Peter Chang - Cutaway

PROJECT

Cutaway - Food Delivery App

OVERVIEW

Founded in 2015, Cutaway is a collection-driven online department store of rare brands among F&B and gifts. As not only a boutique store but also a curator of bringing up a unique lifestyle, it provides a boundless delivery system and quality butler service.

TIME

2020

ROLE

UI/UX Designer

APP

CHALLENGE

Massive Information

Cutaway offers many seasonal campaigns and different food type selections for users to choose from. However, for the previous app version, the layout wasted a lot of spaces showing information. My mission is to revamp the interface that not only displays more information at the same time but also easy to purchase.

MY DESIGN GOAL

A Brand New App Experience

Redesign the discover and order system for the app to promote our chosen restaurants. In addition, bringing in a smooth butler tracking experience to keep users up-to-date. The app sat at a 4.2 average rating in the App Store after launching the new version.

DESIGN LOGIC

1. Discover

As an e-commerce platform, having an effective homepage to display a variety of choices is a must. Therefore, I designed it by bringing different types of restaurants and separating them into many sections. Let the beautiful food images and brilliant descriptions convince our customers.

2. Checkout

A smoothly purchase process definitely can increase the conversion rate. I cut down the process to only two steps, which are the cart page and checkout page. For first time users, they'll have to fill in the delivery address and payment method. Then, the system will save the information for the next time.

3. Delivery

For the delivery, the most critical part is to let the customer track the process. Hence, to enhance trust for our users, the Cutaway app pins our butler on the map and tells them the delivery progress.