Simplifying discovery, subscriptions and next-day order management for a daily-essentials platform — designing around one question: what's arriving tomorrow morning?
SuprDaily let users receive milk, groceries and everyday essentials at their doorstep every morning. The existing experience was built around calendars, wallets and subscriptions — functional, but it made discovery hard and reinforced the idea that SuprDaily was “just milk”.
The redesign created an intuitive, discovery-led experience where users could instantly see what was arriving the next morning, add new products, and manage recurring deliveries without friction.
Key capabilities — delivery calendar, wallet, subscriptions and support — lived in separate sections, making the experience feel fragmented. Two problems to solve:
…help users discover more everyday products while making recurring morning deliveries simple, predictable and flexible?
Rather than a purely visual redesign, we first examined how users plan household purchases, understand subscriptions and respond to next-day delivery.
Existing-experience audit. The app was operationally focused — good at managing existing deliveries, weak at browsing, discovery and confidently adding products. Empty states were passive dead-ends.
Competitive analysis. Full flows across BB Daily, Doodhwala and Milkbasket were assessed on nine areas (browsing, search, subscriptions, buying, payments, checkout, delivery, ratings, promotions) — revealing gaps and a chance to differentiate on subscription flexibility and delivery clarity.
User interviews (~15). Explored how people buy groceries, what they trust to subscriptions, how often needs change, and what they need before confirming an order.
The core question is “what arrives tomorrow morning?” — prioritise the upcoming delivery over calendars.
Recurring items still change in quantity — users need to modify or pause without feeling locked in.
Support habitual consumption and spontaneous one-off additions together.
Dates, quantities, cut-off times and wallet deductions must be clear before an action — changes affect tomorrow.
This was a UX-led engagement, so the thinking lives in the wireframes. Each screen was used to validate the information architecture and task flows — whether key actions were discoverable and whether users understood the relationship between recurring subscriptions and one-time additions.
Presented as validated usability outcomes — no commercial percentages are claimed without the original UAT figures.