Mobile App • Product Redesign • SaaS

GO! Mobile Delivery App

Edible Arrangements

Led end-to-end redesign of Edible Arrangements' internal delivery driver app — adding new capabilities, refreshing the brand, and positioning the product as a sellable SaaS platform for any delivery-based business.

Role Creative Direction • UX & UI • Wireframes • Iconography • User Interviews • Competitive Analysis • Stakeholder Presentations
Year 2016–2019
GO! delivery app splash screen
Problem Statement

More Than a Facelift

The Problem

The existing GO! app was functional but dated — with a UI that hadn't kept pace with driver needs or modern mobile standards. More importantly, leadership saw an opportunity to extend the app beyond Edible Arrangements and sell it as a SaaS product to other delivery businesses. That required new features, a stronger brand, and a more polished experience.

The Goal

Improve the UX for drivers, managers, and corporate users; add features that would increase adoption and app store ratings; and bring the product to a level where it could credibly be sold to external clients.

Requirements by User Type

Drivers

Map view with multiple delivery routes, ability to sort stops by closest proximity, and photo upload and sharing for proof of delivery.

Customers

Digital signature capture upon delivery receipt — eliminating paper and creating a clear record for both customer and driver.

Managers

Visibility into driver routes both individually and as groups — plus the ability to assign a specific delivery to a specific driver.

Corporate

Updated UI and branding, improved look and feel, and better usability across all existing features.

Research

Driver Ride-Along

To understand the real daily experience of a delivery driver, I rode along in the local area — observing everything from loading the van, to using the app at stops, to reporting progress back to the store. I asked questions, listened, and took notes throughout. That firsthand exposure shaped every driver-facing design decision.
Edible Arrangements delivery van

Competitive Analysis

I conducted a comparative analysis of three competing delivery apps, including DeTrack, to benchmark features and identify gaps. The analysis was presented to stakeholders and directly convinced them to add photo sharing and proximity-based stop sorting — two features that significantly strengthened the SaaS proposition.
Comparative analysis of delivery apps showing feature gaps and opportunities for GO!
Design Approach

How We Solved It

  1. 01

    Human-Centered Visual Direction

    Early branding concepts leaned into large, beautiful photography with minimal clutter — conveying the human side of delivery work on the splash screen while establishing a modern visual identity that differentiated GO! from purely utilitarian competitors.

  2. 02

    Color-Coded Interface System

    The final UI used color-coded designations for alerts and delivery types — giving drivers an at-a-glance system for understanding priority and status without reading dense text while on the road.

  3. 03

    Manager Flow Redesign

    Added the ability for managers to assign specific deliveries to specific drivers — a gap in the original app that required re-mapping the manager flow entirely to support both individual and group route visibility.

  4. 04

    Driver Flow Enhancement

    Updated the driver flow to support route splitting, proximity-sorted stops, customer notes, and photo capture — addressing the core usability gaps surfaced during the ride-along and competitive analysis.

Mapping Flows

Mapping flow for drivers
Driver Flow: Include ability to split routes and add customer notes
Mapping flow for managers
Manager Flow: Allows assigning a delivery to a specific driver.
Visual Design

Early Concepts

Early design images using human-centered visuals

Human-centered Visuals

I wanted to convey a human aspect to the delivery app, and also follow some current trends of large beautiful photos with little clutter for a splash screen. In addition, the interface with color-coded designations for alerts, certain delivery types.

Final Design

Final interface design images

All Business Approach

Stakeholders wished for a more uniform look with branded edible arrangements colors. We pivoted to a delivery business-first approach, so human-centered photos were dropped.

Outcome

Improved Ratings, SaaS-Ready Product

The redesign delivered an improved experience across all four user types — better usability for drivers, stronger visibility for managers, and a polished brand identity suitable for external sales. App store reviews reflected the improvements.
GO! app store ratings and reviews showing improved user satisfaction

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