Fast App (Algeria)
Fast Delivery (Algeria) is a food + grocery delivery platform that needed a complete product overhaul to fix serious usability issues and improve customer retention.
As the solo Product Designer, I redesigned the app end-to-end for iOS & Android, focusing on navigation clarity, menu discoverability, order confidence, and localized experience for Algerian users.
Client: Hanin Hadjeb, CEO, Fast App
Industry: Food Delivery Industry (B2C)
Timeline: 5 Weeks (2024)
My Role: Product Designer
Problem
The existing Fast Delivery app lacked a coherent information architecture, leading to user confusion and drop-offs early in the journey. Core discovery flows finding restaurants, browsing categories, and viewing menus—were fragmented or buried, making it difficult for users to complete even basic tasks.
Poor food discovery structure: No clear way to browse by category or meal type, limiting users’ ability to make quick decisions.
Inconsistent restaurant menus: Menu access points varied across restaurants, creating uncertainty and extra steps.
No pickup option for nearby users: A common behavior in Algerian cities, but unsupported in the app, resulting in abandoned orders due to unwanted delivery fees.
Lack of transparent order tracking: Users had low confidence post-checkout and often questioned whether their order was progressing.
Cluttered visual hierarchy: UI elements competed for attention, making it harder to understand available actions.
User Understanding (Algeria-specific)
Through calls with the CEO and 10+ Algerian users, I learned:
Users switch between Arabic apps → need clean icons + simple labeling
Delivery charges matter heavily, especially for short distances
Food discovery patterns are meal-time based (breakfast/lunch/dinner)
Order tracking is a core trust factor — users want frequent status updates
Goals
User Goals
Make it easier for users to find restaurants, browse menus, and place orders without getting lost.
Provide clear order tracking and offer pickup options to avoid unnecessary delivery fees.
Business Goals
Increase successful order completions by reducing friction in discovery and checkout.
Improve first-session retention, especially for new users who previously bounced due to poor navigation.
Reduce support queries around delivery fees, missing menus, and tracking confusion.
How I Solved It
As the sole Product Designer on this project, I collaborated closely with team to identify pain points in the food ordering and propose design solutions.
Mapped end-to-end flows for ordering, tracking, browsing, and pickup
Conducted quick user calls to validate mental models and cultural habits
Created wireframes → tested with CEO + early users for clarity
Iterated on category structure until meal-time navigation felt natural
Refined hierarchy to show what users need first (restaurant type → menu → reviews → delivery/pickup)
Delivered a development-ready Figma system with reusable components
Solution
Rebuilt Navigation Around Real User Behaviors
Created separate entry points for food vs grocery
Added meal-time categories with auto-switch: Breakfast / Lunch / Dinner
Clean bottom navigation with only 4 essential actions
Designed a Clear, Structured Restaurant & Menu Experience
Menus available inside restaurant view — not hidden or deep in the flow
Large cards + clean hierarchy for easy scanning
Added a “Pickup” Mode
For users living close to restaurants
Removes delivery charges → solves a real cultural pain point
Encourages local shop orders
Created a Transparent Order Tracker
Simple steps: Received → Preparing → On The Way → Delivered
Visual timeline improves user trust and reduces “where is my order?” anxiety
Localization Improvements
High-contrast UI, larger touch targets
Minimal visual style to reduce cognitive load
Home
Resturant Screen
Pickup Screen
Order Tracking
Other Screens
Outcome
Users found restaurants and menus with ~8–12% fewer restarts, improving first-time ordering flow.
Streamlined ordering reduced friction, resulting in ~7–10% higher order completion during testing..
Clearer order tracking reduced confusion, leading to ~6–10% fewer support queries about order status.
The pickup option removed a cost barrier, with ~12–18% of nearby users choosing pickup.
