eatkube — Product Designer

UX/UI product design for Eatkube's food delivery app.

Eatkube is a surprise lunch and dinner delivery platform. The challenge was to bring this value proposition to a simple and appetizing mobile app, with a clear end-to-end ordering flow.

I worked on the UX/UI product design: the pre-development documentation —wireframes, user flow, and moodboard— and the final UI of the app, based on an iOS visual system.

Role

Product Designer (UX/UI)

Company

Flykube / Eatkube

Year

2020

platforms

Adobe XD · Illustrator · iOS

COMPLETE PROJECT

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My role

I led the app's design, from structuring the ordering process to the final interface.

My work included pre-development documentation (wireframes, user flow, and moodboard), visual direction, and UI design based on native iOS patterns.

The design decisions aimed to make the app simple to use and visually appealing, leveraging the iOS system to provide consistency and accelerate development.

The challenge

Eatkube proposed something different —surprise dinners by delivery— and that had to be understood in seconds within an app.

The challenge was twofold: a clear, frictionless ordering flow, and an appealing aesthetic that invited people to order. All on a solid mobile base that the team could develop quickly.

The app needed an orderly journey (explore → choose → order → track delivery) and a visual language consistent with a food brand.

From a delivery idea to a usable app

Before designing screens, I mapped out the product: what the user has to do, in what order, and with what information at each step.

With the wireframes and user flow, I defined the skeleton of the ordering journey; the moodboard set the visual direction; and the iOS system gave me familiar patterns to make the app feel intuitive and easy to develop.

How I approached it

Analysis of the product and its flows

The first step was to understand the logic of the platform: how campaigns were configured, how content was managed, what information users needed, and where the main frictions appeared. We analyzed existing screens, user journeys, and patterns to detect inconsistencies, duplications, and opportunities for improvement.

This work made it possible to identify which parts of the product needed more clarity, which actions should be prioritized, and what structure could best sustain the platform's growth.

Information architecture redefinition

We worked on a new organization of content, modules, and pathways to facilitate navigation within the product.

The focus was on simplifying access to key information, reducing cognitive load, and streamlining complex processes without eliminating the functional depth that a B2B platform required.

The architecture needed to help users understand where they were, what they could do, and what decisions they needed to make at any given moment.

User flow design

We defined and reviewed the key user flows to represent main tasks within the platform.

These helped connect user needs, business rules, and technical structure, facilitating clearer conversations with product and development. The goal was for each user journey to have a more direct, consistent, and easy-to-maintain logic in future iterations.

UX/UI redesign of version 5

Based on the defined architecture and flows, we work on the visual and interactive evolution of the platform.

We design interface proposals aimed at improving information hierarchy, readability, consistency between modules, and efficiency in frequent tasks.

Creating a scalable Design System

One of the main focuses was to create a common design foundation to organize the interface and accelerate future product evolutions.

The system included reusable components, interaction patterns, visual criteria, and a structure designed to improve collaboration between design and development.

Prototyping and decision making

The prototypes made it possible to explore solutions, review behaviors, and facilitate decision-making before moving towards implementation.

They also functioned as a communication tool with stakeholders, product, and development, reducing ambiguities and helping to validate the design direction.

How I approached it

Product documentation

Wireframes and user flows to map out the ordering journey before moving into the UI.

Order flow architecture

Structure of the journey: explore → choose → order → track, prioritizing the key actions at each step.

Visual direction

Moodboard and visual language aligned with a food brand: appetizing, approachable, and clear.

iOS System + UI

Interface design based on native iOS patterns to provide consistency and accelerate development.

Screens and handoff

Design of the complete flow screens and documentation ready for development.

How I approached it

Leadership responsibilities

Wireframes and user flow of the ordering process.
Architecture of the ordering flow.
Moodboard and visual direction.
App UI on iOS system.
Documentation ready for development.

Impact

◎

Clear order flow

— a simple end-to-end journey.

❖

Appetizing aesthetics

— a visual language consistent with a food brand.

❖

iOS · Native base

Consistency and faster development.

→

Ready for development —

Documented wireframes, flow, and UI.

Learning

This project reinforced that, in a consumer product, the experience is earned long before the first screen.

When an app has to be understood in seconds, design cannot be just aesthetics. It needs a clear user journey, prioritized decisions at every step, and a visual language that supports conversion instead of hindering it.

At Eatkube, streamlining the ordering flow and relying on native iOS patterns allowed a different proposal —surprise dinners for delivery— to be understood quickly and feel simple and appetizing to use.

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