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.
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.
Riding Along
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.
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.
How We Solved It
- 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.
- 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.
- 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.
- 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.
The Redesigned App
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.
