Project Brief

Meal Butler Club was a Vancouver based startup aimed at providing a peer to peer network for meal delivery services. I began working with the company from the very begining of the start-up and helped with conceptualization and development of the mobile platform, working closely with the CEO as well as the development team. I also helped to create a unique brand identity for the company including everything from the logo, to illustrative elements and digital marketing. 

Team + Role

The team I worked with on this project included, 1 iOS developer, 2 Android developers, 1 backend developer, 1 project manager, 1 UX designer, as well as the CEO/Founder of the company.

Role: UX/UI Design, Branding, Graphic Design, Digital Marketing, Copywriting


Initial research for the project involved an exploration of competing delivery services available at the time, to find where there was a unique demand that had yet to be filled in the market. Based on that research, simple proto-personas were created to help better define the target user, as well as develop scenarios and user cases for both customers and delivery couriers.

We then further strategized which features would help the app to stand out and provide unique value to users. Our platform allowed users to make orders from various vendors that typically did not provide delivery services, and also allowed users to create orders from multiple vendors within a single order. Our pricing model was also unique as users were allowed to select their couriers based on their individual pricing, and delivery times.



Wireframing for the project began with simple pencil and paper sketches, to work out the structure of the pages and user flows. This was then further translated into simple low fidelity wireframes to help the dev team get started on functionality and back-end development.


In the meantime, I further developed the visual style and user interface of the app to finally create pixel perfect high fidelity wireframes in preparation for launch of an MVP. 

The primary software I used for wireframing and prototyping was illustrator and Invision. For creating high fidelity wireframes and generating assets, Photoshop and Zeplin was used for easy coordination with the development team.

Restaurant Menu
Search Results
Browse Details
Restaurant Details
Browse Map
Restaurant Details
Butler Profile
Butler Earnings


For testing and rapid prototyping of the app, I created simple mockups using Invision. With the mockups loaded directly onto smartphones, we asked user to perform a series of simple tasks following our user flows. Through our testing we discovered which parts of the UX did not fit user expectations and typical conventions. We also discovered which elements of the interface were better suited for iconographic representation, and which were more clearly represented through text.


Animated Logo


The logo idea for the company was inspired off the "butler" part of the company name. A simplified depiction of a serving plate was used, following a very modern and minimalist style of design.  Blue was used as the primary color, intended to be playful and inviting, and was contrasted by the bright red dot, giving a feeling of excitement and swiftness or urgency.

A series of illustrated characters were also created to help give the app more personality and character. The illustrations further expressed a playful and inviting attitude, whilst also reinforcing the trustworthiness and dedication of our Meal Butler Couriers.



Various print and digital graphic design assets were also created to help with marketing the app. As we approached the launch date for the app, I worked closely with the startup founder to devise various strategies for attracting both customers as well as people who were interested in becoming couriers. 

Simple flyers were handed out at certain locations targeting users that fit our demographic for potential couriers (university campuses etc). Table tents were also printed, and strategically distributed at offices around town to reach our target demographic for customers.


As we approached beta launch, I also helped to create a series of ad campaigns for social media, intended for Facebook and Instagram. Some were run as paid ads, but most were just food puns and silliness intended to entertain and further develop personality for the brand.