Deep
Rooted.Co
Deep Rooted.Co is a D2C agri-tech startup based in Bengaluru, India, connecting consumers directly with farm-fresh produce. As the principal UX/UI designer over two years, I owned the end-to-end design of the mobile app and e-commerce website - from zero to launch and through iterative post-launch improvements. Read full case study on behance.
Client
Role
Tools
The Problem
The platform needed to bridge a trust gap: consumers weren't used to buying fresh produce online without seeing or touching it. The UX had to compensate for that missing sensory experience through transparency, discoverability, and a frictionless purchase flow.
Key Decisions
1. Building the design system first before designing a single screen, I established a scalable component library in Figma.
This kept the app and website visually consistent as the product scaled, and cut handoff friction with the engineering team significantly.
2. Personalisation through user research I ran user interviews to map how different customer segments browsed and purchased. That research directly shaped personalisation features - tailored product recommendations and contextual homepage content - that improved both acquisition flow completion and retention.
3. Conversion-focused discovery redesign Search, category navigation, and product detail pages were redesigned with a specific focus on reducing drop-off. Changes to hierarchy, imagery standards, and CTA placement contributed to measurable improvements in purchase conversion.
Outcome:
Shipped a live product used by thousands of customers across Bengaluru. Design system adopted across app and web surfaces. Personalisation and conversion features delivered measurable improvements to key acquisition and retention metrics.
Current scenario
Deep Rooted.Co shut down operations in 2025. They shifted into a B2B model before eventually phasing out operations all across India.
