Persian Basket App

Role: UX/UI & Product Designer
Focus: Experience strategy · Information architecture · Commerce design · Prototyping

Loop: https://youtu.be/qyoMLHxdnGM — Prototype walkthrough

The moment

Picture two customers at the same counter. One orders the dish they always get and is out the door in two minutes. The other reads every label, unsure what a dish is, what is in it, or whether it will still be on the menu later in the week.

Persian Basket serves both of them: prepared meals, specialty groceries, and a menu that changes every week. In the store, a person can explain an unfamiliar dish face to face. The app had to do that job on its own.

The problem

Customers arrive with different intentions. Some want a ready meal for tonight, some want to restock their pantry, and some want to see what is cooking this week. Put into one long catalogue, those intentions get in each other’s way.

Regulars want speed. Newcomers need context. One catalogue serves neither.

For newcomers, the bigger barrier is understanding. A dish name on its own says little about what it is or how to enjoy it, and a rotating menu adds a second question: what is available right now?

What I learned

I gathered what customers care about and grouped it in an affinity map. Five themes kept coming back: freshness, convenience, dietary information, culture and value. Personas helped me keep two very different shoppers in view at once.

Three insights shaped the design:

• People shop by intention, not by category. Dinner tonight and a pantry restock are different trips.
• Photos and short descriptions do the explaining. They stand in for the person at the counter.
• The weekly menu needs its own home. Customers need to see what is available now without digging for it.

The idea

The key decision was to give each shopping intention its own front door: prepared meals, groceries, and a dedicated weekly menu. All of them share one basket and one visual language, so it still feels like a single store.

Returning customers go straight to their door. New customers get context exactly where they choose.

How I designed it

1. Mapped the shopping trips. I wrote out each journey from opening the app to checkout, which showed where the trips overlap (the basket) and where they need to split (browsing).
2. Structured the app. I organized the information architecture around three entry points and a shared basket, so regulars reach their usual order quickly.
3. Designed dishes that explain themselves. Photography and descriptive content introduce each dish, and consistent product cards make every item read the same way.
4. Built the visual system. Burgundy, food photography and Persian-inspired details carry the brand’s warmth, applied through one set of cards, buttons and basket interactions.
5. Prototyped the full flow. I connected the screens in Figma so the whole path from browsing to basket can be clicked through.

The result

The prototype shows a complete path from discovery to basket: weekly-menu browsing, dish pages that explain unfamiliar food, and grocery shopping in the same cart. Brand expression and structure work toward one goal: helping customers understand what they can order and how to get it.

Portfolio prototype. Live-product results have not been measured.

What’s next

The next step is usability testing with first-time customers, focused on one question: can someone new to Persian food choose a dinner with confidence? After that, I would explore dietary filters and a one-tap way to reorder a favourite.