Vélo
Three errands, one bike, one app I actually wanted to open.
Product DesignVélo is a quick-commerce concept for the campus food-delivery and grocery industry: food, laundry, and groceries, folded into one courier brand on one bike instead of three separate apps circling the same block. The question I set out to answer: can a multi-service courier feel like one calm product, not three bolted together?
Solo: product concept, UI design, and the brand identity across the full flow.
The thinking
Campus students don’t have one problem, they have three: hungry, out of clean clothes, out of milk. Each one used to mean a different app, a different login, a different delivery window to plan around, for errands that are really the same ask: bring me something, on a campus small enough that waiting shouldn’t be the bottleneck.
A single-category courier can’t survive on a campus alone. Order volume in any one vertical is too thin to keep a rider fleet busy, so the only version of this business that works is one brand running one fleet across food, groceries, and laundry at once. That’s a product problem as much as an operations one: the app has to feel like one service, not three sharing a logo.
I tore down Swiggy, Zomato, and Blinkit, the category leaders in Indian food delivery and quick-commerce. Swiggy and Zomato have spent years perfecting a single-category home screen. Blinkit has spent years perfecting ten-minute logistics. None of them had solved for one brand credibly running three categories on one fleet. That gap is exactly what a campus courier has to fill.
Before opening Figma, I mapped onboarding, home, and cart across all three apps, not to copy their patterns but to find the one decision each had made that Vélo couldn’t afford to inherit: a home screen built around a single category. From there the brief got specific — one home screen, three service cards, one cart. The coral-on-oxblood identity carries straight through from the brand work, so the app never reads like it borrowed someone else’s visual language.
- Cross-category repeat usage: did a food order lead to a laundry order
- Cart-to-checkout completion rate
- Time from app open to order placed
- Delivery time against the promised window
What shipped is the flow in this case study: onboarding, home, categories, cart, built on one bet — a fast, focused app beats three slow, generic ones on a campus small enough that speed is the entire pitch.
Key decisions
- 01One accent colour, coral against an oxblood backdrop. The same restraint instinct from the brand work, stretched across a whole product instead of a single poster.
- 02Three services, three cards, one home screen. No fourth option competing for the tap.
- 03The onboarding carousel narrates one specific person, someone who doesn’t want to get off the couch, instead of a generic “fast and convenient” pitch.
- 04The wordmark was drawn to survive a splash screen, a cart badge, and a courier bag before a single screen was laid out, so it holds up at every size it gets used at.
A splash, a three-card carousel that narrates one couch-bound person, and a sign-up that gets out of the way.
One home screen, three services. The errand is the choice: food, laundry, or groceries, not a category tree.
Food, groceries, and laundry each get their own browse view built on the same skeleton, so nothing feels bolted on.
The cart got a second pass: a revamp that trimmed checkout down to the fields that actually decide the order.
“Three errands. One bike. One app I actually wanted to open.”
Vélo taught me restraint scales past a single poster. Cutting the fourth service card was harder, and better, than designing one. The night-sky hero is the piece I’d lead any review with.
