You Demand, We Supply — A UI/UX Design Case Study

A personal project on designing an iOS app for a food-tech startup

In this case study, I have improvised the design pattern of the food-tech app — Dhinchak Dabba. In this project, I have supplied the demand raised by the users of our live website.

👀Project Overview

It is important to understand consumer psychology as it is being considered the most revolutionary step in the business and industry sector of the future world because it has the potential to change the existing structure of the current business. This research work aims to analyze the importance of psychological factors influencing individual behavior being effected by COVID-19 and to find some further ways of connecting potential customers more effectively (maybe with the help of some new marketing tools as well) along with a brief discussion regarding the association of risk and drawbacks leading to a paradigm shift in the current consumer psychology towards food business.

📍 Method of approach


◾Problem Defination

◾User Persona

◾Information Architecture


◾Visual Designs

◾Target Audience

❓ Problem Statement

How might we design to set up a system that will not only be seam-less and hassle-free but will also be able to increase the trust of the consumers in our food and service?

✅ Solution

Here is a solution from my perspective for people who want to order from DD. I designed a mobile app with user needs and business goals in mind. Through which the consumers can feel safe while ordering online.

Scroll down to know more ↓↓↓

🌐 Background

After months, when finally the lockdown was lifted, people were looking for new and safer ways to reach out to DD asking to deliver their regular meals or to taste something different! Under this situation, it was predictable that for the next few months the customers will demand their “personalized hygienic dabbas.” With this in mind, the startup — Dhinchak Dabba aimed at creating a digital platform where people can customize the Dabba based on their preferences, culture, and moods.

💁🏽‍♀️ Understanding the Brand

Nikita (@thenikitasingh) • Instagram photos and videos

Dhinchak Dabba is a one-stop destination for all your home food requirements. We work daily to provide better service to our customers by making the food with all homely recipes and no use of any kind of food sodas. To make it interesting we have customizable dabbas. We have successfully delivered about 11,485 dabbas so far in this journey and we aim to reach new heights daily by making our customers happy and satisfied. We are currently operating in Wagholi, Kharadi, and Viman Nagar, Pune, India.

📱 Need for an App

The secondary research that I conducted to understand the methodologies and features adopted by apps in this domain suggested that having an app in the initial stages has the following benefits -

◾ Users can place their orders whenever they wish to.

◾ They can watch the video recording of their food being prepared.

◾ It is easy to rate the food based on health, hygiene, and taste.

◾ Navigation is simpler as compared to the desktop website.

◾ The process from ordering, splitting the bill, and paying the same would be seam-less and hassle-free.

🧪 User Research

In order to understand the user needs, I had rolled out a questionnaire. In the current context of this research work, data are collected from the target audience of the application (207 responses). The main findings from this were:

Age group of the respondents
The respondents changed habit of ordering food online during the pandemic
The information that would be most helpful to the respondents when ordering food online during COVID-19
The frequency at which respondents used to order food online before the emergence of COVID-19
The frequency at which respondents are ordering food online during the emergence of COVID-19
On a scale of 1–4, how satisfied do respondents considered themselves with the food quality they ordered during COVID-19
Income of responders
Profession of responders
The respondents preferred a video recording of how their food has been prepared and packed

👦🏽User Persona

📃Information Architecture


I iterated on the wireframes for the app to come up with layouts that serve the essential features of those pages without hampering the user experience.

After making rough sketches, I moved to Figma where I iterated with several different layouts for the screens as well as screen components.

✨Visual Design

I iterated different layouts, then I designed different screens(taking into consideration the edge cases as well) for the app. I iterated and improved upon the visual designs based on the numerous feedbacks that I received.

▶ Sign Up/Login using Mobile Number

OTP based sign up and login using a mobile number as it is a common sign up flow in the Indian context. These steps reduces time and allows for smooth signup/login.

▶ App Walkthrough

Simple and minimal walkthrough showing the essential features of the app to the users.

🎨Color and Typography

From the wireframes, I chose a few crucial screens and experimented with different color combinations and typeface combinations.

  • I iterated in different font combinations before settling for ‘Work Sans’ as the heading font and ‘Inter’ as the body font. Work Sans was chosen as it gave a friendly vibe and Inter was used due to its clean and modern ligatures.

⫯ Icons Used

  • I planned on using consistent icons with smooth corners so that they match with the personality of the product.
Source: Feather Icons

🎯 Target Audience

The startup is focusing on the residents of Pune, India. Who are mostly students, working professionals, or homemakers from age groups between 21 years and 40 years, having a decent income and a decent way of living.

That’s a wrap I hope you found it insightful. If you have any questions, feel free to reach out to me on LinkedIn, Instagram or website.

Thank you for reading till the end! Did you know? You can hold that clap button for a few seconds to give a maximum of 50 claps. I would really appreciate it. See ya!




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