The Team

My Role: Lead Designer | 1 Product Owner | 1 Scrum Master | 1 Supporting Designer | 1 User Researcher | 12 Engineers | 2 Test Engineers

Lead Designer as part of the hedgehog lab team to develop Deliveroo’s food procurement platform, connecting restaurants directly to their suppliers.

Working within the limits of Deliveroo’s brand, I designed the entire platform developing a consistent component system and accompanying logo to sit within the existing Deliveroo family of brands.

Available on both iOS and Android, the platform allows restaurants to search for suppliers near them and compile supplier orders in the same intuitive way that diners order meals from their restaurants. 

An integrated messaging system also allows restaurants to communicate directly with suppliers and track their order status, incorporating the entire order process within the app.

As a team we worked iteratively, testing our assumptions early and often with a number of prototypes. This helped us to understand and address pain points experienced by restaurants and suppliers alike.
Some of the main challenges were around:

  1. Users mistakenly downloading this app instead of the main Deliveroo app to order a meal
  2. Restaurants adding their own suppliers and items
  3. Introducing the concept of new potential suppliers for restaurants

    The solution was to develop a concierge service whereby users could request an account and a member of the deliveroo team would onboard them. This meant restaurants would have their app tailored to them with their suppliers and products already loaded to their account, whilst weeding out customers looking for a takeaway and point them in the right direction towards the consumer app.

We tested lots of flows, such as this onboarding process. This particular prototype was used to test the concierge sign up experience. The component library makes creating flows like this very quick and gets the app in users hands to test before going in to development.

The logo utilises the existing Deliveroo logotype to keep the brand consistent with the rest of the Deliveroo family of logos. From the base logo the double ‘O’ are utilised to symbolise the restaurant and supplier to highlight the connection and communication aspect of the product.

After planning and prototyping I set about constructing the design system to be used throughout the product. The entire app was designed to be consistent, flexible and easy to build upon.

To ensure consistency and better handoff to the large development team, tools such as Abstract were used to manage the design files and libraries to ensure quality and clear communication. 

Video I created for Deliveroo’s Restaurant Awards introducing the Sourced app.


  • Digitised ordering process so restaurants can easily and collaboratively manage stock.

  • Generated significant savings for restaurants via the Deliveroo platform.

  • Connected restaurants directly to their supplier via instant messaging.