Airlift Express - A Grocery Delivery Website
ROLE
Researcher & Product Designer
INDUSTRY
Quick Commerce
OVERVIEW
Airlift Express is an online grocery delivery platform aiming to deliver essentials within 30 minutes. This project focuses on improving the overall user experience of the website by identifying usability gaps and rethinking how users navigate, explore, and complete purchases. Through research, testing, and iterative design, the goal was to create a more intuitive, efficient, and user-friendly experience, presented as a case study.
PROBLEM
Users were not effectively purchasing groceries through the website due to a confusing and overwhelming experience. The current flow pushed users directly into the catalogue without proper guidance, leading to difficulty in navigation and decision-making. Key actions like checkout were hard to locate, and intrusive elements like location pop-ups disrupted the journey. As a result, users experienced friction throughout, especially new and older users, which led to drop-offs and low conversion.
SOLUTION
The solution focused on simplifying the user journey by introducing a structured and guided experience. A landing page was designed to ease users into the platform instead of pushing them directly into the catalogue. Navigation was improved to make key actions like browsing, setting location, and checkout more accessible and intuitive. The experience was refined through usability testing and iteration, resulting in a cleaner interface, clearer flow, and a more seamless path from discovery to purchase.
