ZX Ventures

Estación

Product Design · UX/UI Design · E-Commerce · Product Strategy · Information Architecture · Design Systems

Designing the end-to-end digital commerce experience for Estación, a pre-seed, on-demand beverage delivery startup backed by ZX Ventures, translating a new business concept into an intuitive shopping experience built around convenience, competitive pricing, and fast delivery.

 
 

The Challenge

Estación needed to establish its digital product experience from the ground up, offering customers a convenient way to purchase cold beverages at supermarket prices with delivery in under 35 minutes.

The challenge was to create a seamless shopping experience that accommodated different customer journeys while aligning the interface with real-world delivery operations and business requirements.

My Role

As a Product Design Consultant for ZX Ventures, I led the UX/UI design of Estación’s mobile and desktop experiences, from competitive research and information architecture through user flows, wireframes, and high-fidelity prototyping.

I collaborated with stakeholders and local operations teams to align the experience with delivery logistics and established a reusable design system to support consistent, scalable product development.

Outcome

Delivered an end-to-end e-commerce prototype spanning address verification, product discovery, cart management, and checkout, with tailored experiences for new and returning customers.

Established a cohesive design system and UI kit, creating a scalable foundation for future product development and iteration.

 
 

Target Customers

  • Wants the best promotions, wants to save money

  • Loves hosting and entertaining

  • Likes the in-store experience

 

Competitive Research & Analysis

Competitive research focused on other beverage courier services and apps.

By mapping out the features for each courier service, we were able to compare and contrast them to find commonalities and market differentiating opportunities. This helped inform which features are critical to include for Estación’s target market.

 

Site Map

Estación’s site map follows the standard e-commerce experience: homepage, browse products, view product, add to cart, checkout.

 

User Flow

Based off 4 specific target users, we mapped out specific features that needed to be included on specific sites of the site map.

  1. First Time User: Enter address on the homepage.

  2. First Time User: Enter address on the product page.

  3. Returning User: Already set address but not registered.

  4. Returning User: Already set address and registered.

 

Delivery Process Operations

In order to best serve Estación’s users through the mobile and desktop experience, we had to understand the operations behind delivering beverages to them. We partnered with Estación’s local operations team to confirm this operational process.

Understanding these operational aspects of the business informed the necessary design and communication around delivery times, billing, and other status indicators.

 

Information Architecture

Mapping out the information architecture and navigation flow informed which components needed to be included on each page for each feature in the wireframes.

 

Wireframes

Initial wireframes focused on the navigational flow.

Several iterations of wireframes were produced after rounds of review with and feedback from stakeholders.

 

Design System & UI Kit

Before moving into high-fidelity design, I established a design system and UI kit that aligned with Estación’s branding.

 

High-Fidelity Design & Final Prototype

With the design system and UI kit established, I overlayed the design components onto the wireframes to produce high-fidelity design for feedback and review.

After several design iterations, I produced the final prototype.