Rock Hero is a food delivery service company based in Gibraltar( an overseas territory and headland, on Spain's south coast). Rock Hero's iOS and Android-based app allow you to find restaurants near you, order your favorite food and get it delivered in time.

  • Research
  • UX/UI Design
  • Strategy
  • Interaction Design
  • Usability Tests
  • A/B Tests
  • My Role /  Lead Product Designer
  • Platform / iOS & Android
  • Industry /  Food Delivery Service
  • Duration /  2 months
  • Client /  Rock Hero (Gibraltar)
Project Overview

Rock Hero food delivery services are currently only available in Gibraltar and are looking to expand to more European countries. Rock Hero has 3 verticals of the application that includes 3 Users ( Consumers, Vendors, and Drivers).

I was tasked to design a completely new consumer experience app and a visual overhaul of the existing Rock Hero mobile app design to increase profitability, introduce new features, and offer an improved user-friendly experience.

Target Users

Working Class Professionals, Students, and Millennials.

Problem Statement

Many people including Millennials and Gen Z are faced with different factors and reasons as to why they'd order meals, drinks, and more online which includes

Rock Hero looks at offering all these values and services across all types of end consumer users.

Rock Hero launched into the market using a third-party applications platform but was posed by some issues that have to lead to business and user goals impediments.

They’ve set out to see how they can handle these blockers and have opted for a total revamp and rebuild from the ground up. This would offer more flexibility, discoverability, and control with the aim of meeting up the business and user goals as intended.

The Goal & Objective

We had a lengthy conversation around the needs of the customers in line with the goals of the brand to create interactions that are beneficial and meaningful to both the company and the users.

UX Challenges & Constraints

The scope of this project covers UX Research, Visual Design, and Prototyping. I was faced with a few constraints while working on this project which includes the following;

Key Metrics

After a number of usability tests, iterations, and useful feedbacks we eventually arrived at a satisfactory product. Our KPIs achieved are as follows


Rock Hero wanted flexibility and control over the customization of their app and this meant designing and building a new app from the scratch. An app that would meet imperative user and business goals.

For a more in-depth look at my process, continue scrolling to see the full case study.

View MVP Prototype Link
Key Features

Here is a glimpse at some of the key features of the app

Group Orders

Order your favorites with colleagues at work. Ordering food can be fun too.

Homepage Optimization

You can easily see your favorites, special offers, and filter or search, and more.

Track Order

Track the location of your food in real-time. No Hassle.

Schedule Delivery

Schedule your order at your convenience while you get productive.

Research and planning

It was important to understand the context for existence and the foundation for the final product. I and the stakeholders brainstormed around the product at the highest level.

Here's an overview of my Approach

Product Definition
Stakeholder Interviews

I had an interview with key stakeholders to gather insight about business goals, as well as thinking about the key aspects and value propositions of the product; what it is, who will use it, and why they will use it.

We also created an early mockup of the future product which was a low fidelity wireframe.

Indepth User Interviews

I also had an interview with some of our users to provide qualitative data about our target audience, such as their needs, motivations, wants fear, and behavior. This would also help us understand what the app was lacking.

Here's a preview of the research guide to some of the interviews we had with our users.

Research Findings
Competitive Analysis

I  conducted a comprehensive analysis of competitor products. This analysis helped the team understand industry standards and identify opportunities for the product in a given market segment.

I wanted to gain insights as to how some of Rock Hero's direct and Indirect competitors features. I was able to gain further understanding to see what our users might expect and the values we could offer our users. I created a short list of comparison criteria, although I couldn't find answers to some.

Design Opportunities and Recommendations
Heuristics Evaluation

I also looked at Rock Hero's current app using the common usability heuristics to measure the usability of the current app's user interface. I was able to find some areas of improvement. I checked heuristics across Consistency and standards, Match between real-world and system & Error Prevention.

Mind Map

The team met again to have a mind-mapping session to materialize our concepts and make their characteristics more explicit: The purpose of this was to reveal hidden clusters, patterns, and entities, to make them more clear and more understandable.

User Analysis

It was time to make sense of the data we had collected. This phase helped us to draw insights from the data collected during the product research phase.

User Personas

After I was able to identify key user groups, we created representative characters to help us understand users' goals in specific contexts.

Empathy mapping

To articulate what we knew about the users and build a broader understanding of the “why” behind user needs and wants as well as putting the users in mind so as to understand them better I created an empathy map. This helped to identify the gaps between the user's needs and the current solution they are using.


Nick is a working professional and works a 9 - 5. Today he has a lot of meetings to attend and doesn't have time to go to the restaurant. Nick has a 30 mins break at work and opens the Rock Hero app to get lunch. He gets the food in 10 mins and eats. Nick now has time to go back to work and he's satisfied with the service.

User Flow

Here you have the user flow I designed to increase my awareness of the user and help focus on the user's task. To aslo help create an optimal path for the user to achieve their goals.


Now, it's time to put to use all our research data and ideas generated in the previous phase into tangible artifacts that can be tested later with real users.

Paper Wireframes

Some of the wireframes I sketched out with a free hand.

Mid-fi Wireframes

It was time to digitize my sketches. I created the mid-fi prototype using Figma.

Hi-fi Designs

After I was done with the sketches and mid-fi wireframe, I started to work on my style guide as well as creating a mood board and finally firing up the designs.

Learnings and Next Step

This project was a lot of fun to work on. I worked remotely with users and getting to interact with users was a bit challenging but with the help of tools and the team that was solved.

The App is currently in the beta phase. We’ve been doing a lot of analytics and still testing. I’ll be conducting more rounds of usability testing and iterate based on the patterns from users and do a proper dev-hands-off.

We’ll also be adding more features in the future. Also from most of our usability and focus group testing have been promising and we are highly expectant of;

Increased Engagement

Increase in organic traffic

Higher retention

More features will be added in the future. Also, would be joining the go-to-market team to come up with strategies for marketing.

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