Case Study
Ocadox
During Ocado's strategic rebrand, I was entrusted with conceiving and executing the complete brand identity, user experience, and interface design for Ocadox — a new same-day express grocery delivery service. The project demanded rapid iteration and a bold visual identity that stood apart from the parent brand while maintaining brand coherence.
Client
Ocado
Role
Design Lead
Scope
Brand, UX & UI
Platform
iOS
Overview
Reinventing express grocery delivery
Ocadox was conceived as Ocado's answer to the rapid-delivery market — a same-day express service that needed to feel distinctly fresh while honouring the parent brand's trusted reputation. The challenge was to create an experience that was faster, bolder, and more immediate than the traditional Ocado offering.
I led the design from blank canvas to fully realised product — establishing the brand identity with a distinctive purple palette and the playful OX mark, architecting user flows optimised for speed and impulse purchasing, and delivering a polished UI that balances personality with usability. The design covers the complete shopping journey from discovery through checkout and delivery confirmation.
Deliverables
Key design outcomes
Brand Identity
A bold, distinctive brand system featuring the OX mark, vibrant purple palette, and typography that communicates speed and freshness.
User Experience
Streamlined user flows designed for rapid browsing, one-tap purchasing, and frictionless checkout optimised for same-day delivery.
Interface Design
High-fidelity iOS interface featuring product cards, intelligent search, basket management, and a satisfying confirmation flow.
Brand
Identity system
Gallery
The complete experience
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