Shylesh Monceey
Available — Dubai / Abu Dhabi senior design leadership roles
Product Design · UX / UI · On-demand commerce

NowNow — daily essentials,
delivered in 60 minutes.

An on-demand grocery and essentials platform for the UAE market — a consumer ordering app paired with a merchant-side web application that lets neighbourhood stores receive, pick, and fulfil orders in real time.

Role · End-to-end UX / UI Surfaces · iOS app + Web dashboard Market · Dubai, UAE
At a glance
60min
Target delivery window driving every design decision
2
Connected surfaces — the customer app and the store dashboard
16
Screens mapped end-to-end across the ordering task flow
6
Functional pillars defining the product scope
01 / Brief & Goal

Make stepping out for one forgotten item unnecessary.

The problem

People in dense urban areas waste real time on small, low-value shopping trips — a refill of pet food, a couple of vegetables, a single missing ingredient. A whole supermarket run for one product.

NowNow set out to collapse that friction: order daily essentials and groceries from nearby stores and have them at your door fast, while giving those neighbourhood stores a simple web tool to actually run the fulfilment.

The goal: design an effortless ordering experience with clear delivery expectations, minimal checkout steps, and live tracking — backed by a merchant dashboard that keeps orders, inventory, and pickers in sync.

Functionality & scope
  • 01 Location Address & pin location, manual search, stores available by the customer's location, real-time rider position, and easy location switching.
  • 02 Time Tentative arrival and pick-up times, express delivery, live rider tracking, direct rider contact, and order cancellation.
  • 03 Personalization Stores and categories surfaced from activity, search recommendations, a personal wish-list, back-in-stock alerts, and popular categories.
  • 04 Sale Shopping cart, effortless checkout, a wide range of payment methods, plus search, filter, and search suggestions.
  • 05 Offers & Discounts Location-based offers and coupons, deals from purchase history, product-launch discounts, and reorder incentives.
  • 06 Feedback & Review Multi-scale service feedback, delivery rider ratings, product-quality reviews, and accessible customer support.
02 / The Process

From a real person's day to a working flow.

Persona
C

Caterina

Age 35 · Registered Nurse
Mom of two · Tech-savvy · Mainly mobile
"Time is precious — I'd rather spend more of it with my kids."

Goals & needs

  • Daily needs and weekly groceries handled with no effort
  • Prefers ordering online over time in the kitchen
  • Doesn't want to be overloaded with notifications

Drive & aspirations

  • Strong relationships and quality time with family
  • Learning, teaching, and helping others
  • Likes new technology that solves real problems

Hesitations & pain points

  • Payment involves too many steps
  • Wary of storing personal data or being targeted by ads
  • Doesn't know the exact food / grocery delivery time

Context

  • Works full-time as a nurse with two kids at home
  • Juggles roughly four different apps every day
  • Needs on-demand groceries and everyday services
Empathy map

Hears

Found out about NowNow through friends, with mostly good reviews from her close circle. Has seen TV and social ads for the brand.

Sees

A billboard beside the street, friends already using the app, offers on the homepage, and neat packaging on delivered orders.

Says & does

Tries out new shopping apps readily. Liked NowNow enough to order twice in the same day after first use.

Thinks

"I need a pet-food refill." "I don't want to waste a trip to the supermarket for one product." "I'll grab a burger this morning."

Customer journey
Awareness
Hears via word of mouth, ads and offline media — the goal is brand and product awareness.
Consideration
Compares alternatives and gets inspired; finds the best way to buy food and essentials.
Decision
Adds to cart, checks out, and pays — effortless ordering that lifts conversion.
Delivery & use
Receives the order on time with the right quality, with help on hand if anything's off.
Loyalty
Reorders, rates the service, and shares it — turning customers into advocates.
Task flow
Home→ Phone number→ OTP→ Create account→ Select address→ Store listing→ Store page→ Product listing→ Product details→ Add to basket→ Make payment→ Order accepted→ Live tracking→ Rider contact→ Delivered→ Order list
Wireframes
Wireframe of the NowNow home screen
01 Home — address, banners, categories
Wireframe of the NowNow store page
02 Store page — products in store
Wireframe of the NowNow order tracking screen
03 Tracking — order status & map
03 / The Outcome

A fast consumer app, and a store dashboard that keeps up.

High-fidelity

The wireframes resolved into a clean, content-first mobile interface. The home screen leads with the delivery address and a 60-minute promise; the store page surfaces categories visually; and the tracking screen pairs a live map with a clear, staged order status.

NowNow home screen final design
01 Home screen
NowNow store page final design
02 Store page
NowNow order tracking final design
03 Order tracking

The enterprise web application

Store-side order management
NowNow merchant web dashboard showing order management
Why it matters

Fast delivery is only believable if the store can keep up. The dashboard gives each merchant a live order queue with status filters, item-level approve / exchange / cancel controls, a clear order total, and inventory management — so a picker can act on an order the moment it lands.

End‑to‑end
Research, persona, journey, flow and UI across both surfaces
Two‑sided
A consumer app and a merchant dashboard designed to work as one system
60‑min
A delivery promise made credible by the fulfilment tooling behind it
Like to see more?

Let's build the next one.

shylesh@npl.live