I designed the complete web and mobile experience, from informal research and information architecture through component design and high-fidelity delivery in Figma. The single most important feature in the entire design was My Usuals a personalised shelf on the home screen showing the user's most frequently ordered items with one-tap add-to-cart. For someone who buys the same twenty things every week, this single feature can reduce the entire weekly shop to under two minutes. I genuinely cannot explain why no major grocery platform has done this properly. A freshness badge system was introduced on all produce Harvested Today, Harvested Yesterday, or Stock Delivery because the single biggest reason people hesitate to order fresh vegetables online is that they cannot tell how fresh the product is. That label, visible on the product card without clicking into the product, directly addresses the most common objection. A live fee calculator in the cart shows the total including all charges as you add items, so there is no surprise fee at the end of the checkout. Checkout itself was condensed from six screens to three Address, Payment, Confirm with no forced account creation and no upsell interruptions. A full design token system and component library was documented for developer handoff.