Belle Full — Improving Food Ordering Speed & Accuracy

Industry: Food Delivery
Platform: Mobile App
Role: Lead Product Designer

Summary:
Belle Full is a food delivery platform designed to connect users with local restaurants for fast and reliable meal ordering. As Lead Product Designer, I led the UX strategy and interface design, focusing on reducing friction in the ordering flow and improving overall user satisfaction.

Problem

Users frequently experienced:

• Long and confusing ordering flows

• Difficulty discovering meals and restaurants

• Errors during checkout leading to abandoned orders

From a business perspective:

• High drop-off before checkout

• Reduced order completion rates

• Missed revenue opportunities

Goal:
Design a seamless food ordering experience that helps users quickly find meals, place orders with confidence, and complete checkout with minimal friction.

My Role & Responsibilities

As the Lead Product Designer, I:

• Defined the end-to-end UX strategy

• Conducted usability evaluations and competitor analysis

• Designed user flows, wireframes, and high-fidelity UI

• Prototyped core interactions using Figma & ProtoPie

• Collaborated with product and engineering teams to ensure feasibility and scalability

Research & Key Insights

Research Activities

• Competitive analysis of popular food delivery apps

• Review of user complaints and behavioral patterns

• UX audits of ordering and checkout flows

Key Insights

• Users prioritized speed and clarity over visual complexity

• Menu overload slowed decision-making

• Checkout uncertainty caused unnecessary drop-offs

These insights shaped a speed-first UX strategy.

Key Design Decisions

1. Streamlined Ordering Flow

• Reduced steps between meal selection and checkout

• Grouped related actions to minimize back-and-forth navigation

Why it mattered:
Fewer steps directly increased order completion.

Improved Meal Discovery

• Introduced clearer categories and visual cues

• Optimized restaurant and menu layouts for faster scanning

Why it mattered:
Better discovery led to quicker decisions and higher order value.

Simplified Checkout Experience

• Designed a clean, distraction-free checkout

• Added clear order summaries and confirmation states

Why it mattered:
Users felt more confident finalizing orders, reducing abandonment.

Outcome & Impact

Post-redesign improvements included:

• Increased order completion rates

• Reduced checkout abandonment

• Improved overall user satisfaction and repeat usage

(Metrics based on usability testing and internal performance indicators.)

Reflection

This project highlighted the importance of:

• Designing for speed in high-frequency products

• Balancing business efficiency with user clarity

• Making small UX improvements that scale across large user bases

Future iterations would explore smarter personalization and predictive meal recommendations.