Designing a Subscription-Based Dairy Delivery App

Nitin Bhatnagar
Nov 3 · 4 min read

Problem Statement

Company OrMilk wants to take organic milk and milk products to people. Daily needs like milk are critical every morning for a household and it is extremely important to have timely delivery as one’s schedules depend on these items. Design a product (app) that caters to the regular delivery of milk and milk product needs of people, daily at their doorstep.

Scope

Dairy-based products are best-consumed while fresh and to provide consumers with the newest batch of these products; it is crucial to deliver the items at the earliest in the morning.
The best approach is to process orders after midnight and deliver them right after sunrise, i.e. during the 5am –7am period. So, consumers could also have a chance to modify/cancel their current orders or place new orders.

Who is this product for?

Consumers can be broadly divided into two segments: Temp Residents and Permanent Residents.

Personas

Rishabh Mishra (25, Single)

Rishabh has a full-time 9–5 job; he lives away from his family and can’t function without a hot cup of tea in the morning. Rishabh likes to prepare his tea himself and would love to have milk delivered at his doorstep every day. Rishabh’s travels to his hometown frequently and sometimes crashes at friends’ house. So, there will be days where he wouldn’t be available at home.

Expectation: Recurring orders and the ability to mark his days of unavailability.

Mohini Sharma (29, Married)

Mohini is married and has a full-time job. There are 6ve other members in her family, her two kids, husband and two in-laws. Consumption of milk-based products is higher at her house. A curated subscription plan for an extended period at a reasonable price would be her first choice.

Expectation: A:ordable subscription plans.

Types of orders

One Time orders

People who would only order a few times to try the array of products.

Recurring Orders

People who would need the products delivered on a daily basis.

Fundamental User Journey

Low Fidelity Wireframes

High Fidelity Screens

Home Screen

● The homescreen is presented with Promo cards and curated packages to choose from right on top.

● Location is fetched during the onboarding. If the user doesn’t allow location permission then she is asked to enter location manually on the very next screen.

● Next up is a list of available products. Product description can be read by clicking the product image.

● Upcoming orders card takes the user to the details page of the upcming order. User can modify the order by adding or removing items from that batch. In case user removes any item, she gets a refund in the form of credits which can be used for future orders.

Home Screen

Cart Screen

● On the cart screen the user can choose to convert the order to a recurring order.

● In case the user is not avaialble in some of the upcoming days of her subscription, she can choose to mark those days as unavailable and charges for those days would be subtracted from the total amount.

● User can also mark days of unavailability after paying for a recurring order. The remaining amount would be refunded in the form of credits for future orders.

Cart

User Flow

Fundamental User Flow

Nitin Bhatnagar

Written by

Experienced Product Designer with a demonstrated history of working in the internet, Sportstech, Edtech and Augmented Reality domain. nitin.design

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