The Groom app lets Parisians order exceptional food to their home or office, from casual cuisine to Michelin-starred meals. The founder approached me seeking fresh creative direction and a complete redesign to create a sophisticated brand for luxury dining enthusiasts. By focusing on a distinctive identity and highlighting Groom’s unique delivery method we were able to attract and retain discerning customers.

Ideation and concepting Research Branding UI design

When starting this project, Groom had an existing logo, but I was given creative freedom to develop the rest of the app's branding. A sleek and sophisticated brand was crafted to align with the fine dining industry's visual style and cater to a luxury demographic. By utilizing a dark color palette and brand imagery highlighting exceptional dishes and skilled chefs, we emphasized the app's unique focus on high-quality food, setting it apart from other food delivery services.

We experimented with a few approaches before deciding on the primary experience of a new user opening the app for the first time, rather than a typical lengthy signup flow. To minimize the risk of user drop-off, we prioritized showcasing the wide range of exclusive restaurant options available in their local area before they commit to signing up. The signup flow is only initiated once the user adds an item to their cart from any restaurant's menu.

Ordering fine dining and Michelin star meals to your home is a new concept for most people, and many felt sceptical about the service and quality of the delivery, which led to some drop-off. Our new flow gives the user more information about Groom’s unique delivery which utilises their fleet of bikes that are designed specifically to deliver food at the perfect temperature and assures the customer that their order won’t be thrown around in a cyclist's back pack.

The new clean and minimalist dashboard app for restaurant owners was designed with a focus on managing the business from the palm of their hand. It was necessary that the design would work on mobile and tablet devices so that it could be used on the go or inside the restaurant. Owners can view live order and earnings data with customised insights. We also incorporated the ability for owners to view customer’s ratings and respond to customer needs in order to reach new clientele and keep them coming back.

As the company expanded into more areas of Paris, the demand for additional drivers increased. To address this, weekly challenges were introduced in the drivers' app to attract more drivers by offering the potential to earn more money compared to other apps. The more deliveries a driver completes, the more they can boost their earnings. The drivers' app also simplifies the process of accepting orders by immediately displaying the destination with easy access overall earning insights and order history.

Collaborating closely with the founder on this project was a valuable learning experience for me. As the sole designer, I assumed a key role which allowed me to make crucial decisions that would influence the success of the project. This partnership deepened my understanding of the company's direction and priorities, fostering deeper strategic thinking. Moreover, it honed my skills in working with executives, significantly boosting my confidence as a designer.