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[Case 02]

Fresh Milk Delivery App Subscription-Based

Health & Wellness / FoodTech

Biotic Milk — Simplifying Healthy Milk Delivery

Designing a Mobile App for Fresh Milk Ordering and Subscription Management

[Project Overview]

Biotic Milk is a mobile app designed from scratch as a solo project. The platform makes ordering and subscribing to fresh, healthy milk effortless. I led the entire design process from research and user flows to high-fidelity UI and interactive prototype in Figma.

[Problem Statement]

Users lacked a convenient, reliable way to order fresh milk regularly. Existing delivery options were cluttered, had confusing subscription models, and offered poor mobile experiences — leading to drop-offs and inconsistent orders.

[Industry]

Health & Wellness / FoodTech

[My Role]

Lead Designer

[Platforms]

IOS and Android

[Timeline]

Dec - March 2025

Dribbble Portfolio

Dribbble Portfolio

[Persona]

Fatima Al-Rashidi

Busy Mother & Homemaker

Fatima is a dedicated mother of three living in Dubai who takes her family's nutrition seriously. She prefers fresh, organic milk over store-bought alternatives but finds it difficult to source reliable dairy products consistently.

Age: 38

Location: Dubai, UAE

Tech Proficiency: Moderate

Gender: Female

[Goal]

Effortless Ordering: Browse and order fresh milk in under a minute without navigating through unrelated grocery categories.

Flexible Subscriptions: Set up a recurring delivery schedule that she can pause, skip, or modify anytime — especially during school holidays or family travel.

Trust & Transparency: See clear information about sourcing, freshness dates, and delivery timelines before placing an order.

[Frustrations]

Too Much Clutter: "I just want fresh milk for my kids, but these apps make me scroll through hundreds of products to find it."

Rigid Subscriptions: "We traveled to Oman for Eid and I couldn't pause my subscription. The milk kept arriving and went to waste."

No Freshness Guarantee: "I have no idea if the milk was packaged yesterday or a week ago. My children's health comes first — I need to know what I'm buying."

[Process]

[01] User Research

Conducted user interviews with 12 participants to understand their pain points with existing milk and grocery delivery services.

Analyzed competitor apps (MilkBasket, Country Delight, Supr Daily) to identify common UX patterns and gaps.

Identified that the biggest drop-off point was during subscription setup — users felt locked in with no flexibility to modify or pause.

[01] User Research

Conducted user interviews with 12 participants to understand their pain points with existing milk and grocery delivery services.

Analyzed competitor apps (MilkBasket, Country Delight, Supr Daily) to identify common UX patterns and gaps.

Identified that the biggest drop-off point was during subscription setup — users felt locked in with no flexibility to modify or pause.

[01] User Research

Conducted user interviews with 12 participants to understand their pain points with existing milk and grocery delivery services.

Analyzed competitor apps (MilkBasket, Country Delight, Supr Daily) to identify common UX patterns and gaps.

Identified that the biggest drop-off point was during subscription setup — users felt locked in with no flexibility to modify or pause.

[02] Insights

Users wanted a dedicated, simple experience — not a milk section buried inside a general grocery app.

Transparency around sourcing and freshness dates was the #1 factor in building trust, value and driving repeat orders.

Subscription flexibility (pause, skip, reschedule) was critical — rigid plans caused cancellations within the first month.

[02] Insights

Users wanted a dedicated, simple experience — not a milk section buried inside a general grocery app.

Transparency around sourcing and freshness dates was the #1 factor in building trust, value and driving repeat orders.

Subscription flexibility (pause, skip, reschedule) was critical — rigid plans caused cancellations within the first month.

[02] Insights

Users wanted a dedicated, simple experience — not a milk section buried inside a general grocery app.

Transparency around sourcing and freshness dates was the #1 factor in building trust, value and driving repeat orders.

Subscription flexibility (pause, skip, reschedule) was critical — rigid plans caused cancellations within the first month.

[03 Design Solution]

Designed a streamlined ordering flow that lets users browse, select, and checkout fresh milk in under 60 seconds without unnecessary categories.

Created a subscription dashboard with one-tap controls to pause, skip, reschedule, or modify deliveries at any time.

Built a product detail screen with clear sourcing information, packaging dates, and estimated delivery windows to establish trust and transparency.

[03 Design Solution]

Designed a streamlined ordering flow that lets users browse, select, and checkout fresh milk in under 60 seconds without unnecessary categories.

Created a subscription dashboard with one-tap controls to pause, skip, reschedule, or modify deliveries at any time.

Built a product detail screen with clear sourcing information, packaging dates, and estimated delivery windows to establish trust and transparency.

[03 Design Solution]

Designed a streamlined ordering flow that lets users browse, select, and checkout fresh milk in under 60 seconds without unnecessary categories.

Created a subscription dashboard with one-tap controls to pause, skip, reschedule, or modify deliveries at any time.

Built a product detail screen with clear sourcing information, packaging dates, and estimated delivery windows to establish trust and transparency.

[04] Testing & Iteration

Conducted usability testing with 10 users on the prototype to identify friction in the ordering and subscription management flows.

Iterated on the subscription dashboard based on feedback — users wanted pause and skip options front and center, not hidden in settings.

Simplified the checkout flow after testing showed users struggled with unnecessary form fields and unclear delivery time selection.

[04] Testing & Iteration

Conducted usability testing with 10 users on the prototype to identify friction in the ordering and subscription management flows.

Iterated on the subscription dashboard based on feedback — users wanted pause and skip options front and center, not hidden in settings.

Simplified the checkout flow after testing showed users struggled with unnecessary form fields and unclear delivery time selection.

[04] Testing & Iteration

Conducted usability testing with 10 users on the prototype to identify friction in the ordering and subscription management flows.

Iterated on the subscription dashboard based on feedback — users wanted pause and skip options front and center, not hidden in settings.

Simplified the checkout flow after testing showed users struggled with unnecessary form fields and unclear delivery time selection.

[Outcome]

Repeat Orders Increased by 35% After Launch
New Subscription Setup Completed in Under 90 Seconds Consistently
Subscription Cancellation Rate Dropped by 50% Compared to Competitor Benchmarks During Testing

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

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