GIMME

Overview

GIMME is an alco-bev delivery platform delivering alcohol within 45 minutes across Auckland, Christchurch, and Dunedin. With a catalogue of 6,000+ SKUs, GIMME differentiates itself through scale, speed, and convenience. In 2024, GIMME underwent a critical transition, from a general beverage delivery app to a focused, alcohol-only platform. I was brought in to redesign the experience from a UI/UX perspective, improve trust, reduce friction, and support aggressive growth driven by marketing and city-level scaling.

My Role

I was the second and only the senior UI/UX designer on the project, working closely with developers. My responsibilities included: • Redesigning the mobile app experience end-to-end • Structuring and executing the Shopify web experience • Defining a consistent design language • Working closely with developers on feasibility, performance, and rollout • Improving product clarity, trust, and conversion

The Problem

When I joined, GIMME was already operational but the product experience wasn't supporting the business ambition. Key Issues Identified: • The brand had low trust recall — users didn't know GIMME well enough to confidently order alcohol • UI felt inconsistent and fragmented due to lack of prior design ownership • User journeys were not straightforward, especially on mobile • App installs were low relative to marketing spend • The app experience felt slow and cluttered • The product still carried cues of a "general beverage app" rather than a focused alcohol platform This created a disconnect: Marketing was driving traffic, but the product experience wasn't converting belief into action.

Business Context

• GIMME began scaling city-wise, with Auckland becoming the core market • Marketing budgets doubled in Auckland as Auckland was the main base of our customer • Acquisition via Meta ads, in-app notifications, emails, and wallet incentives showed traction • Sales hit $40K NZD in November 2025 and continued growing at ~5% MoM At this stage, UX was the bottleneck, not demand.

Design Goal

From a UX standpoint, the objective was clear: Turn GIMME into a product that feels credible, fast, and effortless — especially for first-time users. This translated into four concrete goals: 1. Build trust instantly 2. Reduce cognitive load 3. Enable fast decision-making 4. Create a scalable, consistent system

Before vs. After (v2→v3)

Splash screen

Before v2: • Illustrative, playful UI with low credibility • Cluttered screens competing for attention • Generic delivery patterns borrowed from food apps • Weak hierarchy and unclear primary actions

After v3: • Alcohol-first identity • Clear hierarchy and predictable flows • Reduced visual noise • Purpose-built navigation for alcohol discovery

Design Playbook (Philosophy)

Click the image to check the design playbook

I defined a design playbook that guided every decision. 1. Trust First The UI must feel reliable before it feels fun. 2. Clarity Over Complexity If something needs explaining, it needs redesigning. 3. Speed & Momentum The experience should never slow users down. 4. Mobile-First Thinking Spacing, navigation, and CTAs designed for thumbs. 5. Functional Minimalism Minimal for focus, not aesthetics. 6. Consistency Builds Confidence Predictable patterns reduce friction and build muscle memory.

Login and Onboarding

• Minimal phone-number first login along with email • Optional social sign-ins • No unnecessary steps • Purpose-built navigation for alcohol discovery

Home Screen & Categories

• Clear alcohol categories surfaced immediately • Search always accessible • Promotions placed after discovery, not before

Product Listing & Discovery

• Clean grid layout • Price, pack size, and CTA visible upfront • Consistent "Buy" actions

Cart Experience

• Transparent pricing breakdown • Editable delivery details inline • Persistent primary CTA

Age Verification & Payment

• Friendly, non-intrusive age confirmation • Editable delivery details inline • Persistent primary CTA

Wallet, Points & Loyalty

• Wallet positioned as a value center • Clear points history • GIMME Club framed as a premium benefit

Shopify Web Experience

The Shopify site acts as the public-facing trust layer. • Category-driven navigation • Clear "45 min delivery" messaging • Familiar ecommerce patterns • Strong app download nudges

Impact

• Improved brand credibility • Clearer user journeys • Better alignment between marketing promise and product experience • Created a scalable design foundation for future expansion • Supported sustained MoM revenue growth

What I'd Improve Next

If given more time: • Performance-focused micro-interactions • Smarter personalization using order history • Deeper design system documentation • Stronger motion language for transitions

Closing Reflection

This project wasn't about visual polish. It was about earning trust quickly, removing friction deliberately, and designing for real behaviour — not ideal behaviour. GIMME taught me how much impact clear UX can have when a business is already moving fast.