Case Study
Ocadox
During Ocado’s strategic rebrand, I conceived and designed the brand identity, UX/UI and end-to-end customer journey for Ocadox — a same-day express grocery service. The work covers browsing, basket, checkout and delivery confirmation, with a bold visual identity that stands apart from the parent brand while staying coherent.
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 a fully realised product — establishing the brand identity with a distinctive purple palette and the playful OX mark, then shaping the customer journey from browsing and basket through checkout and delivery confirmation. Each screen balances personality with usability, so the experience feels faster and more immediate than a traditional grocery shop.
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.
Customer Journey
The complete express-grocery journey — browse, add to basket, checkout and confirmation — designed for speed without losing clarity.
Interface Design
High-fidelity iOS interface covering product cards, search, basket, checkout and a clear delivery confirmation.
Brand
Identity system
Gallery
The complete experience
01 / 06 — Open
Open
Browse
Add
Checkout
Pay
Done
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