Case Study — 2025
01 —
Pronto is a grocery delivery app promising 30-minute delivery. The product worked — logistics were fast, prices competitive, selection solid. But the app itself told a different story: confusing navigation, a checkout flow riddled with friction, and a home screen that buried the most-used features.
Users were abandoning carts at a 61% rate.
This was a self-initiated redesign — I took Pronto's existing app, conducted a full UX audit, ran guerrilla usability tests, and redesigned the three most critical flows: home discovery, product search, and checkout.
The goal: make a fast product feel fast to use.
"I know what I want. I just can't find it. By the time I do, I've given up and called my husband to stop at the store."— Usability test participant, 31, working mom
02 —
I ran a 3-part research sprint: a heuristic evaluation against Nielsen's 10 principles, 5 moderated usability tests with grocery app users (ages 26–44), and a teardown of 4 competitor apps.
Problems clustered around three specific moments in the user journey. Fix those three, and you fix 80% of the experience.
03 —
The redesign focused on three screens that carry the most user weight: home screen, checkout, and order tracking.
Screen 01 — Home
Screen 02 — Checkout
04 —
After two rounds of usability testing with 10 participants, results validated every major decision. Task completion improved dramatically, and qualitative feedback shifted from frustration to confidence.
Participants consistently described the redesigned app as "faster," "clearer," and "less stressful" — aligning directly with the brief.
05 —
The heuristic evaluation before any wireframes revealed that most problems weren't visual — they were structural. Fixing the architecture first was key.
Tying UX problems to metrics (61% cart abandonment) made the case for change undeniable. Designers who speak in business impact get decisions made faster.
Collapsing 5 nav tabs to 3 felt risky — but testing showed users didn't miss anything. Subtraction is underrated.