transforming eatlcub

Through iterative design, constant user feedback, and data-driven decisions, I contributed to EatClub’s evolution into a competitive force against industry giants.

introduction

At EatClub, a food delivery platform serving students and young professionals, I was tasked with transforming a cluttered and outdated app into a clean, streamlined user experience. My work spanned both the app and website, supporting multiple brands like BOX8 and MOJO Pizza.

key achievements

Design System Overhaul

Created a comprehensive design system that standardized UI elements, typography, colors, and iconography across all platforms—iOS, Android, and desktop. This system improved consistency, reduced onboarding time for new designers, and enhanced overall product usability.

Enhanced User Experience

Conducted extensive user research through interviews, SWOT analyses, and user flows. Applied Nielsen & Norman’s design principles and minimalist design strategies to simplify the user interface, resulting in a 40% increase in conversion rates and a 20% reduction in drop-offs within the first year.

collaborative Problem Solving

Worked closely with the product, marketing, graphics, data, and programming teams to align design solutions with business goals. Regular collaboration ensured a unified vision and seamless execution of new features and updates.

Brand Growth

Spearheaded the redesign of splash screens, graphics, and animations, which bolstered brand identification and recall. These efforts were crucial in EatClub’s ability to expand into new markets and stand out in a competitive industry.

company overview

EatClub Brands pvt ltd

EatClub is a technology-driven company specialising in cloud kitchen operations within the food delivery industry. Founded in 2012, it manages a network of over 250 kitchens across major Indian cities, including Mumbai, Bangalore, Pune, NCR, and Hyderabad. The company operates several popular brands, such as BOX8 and MOJO Pizza.

Through its full-stack approach—overseeing everything from ingredient procurement to meal preparation and delivery—EatClub ensures consistent food quality and a superior customer experience. Customers can conveniently order from all partner brands via the EatClub App, which offers benefits like 30% off and zero delivery or packaging fees on every order.2012, it manages a network of over 250 kitchens across major Indian cities, including Mumbai, Bangalore, Pune, NCR, and Hyderabad. The company operates several popular brands, such as BOX8 and MOJO Pizza.

my role

position

Lead UX Designer

responsibilities

Designed & implemented a scalable design system
Conducted extensive user research & usability testing
Optimized user flows to improve engagement & conversions
Collaborated across departments for business-driven UX
Strengthened brand identity through UI enhancements
Advocated for data-driven decision making

key challenges

Outdated & Inconsistent UI
Lack of a User-Centric Approach
Clashes with Marketing Over Ad Placements
Resistance to Innovation from Stakeholders
Scaling UX Improvements Across Multiple Brands

Phase 1
Establishing a Design Foundation

Goal: Standardize the design language to ensure consistency across platforms.

Approach:

Conducted UX audits and identified inconsistencies.
Created a design system (typography, colors, iconography).
Documented guidelines for future designers.

Impact:

Faster design iterations and developer handoff.
A more cohesive and professional look across iOS, Android, and desktop.

Colours

Curated the UI colours and the hex codes to help developers standardise the interface

Type

Single font interfaces needed stylisation to distinguish content

Shadows

Minimalist shadows that would create a smooth look

Buttons

All the buttons used on the app had to be standardised and assigned use cases

Iconography

Replaced all icons with a professionally designed set

Phase 2
Improving User Flows & Conversion Rates

Goal: Increase conversions and reduce drop-offs through improvements in the user journey

Approach:

Conducted user interviews & SWOT analysis.
Identified bottlenecks in key user journeys (ordering, checkout).
Redesigned screens using Nielsen Norman’s usability principles and A/B testing.

Impact:

40% increase in conversion rate.
20% drop in user drop-offs in the first year.

Project 1: The Payments Screen

The payment page is a critical touchpoint in the user journey—any friction here can lead to drop-offs and lost conversions. When I joined EatClub, the payment experience was cluttered, confusing, and causing unnecessary delays in order completion.

Through strategic UX improvements, I redesigned the payments page to be simpler, faster, and more intuitive, ensuring a frictionless checkout process. Below is a breakdown of how the UI evolved over time.

🚀 Let’s take a look at the transformation!

Before Redesign : Identifying the problems

Cluttered UI: Too many elements on the screen made it overwhelming.
High Drop-off Rate: Users abandoned checkout due to friction in the payment process.
Lack of Clear Progress Indicators: Users were unsure how long the payment process would take.

V2.0 - UX Solutions & Redesign Approach

Simplified Layout: Reduced visual clutter and focused on key payment details.
Streamlined User Flow: Minimized steps to complete the payment, reducing friction.
Added Progress Indicators: Clearly showed where users were in the process, reducing uncertainty.
Enhanced Payment Options: Made popular payment methods more accessible and visually distinct.

After Redesign: The Improved UI & Results

Clean, flat UI design for improved user flow
Iconography made uniform
Sections with offers highlighted, but not disrupting user journey
Most important order details highlighted in the header
All sections custom formatted to recognisable patterns

Current Version: The Improved UI & Results

Simplified Layout: Reduced visual clutter and focused on key payment details.
Streamlined User Flow: Minimized steps to complete the payment, reducing friction.
Added Progress Indicators: Clearly showed where users were in the process, reducing uncertainty.
Enhanced Payment Options: Made popular payment methods more accessible and visually distinct.