A subscription-first delivery app for people who just want milk on their doorstep every Tuesday without thinking about it.
The problem
Households don't forget to want dairy. They forget to manage the logistics. The opportunity: a subscription model with enough friction removed that it just works in the background.
Inconsistent delivery
No reliable windows — users couldn't plan around it
Too much management
Modifying recurring orders required too many steps
No premium signal
Generic apps don't communicate quality or provenance
Who I designed for
Persona 01
Sarah K., 34 — Toronto
Busy parent, two kids, works full-time
"I just want to stop thinking about whether we have milk."
Persona 02
Marcus R., 29 — Vancouver
Food-conscious, cooks from scratch
"I want to know where this came from and feel good buying it."
Journey mapping
Mapping the emotional journey made the design targets obvious — the anxiety between order and delivery was the real problem, and it wasn't in the original brief.
"The delivery moment is the whole product. Every screen before it exists to reduce friction between sign-up and that first doorstep drop."
What I took away
I'm open to senior and lead product design roles. Let's see if we're a good fit.