BOOKING PLATFORM
Optimizing a Multi-Vendor Logistics Ecosystem
Olonje was designed to solve the "Paradox of Choice" in the hyper-competitive urban food delivery market. While most platforms overwhelm users with infinite options, Olonje’s mission was to capture attention through curated speed. The challenge: build a high-velocity discovery engine that moves users from hunger to checkout in under 60 seconds by streamlining multi-vendor data into a unified, intuitive interface.
As the Product Designer and Strategist, I architected the core "Choice-Reduction" engine and the streamlined checkout logic. I developed a modular Atomic Design System to handle complex vendor metadata, led the mobile-first UI execution, and optimized the interaction patterns to reduce "Time-to-Selection" for high-frequency urban users.
The challenge
The primary business goal was aggressive expansion, but the initial product discovery revealed a major barrier: User Fatigue. Following Erika Hall’s "Just Enough Research," I identified that presenting 500+ restaurants led to lower conversion rates. The challenge was to provide "Variety" without "Paralysis." We decided to focus the MVP on a Curated Discovery Funnel, solving the most critical task: making a
Planning
I devised the app structure to act as a funnel. To tackle the complexity of multi-vendor data, I designed a Categorical Hierarchy that prioritizes real-time geofencing and past user behavior. Aligning on these flows early via flowcharts ensured that the "Path to Purchase" remained linear, regardless of how many vendors were added to the backend.
UI Design
.I defined a strict Atomic Design System featuring high-contrast typography and color-coded delivery statuses. I utilized Saturation Contrast (referencing Johannes Itten) for the 'Order Now' CTAs, ensuring the primary conversion path was always the most dominant visual element on the screen."
Redesign
"Redefining Urban Logistics" By aligning the Founder’s Vision of Variety with the User’s Need for Speed, the Olonje MVP established a new benchmark for delivery efficiency. The final system isn't just a food app; it is a Scalable Logistics Ecosystem designed to handle 1,000+ vendors while maintaining a calm, frictionless user experience.
As an Ex-PM, I understand that a design system is only as good as its implementation. I managed the system within Figma using Auto-Layout 5.0 and Component Properties, ensuring that my handoff to engineering was 100% "clean. Every component includes documentation on States (Default, Hover, Focus, Disabled) and Accessibility Standards (WCAG 2.1 AA compliance).
50% Reduction in Selection Time: In moderated A/B testing, the "Top 3 Recommendations" layout moved users from hunger to checkout 3 minutes faster than the traditional list view.
45 Seconds Saved Per Order: Streamlining the multi-vendor address logic saved an average of 45 seconds of "input time" per mobile session.
Scalable Component Library: Formalizing the "Merchant Molecule" reduced design-to-development handoff time by 30%, allowing for rapid vendor expansion.