want to easily find what I'm looking for without getting lost in the app."
Mapping the complete grocery ordering journey from initial app opening to delivery revealed critical pain points and opportunities for improvement at each stage.
"I tried using Doodh Vale for my weekly groceries, but the app was so slow and kept crashing when I tried to check out. When I finally managed to complete my order, the payment failed three times. I ended up going to the local store instead, which defeated the whole purpose of using a delivery app."
- Rajesh Kumar, IT Professional from Bangalore
A comprehensive redesign focused on seamless payment integration, intuitive navigation, and scalable architecture
Our solution addressed the fundamental pain points through three interconnected pillars that transformed the user experience from frustrating and unreliable to seamless and trustworthy.
Seamless integration of multiple payment options including UPI, credit/debit cards, net banking, and wallets with robust error handling and fallback mechanisms.
Redesigned information architecture with smart categorization, predictive search, and personalized browsing to help users find products quickly and effortlessly.
Robust backend infrastructure with load balancing, caching mechanisms, and optimized databases to ensure smooth performance during peak usage.
Intuitive search with filters, categories, and personalized recommendations based on user behavior and preferences.
Streamlined cart with quick edits, saved items, and smart suggestions for frequently purchased products.
Multiple payment options with secure processing, saved preferences, and one-tap reordering for regular customers.
Real-time order tracking with accurate ETAs, delivery personnel details, and seamless communication.
A centralized payment system that integrates multiple payment gateways with robust error handling, automatic fallback options, and seamless transaction processing for a frictionless checkout experience.
A redesigned information architecture with smart categorization, predictive search, and personalized browsing patterns that adapt to user behavior for effortless product discovery.
A robust backend infrastructure designed for high performance and scalability, with load balancing, efficient caching, and optimized databases to handle peak traffic without compromising user experience.
Measurable improvements across user experience, business metrics, and platform performance after implementing Doodh Vale 2.0
Reduction in average checkout time with streamlined payment process
Increase in successfully completed orders post-redesign
User retention rate improvement over 90 days
Successful payment transactions with multiple gateway integration
2.8 minutes
Average checkout time
57% success rate
Payment transactions
43% completion
Order completion rate
1.5 minutes
Average checkout time (45% faster)
72% success rate
Payment transactions
81% completion
Order completion rate (38% improvement)
Increase in monthly revenue post-redesign due to higher order completion
Decrease in customer support queries related to payment and navigation issues
Return on design investment within first 8 months post-launch
"The new Doodh Vale app is so much easier to use! I can find what I need quickly, and the payment process is seamless. I no longer have to worry about my payment failing or the app crashing during checkout. It's made my weekly grocery shopping so much more convenient."
- Priya Sharma, Regular User from Mumbai
The Doodh Vale 2.0 redesign demonstrates that in the competitive grocery delivery market, seamless payment integration, intuitive navigation, and scalable architecture are essential for building user trust and driving business growth.
By systematically addressing the core challenges around payment friction, navigation complexity, and performance issues, we transformed Doodh Vale from a basic ordering app into a reliable, user-friendly platform. The redesign empowered users with a seamless shopping experience while delivering significant improvements in key business metrics.
72% payment success rate through multiple gateway integration with robust error handling and fallback mechanisms.
45% faster checkout with intuitive navigation, smart categorization, and predictive search functionality.
38% increase in completed orders and 34% higher revenue, demonstrating improved user experience and trust.
Scalable architecture with load balancing and optimized databases ensuring smooth performance during peak usage.
Based on the success of Doodh Vale 2.0, we're expanding the platform with AI-powered recommendations, voice ordering, and enhanced delivery tracking features.