Research

I conducted user interviews and analyzed existing dairy subscription platforms to identify common patterns and pain points. Key findings included:

Current Situation

India’s milk delivery system still heavily relies on informal methods. Existing digital platforms are either too rigid, complex, or not locally trusted.

Most people either:

• Rely on local vendors (with inconsistent service),

• Use traditional subscriptions (fixed quantities, no pause/edit options),

• Or walk to nearby stores every day—time-consuming and unreliable.

Challenges Faced

Other then Wastage when people traveled, Shortages when consumption changed and And general anxiety around “milk management, people faces problems like:

• Lack of Flexibility: Users can't easily pause, skip, or change deliveries.

• No Control: No visibility into delivery schedule or payments.

• Poor Communication: No reminders, confirmations, or customer support.

• Limited Tech Use: Older adults struggle with complex apps.

• Trust Gap: Local brands struggle to compete with digitized startups like Supr Daily.

Competitor Overview

User Personas

Other Primary user groups include:

1. Aman, 22, Student, lives alone, often forgets to order milk. Needs reminders and easy pause options.

2. Mr. Verma, 68, Retired. Wants consistent supply, minimal interface complexity.

Empathy Map

Ideation

To tackle the chaos of milk delivery logistics and the user-side subscription flow, we started framing problems to spark solution-thinking grounded in real user needs. using "How Might We" questions.

1. How might we make milk ordering feel as smooth and predictable as possible?

   → Solution: A flexible subscription model with options for daily, alternate-day, and fully custom delivery schedules. Users can also pause/resume seamlessly.

   
   

2. How might we let users manage delivery interruptions (vacations, changes) without anxiety or customer service calls?

   → Solution: A “Vacation Mode” to pause subscriptions with calendar-based selection for start and end dates — no back-and-forths, just tap and done.

   
   

3. How might we reduce drop-offs during order placement, especially for one-time buyers?

   → Solution: A clean “Buy Once” flow, directly from product cards. Wallet balance checks and recharge prompts are tightly integrated to prevent transaction failure loops.

   
   

4. How might we help users feel in control of their milk supply without overwhelming them with options?

   → Solution: Designed clear hierarchy in product cards and screens — minimal distractions, quick toggles between “Add” and “Subscribe,” and summary screens that reflect delivery details transparently.

   
   

5. How might we ensure the subscription model doesn’t feel like a trap?

   → Solution: Built-in affordances for users to pause, edit, or cancel subscriptions any time. The UI copy reinforces flexibility (“Pause instead of cancelling”).

Minimum Viable Product (MVP)

1. Flexible Scheduling Options + vacation mode
   Users could start, pause, or resume their milk delivery directly from the app, without needing to call customer support.

   
   

2. Quick Calendar widget
   We redesigned the quick calendar, which was available at different points in the interface and provided a review of delivery scheduled for every day.

   
   

3. Clearer Subscription Status + Controls
   Users could see their current subscription status at a glance and take direct actions like cancelling or modifying delivery schedules.

   
   

4. Address & Delivery Time Picker
   Basic user profile setup with delivery address and preferred time to ensure operational feasibility.

   
   

5. Mobile-first Interface
   Since most users interacted via mobile, the MVP was designed primarily for small screens, ensuring clarity and ease of use.

Task Flow ( Order Creation & subscription flow )

Information Architecture (Home Screen)

Design

After aligning on the MVP and prioritizing flexibility and ease, I moved into designing key touchpoints of the subscription experience.

Paper Wireframes

Iteratively designed wireframes to test layout and navigation, focusing on clear visual hierarchy and intuitive interactions and to map out core user flow.

Login + Verification

Location Access + Address Confirmation

Home + Calendar + Product

Add/ edit Vacation

Design System

I created a lightweight system using Figma styles and components to support modularity. This ensured that UI elements like quantity selectors, toggle switches, and date pickers could be reused.

Key elements included:

• Color palette inspired by natural dairy tones (cream, grass, rust)

• Rounded, minimal icons and typography for clarity

• Components for scheduling, calendar input, and action modals.

Final UI and Prototyping