Robinhood Superapp

Project Overview
Robinhood is a Thai-born delivery platform created to empower local businesses and promote fair income distribution. What began as a food delivery service grew into a full-fledged superapp offering Mart, Express logistics, and Travel booking, deeply rooted in social impact and local trust.

Client: SCBX
Role: Lead Product Designer
Timeline: April 2019 – 2023
Team: 3 UX Designers + 1 UX Writer

Goal
Design a unified, intuitive, and scalable user experience across all service verticals while amplifying Robinhood’s social mission and Thai identity. The challenge was not just to build a delivery app, but to shape a platform that users could trust, relate to, and grow with.

My Role
As the Lead Product Designer, I was responsible for guiding the end-to-end design process across the Robinhood Superapp while balancing strategic vision with hands-on execution.
In particular, I owned the UX and UI design for the Food Delivery service, which was the platform’s core offering and most heavily used feature.

• Defining UX strategies and flows across all services, with a hands-on focus on Food
• Leading discovery and ideation workshops with product, business, and dev teams
• Creating and maintaining a scalable design system in Figma
• Collaborating closely with developers to ensure seamless implementation
• Embedding brand values into every interaction through layout, motion, and design language

User Research Insights
We conducted qualitative interviews and usability testing with users and merchants before each redesign or service expansion. Key insights include:

• Users wanted to see prices upfront, even before choosing a restaurant
• Nearby restaurants were prioritized by users, who often decided based on distance
• Food section capped orders at 20 items, confusing some users who expected Mart-like capacity
• Saved address notes did not show up in the review screen, though they were visible to riders
• Promotions were often not aligned with current user context, or prioritized branches far away
• In Mart, users were confused by food items appearing under Mart without pre-defined categories
• Users wanted to select products across stores and finalize in one checkout
• Issues with stock updates and deliveries not matching user expectations
• Users preferred transparency in food descriptions and portion sizes
• Fonts were perceived as larger and clearer than other apps, working well across screen sizes

Based on these, we:

• Added upfront pricing and clearer estimated delivery times
• Improved algorithm for restaurant and product discovery
• Enabled featured local merchants and highlighted promotional codes when contextually relevant
• Revised font scaling and line spacing to support accessibility across devices
• Robinhood MART Usability Testing
• Ride Hailing Service

Challenges

• Scale UX to support multiple service verticals under one app without compromising usability
• Communicate complex value propositions like “Zero GP” and rider fairness in a clear, user-friendly way
• Design for a broad and diverse user base across regions and age groups
• Differentiate from global competitors by weaving Thai values into the product experience

Design Approach
To maintain cohesion across services, we implemented a modular UX framework with shared patterns for familiarity and speed.
Rapid prototyping and user testing were conducted early and often, particularly around ordering flows, merchant visibility, and onboarding.
We applied accessibility principles and built design tokens into the system to ensure consistency, scalability, and long-term maintainability.

Outcomes

• Delivered a seamless multi-service experience (Food, Mart, Express, Travel) within a unified product
• Reinforced Robinhood’s identity as a socially conscious, Thai-first platform
• Developed a reusable design system adopted across verticals and future features
• Helped position Robinhood as more than just a delivery app, earning trust from over 4 million users
• Recognized for usability, brand clarity, and cultural relevance in a highly competitive market

Reflection
Robinhood was more than just a product, it was a mission. Designing for a platform that combines business, culture, and community impact taught me how to lead with empathy, scale design systems, and make decisions that serve both users and purpose.
It remains one of the most meaningful and complex design challenges I’ve ever had the opportunity to lead.