Choice Market
Redesigning convenience across digital and physical experiences
Choice Market was inspired by small local markets around the world, places where convenience doesn’t come at the expense of fresh, high-quality food made daily.
As the brand expanded across delivery, catering, and frictionless in-store experiences, its digital ecosystem needed to evolve with it. This project focused on redesigning that ecosystem to create a cohesive, intuitive experience across services, devices, and real world contexts.
Client
Choice Market
Responsibility
Product Designer UX Research · User Flows · Wireframing · UI Design · Cross-device Experience · Stakeholder Collaboration
Project Category
End-to-End Product Redesign · E-commerce · Omnichannel Experience
Choice Market offered multiple ways to shop delivery, catering, and a frictionless in-store experience, all under one brand. While the ecosystem itself was strong, the experience shifted depending on where, how, and why users interacted with it.
As we explored the product, it became clear that context played a critical role. The same user could move between devices and services, yet encounter different behaviors, expectations, and flows each time. This raised a fundamental question: was the experience adapting to users, or were users adapting to the system?
Users struggled to understand which service they were in and what to expect from it.
Core actions such as account creation, customization, and checkout, behaved differently depending on the service, device, or moment of interaction.
These inconsistencies created hesitation, repetition, and friction, especially for users moving between channels. What initially appeared as isolated usability issues revealed a larger challenge: each service had evolved independently, without a shared experience logic connecting the ecosystem.
We mapped existing user journeys across delivery, catering, and frictionless experiences on mobile, tablet, and desktop. Viewing these journeys side by side allowed us to identify moments of hesitation, repeated actions, and abandonment that only became visible when the experience was analyzed as a system rather than in isolation.
From there, we defined the core moments that needed consistency across the ecosystem, including account creation, navigation, product discovery, customization, and checkout. These insights were translated into user stories grounded in real user behavior and device context.
Working closely with stakeholders and the development team, we prioritized what needed to ship in the MVP and aligned on future iterations, ensuring design decisions were both user-centered and technically feasible.
The redesign unified delivery, catering, and frictionless experiences into a single, responsive ecosystem. By clarifying service distinctions and simplifying core interactions, users could move seamlessly across devices and contexts. The launch enabled continuous iteration based on real user feedback, creating a scalable foundation for future growth.
