This project was a fundamental, end-to-end redesign of the FreshDirect mobile application. The initiative was twofold: first, to create and implement a completely new, native-focused design system for the US-based team.

Second, to overhaul the core user experience, with a specific focus on clarifying FreshDirect's two distinct delivery models: "Scheduled" and "Express." The project involved deep, side-by-side collaboration with developers and product managers to transform the app from a dated, web-like interface into a premium, intuitive, and truly mobile-native experience.

The existing FreshDirect mobile app suffered from two critical, intertwined issues that compromised the user experience and failed to reflect the premium quality of the brand.

• A "Web View" Experience:
  

  The application looked and felt like a poorly optimized mobile website, not a modern, native app. This resulted in a clunky, unresponsive interface that lacked the polish and intuitive interaction patterns that mobile users expect. There was no consistent design language, leading to a disjointed and unprofessional user experience.

• Critical Lack of Context
  

  A major point of friction in the user journey was the complete lack of clarity around FreshDirect's delivery options. The app presented "Scheduled" and "Express" delivery without any explanation or guidance. Users were left confused about the differences in speed, cost, and product availability between the two services, leading to uncertainty, incorrect selections, and frustration during the crucial final steps of placing an order.

These problems combined to create an experience that was not only difficult to use but also eroded customer confidence at the most critical moments.

The redesigned FreshDirect application successfully transformed the mobile channel into a best-in-class experience.

The implementation of the new design system immediately elevated the app's look and feel. The experience is now polished, professional, and cohesive, aligning the digital platform with FreshDirect's premium brand identity. Users now enjoy a modern, intuitive interface that is a pleasure to use.

The new delivery selection experience has been a resounding success. By providing clear, in-app context, users can now easily understand the benefits of both Scheduled and Express delivery. This has removed a major point of friction, leading to increased user confidence and likely a higher rate of completed orders.

The new design system has become an invaluable asset for the internal teams. By working side-by-side with developers and PMs during its creation, a shared understanding and language were established. This has streamlined the entire product development lifecycle, enabling teams to build and ship new features faster and more consistently.

Ultimately, the project did more than just give the app a facelift. It rebuilt the app's foundation, solved a critical user pain point, and created a scalable system that empowers FreshDirect to continue innovating and delivering a superior customer experience.