Redesigning a milk delivery app to stand out in a red ocean, achieving a 4.3 rating and 100K+ downloads.
Independently managed last mile project delivery • Designed marketing collateral • Provided gamification & referral strategy
My Role
Sr. Designer, Acting Design Lead towards the end of the project
Timeline
4 months (2021); App is live on App store and Play store
Team
Lead Designer, Sr. Designer, Founder, CTO, Marketing
Detailed Case Study
Process
Research · Strategy · Design · Testing · Marketing strategy




Overview
Provilac tasked us with a complete transformation of their digital presence along with strategizing their marketing communication to leave a stronger footprint in the milk delivery business.
As a premium milk and dairy delivery brand since 2013, known for rich taste, quality, and purity, they wanted the app to truly reflect their offerings.
Original app and web screens
A seamless app throughout. Be it order initiation, or recharge or order modification or subscription, the app is user-friendly. The product catalog layout is well designed.
User Review, Google Play Store
★★★★★


★★★★★
The team guided us very well and went way beyond to deliver. The users found the new UX design very easy to navigate and the gamification angle really excited them. Overall, a great success.”


Founder, Provilac
The Problem
Being just another player in a saturated market of premium milk delivery apps
At the time, A2 was a buzzword, and the market was inundated with milk delivery apps promising premium-quality milk and dairy products.
It was important to educate users about A2 milk and convince them of its superiority over regular milk.


Popular market players
The Constraints






Not differentiated from the competition
Too few people are aware of Premium A2 Milk
Poor feedback about customer support responses


No reason for loyal customers to stick around
What it Revealed
The thickness of milk is a big deal in Indian households and dictates what it is used for; the thicker the better.
Customers expect complete transparency about the farms, facilities, and cows, given the premium price, and the lack of this can lead to customer drop-off.
People cancel subscriptions because they prefer self-service over calling unhelpful customer care.
Consumers who buy milk in-person value the social aspect of shopping and are unlikely to replace it with doorstep delivery.
Research




User Segmentation
Touchpoints Researched
The Strategy
Leverage persuasion design principles
Humanize the experience
Gamify milk consumption
Be visually compelling
Argue against self interest to gain trust


Home page concept
Be brutally honest about your proposition
Approaches suggested for creating differentiation
Mascot based gamification
Conversational and playful tonality


Behind the scenes videos
Uncomfortable FAQs upfront
Engagement quiz
Recipes
Comparison of redesign with competition


Our proposed concepts, which featured puns and a conversational, slightly quirky tone, were adjusted based on client feedback to better align with the premium positioning of the app's products.
Solution Snippets






We collaborated with Business & Marketing to define strategies for referrals, sampling and communication


Project Impact
Biggest Learning
Next Time
The app boasts a 4.3 rating with over 100,000 downloads on the Play Store. It has established itself as a prominent player in the A2 milk market, earning recognition as a well-known brand with users praising its seamless and user-friendly experience.
I was unexpectedly entrusted with the lead role toward the end of the project and successfully handled the final delivery and closure. This experience taught me the importance of adaptability, resilience, and effective leadership under pressure.
Working with a young startup taught me the challenges of navigating shifting targets and internal misalignments within the client’s team, often leading to unnecessary stress. In the future, I’ll approach such situations with better preparedness, greater composure and objectivity.
User Experience Designer
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leezamundaden@gmail.com
Mumbai, India