The problem
Bengali families in Hyderabad struggle to find fresh, authentic produce, especially at festival time. Local platforms had thin variety, uneven quality and organic claims nobody trusted.
Promode sources pesticide-free produce directly from Kolkata. The app had to make that promise believable, and make shopping it easy.
My role
Lead product designer, working with three product designers and a product manager at PTR Technologies. I owned research, flows, UI and testing, from first sketch to the shipped PWA.
Business goals
- Reach more Bengali families in Hyderabad
- Build trust in authentic, organic produce
- Scale operations without breaking delivery
- A seamless, feature-rich app
User goals
- Find authentic Bengali ingredients easily
- Consistent, pesticide-free quality
- A convenient, transparent shop
- Stay connected to Bengali food traditions
How I worked
- Design sprints. Cross-department sprints with designers, product managers and creatives to align stakeholders and ideate together.
- Research. Purchase data, behaviour analysis and customer interviews gave us three user archetypes, each mapped to its jobs-to-be-done.
- Flows and sketches. Diverge first, converge later. I sketched multiple user flows before committing to screens.
- Prototype and iterate. Tested with 20+ participants through guerrilla tests and interviews. Screens went through 30+ iterations as the roadmap shifted.
- Ship an MVP. A small launch with slot-based delivery, so a lean operation could take on more orders without missing delivery windows.
Impact
The MVP reached 40% customer retention during the trial, which validated the demand. The slot-based delivery model let the team handle growing order volume while keeping quality and satisfaction up.
What we learned
- Trust is key
- Convenience drives retention
- Cultural connection matters
- Iterative improvements pay off