Fresh Food,Delivered Smart.
Gusto is a smart, user-focused grocery shopping platform that re-imagines convenience. Built to simplify daily tasks, it delivers a faster, intuitive online shopping experience through innovative, problem-solving features.
Creating a project focused on user needs and business impact by using UX principles.
Online grocery is
growing fast.
44% of consumers now prefer online grocery shopping, driven by a desire to avoid traffic, queues, and time pressure. But the platforms serving them - Bulmag, Glovo, Ebag, Kolichka.bg - still suffer from usability and performance issues.
Users complain about confusing navigation, unreliable delivery slots, mandatory sign-ups before browsing, and checkout flows that feel like they were designed in 2015. The demand is there. The experience isn't.
"How might we make the online grocery shopping experience more enjoyable and convenient, while also encouraging long-term customer retention?"
What stood in the way.
because of confusing navigation
recommendations and reordering
and delivery time slots
Account Creation
spent to complete a grocery order
Three pillars of Gusto.
Simplify
Reduce order completion time from 15+ minutes to under 5. Every tap earns its place.
Personalize
AI-driven suggestions, smart reordering, and habits-based recommendations. The app learns you.
Trust
Real-time tracking, transparent pricing, verified reviews. No hidden fees, no surprises.
Where the gaps are.
Boosting Navigation & Discoverability
Improving discoverability helps users find what they need faster, reduces frustration, and increases both engagement and conversion rates by up to 60%
Reducing Time on Task
Reducing order completion time from 15+ to 5 minutes can improve satisfaction and retention by 25%
Providing Reliable Services
Ensuring dependable and consistent service builds trust, reducing early churn by over 60%
Reducing Onboarding Friction
Allowing browsing and ordering without immediate sign-up can increase initial engagement by up to 40%
Who we're designing for.
Frustrated Users
Users dissatisfied with existing platforms seeking better alternatives
Busy Shoppers
Time-conscious users needing efficient shopping solutions
Gen Z & Digital-First
Users expecting fast, personalized digital experiences
Accessibility Needs
People with disabilities and elderly requiring inclusive design
Redesign the online grocery shopping experience to improve usability, streamline purchasing, and build trust - creating a seamless, efficient, and satisfying journey that drives retention and loyalty.
What was built.
Based on feedback from friends, designers, and mentors - a platform that directly addresses the key pain points uncovered during user research.
AI-powered recommendations increase 20% in average order value, boost conversion rates, and enhance repeat purchases by 25%
- Users can search and add products to their basket, using intuitive filters and smart suggestions based on past purchases
This optimized checkout flow will increase conversion rates by up to 22% and reduce cart abandonment by 15%
- Ability to save checkout details for future purchases with one-tap checkout confirmation
- Multiple payment options for better flexibility
Smart Reordering and "Find Similar" features increase repeat purchases, reduce checkout time by 25%, and lower drop-off from out of stock items
- One-tap access to previously purchased items
- AI-driven alternatives and personalized reorder suggestions based on user habits
Direct driver communication and real-time delivery tracking reduce customer service calls by 40%
- Live tracking of the driver's location with estimated time of arrival
- Direct contact allows customers to resolve delays instantly and avoids miscommunication by removing customer service as the middleman
AI-powered support reduces wait times by 60%, resolves 70% of common issues without human intervention
- AI-driven FAQ assistant for instant answers to common concerns
- Escalates to live chat only when queries don't match the knowledge base
- Significantly reduces dependency on large support teams, lowering customer service hiring and training costs
Integrating delivery schedules with Google Calendar improves delivery time awareness by 45%, reduces missed deliveries by 30%
- Sends reminders and updates directly through their calendar notifications
- Ensures real-time syncing and seamless permission handling
- Helps users organize their deliveries alongside daily commitments, reducing friction
Customer reviews increase trust in product quality and delivery experience, improving conversion rates by 22% and reducing product return/refund requests by 18%
- Verified customer reviews and star ratings help users make informed choices quickly
- Builds credibility and transparency, especially for new users
Allowing users to browse and place an order without immediate registration increases initial engagement by up to 40% and leads to 50% more account creations after first use
- Guest checkout lowers the barrier to entry, encouraging faster first-time purchases
- Lets users sneak a peek at the experience before committing to sign-up
- Converts one-time buyers into loyal users
The App Experience.
Not just a brand identity - a full product designed to make grocery shopping effortless, personal, and fast.
Your grocery store, in your pocket.
One-tap checkout.
Find what you need, instantly.
Real-time delivery.
Your account, your way.
Coupons & Deals
Smart savings that reward loyalty - personalized offers based on shopping habits.
More Than Just an App.
Gusto is a platform that connects people with the food they love. Smart reordering, one-tap checkout, real-time delivery tracking, and AI-driven support. Everything designed to save time without sacrificing quality.
What I took away.
Business Metrics Matter
This project highlighted the importance of solving real user problems and how improving product performance directly impacts business results.
Power of Feedback
Feedback from mentors and friends played a key role in improving usability. Each round of input made the product more intuitive and effective.
Usability Testing
After usability testing exposed issues such as small text, low contrast, and hard-to-read fonts - I made key adjustments for better readability and accessibility.