Pickme

Project Type

UX UI | UX Research | Ai | Design Tablet | Branding

A tablet-based ordering food system designed to streamline the deli experience by studying in-

store customer behavior, crafting a warm and intuitive visual language, and enabling users to easily

assemble personalized baskets or choose from ready-made options.

About Pickme

This project introduces an in-store tablet system that allows customers to order both custom-assembled and pre-made baskets directly at the deli counter. The interface guides users through browsing categories, selecting items, adding personal notes, and reviewing their final basket before checkout. Designed to reduce waiting times and minimize staff involvement, the system enhances customer independence while creating a smoother, more efficient, and enjoyable shopping experience.

Information Architecture

System Tree

User Scenario

Competitor Research

The Options Available Today- "Aroma"

Advantages

Large, easy-to-tap buttons.
Dine-in / Takeaway” button appears on every screen.
Accessibility button available across the entire interface.
Clear, readable typography.

Disadvantages

Inconsistent visual language across some screens.
Missing titles on certain pages.
Text visibility issues on the payment confirmation page.
Inconsistency in button colors and styles.

Conclusions & Recommendations

Maintain a consistent visual language.
Provide a clear title for each page.
Improve overall visual hierarchy and presentation quality.
Ensure a clear distinction between selected and unselected elements.
Create smoother, more intuitive navigation throughout the app.

Dish Structure Analysis

During the design phase, we created a series of unique product visuals using AI (Adobe Firefly) to capture the richness and enjoyment of assembling the perfect basket. Each item is presented in a clean, appetizing, and visually inviting way, helping users feel confident and inspired in their selection process. The images represent only a portion of the wide variety available, allowing every user to mix and match products and craft a basket that fits their taste, occasion, and desired experience.

Product Creation Process

Branding

Logo

The name Pickme was chosen for its natural connection to the world of picnics- its sound subtly echoes the word “picnic,” while the word Pick conveys choosing and collecting. The addition of Me brings a personal layer and even hints at the playful sound of “nic,” giving the brand a light, youthful, and slightly cheeky tone. The slogan “Choose. Gather. Enjoy.” completes the experience, capturing the essence of the brand: a simple ordering process, a relaxed and personal moment, and a picnic that feels stylish, modern, and easy to take anywhere.

Typography

The brand typography is based on Gliker Expanded- a wide, rounded typeface with a soft, friendly presence. Its open, expanded structure creates a modern and youthful look, while the gentle curves subtly echo the shape of a picnic basket. The result is a typeface that feels accessible and joyful, yet clean and well-designed- perfectly aligned with the Pickme experience.

UI Kit

Neta embodies the Tel-Aviv, hipster vibe of PickMe- casual, stylish, and full of personality. Her presence, along with the oversized illustrated elements around her- bread, cheese, wine and more- adds a playful, urban-picnic feel to the interface. Through a warm and expressive illustration style, Neta reinforces the local character of the deli and creates a memorable, distinctive visual atmosphere.