Bublibu
PRODUCT
DESIGN & STRATEGIC
Content is on progress
Over the course of this project, my role has naturally evolved from being design-focused to becoming more business-centric. I’ve taken on heavier responsibilities around product strategy, defining business processes, and shaping how the product should grow while still staying hands-on with the design itself. This shift has allowed me to bridge strategy and execution, ensuring every decision connects both the business goals and the user experience.
This project executed based lean startup strategy with focus on fast itteration and ve
Company
:
Paton.dev
Timeline
:
2021-2025
Role
:
Product Designer & Strategy
Skill
:
Design strategy, Market research, Competitive analysis, Product design
PRODUCT DESIGN PROCESS
Visual exploration
Full case study available at interview
Problem Statement
- Most food-delivery platforms charge high admin and service fees, making online food prices 25–35% more expensive than offline.
- Managing an in-house delivery fleet, driver operations, order routing, and backend systems is complex and costly. These operational costs end up being passed on to merchants and customers.
User Behavior & Business Opportunity
- Users realize they can often get a cheaper total price by ordering directly from merchants (via chat or DM) and then booking third-party instant couriers separately.
- The rise of local courier companies offering open delivery APIs creates an opportunity: instead of maintaining their own drivers, a platform can integrate external couriers to reduce operational burden.
Bublibu Product Strategy
- Bublibu positions itself as a delivery service aggregator, not a courier operator.
- It integrates external courier APIs to provide a seamless ordering experience without the high cost of maintaining an internal driver fleet.
- The core goal is to reduce admin and operational costs, making food delivery more affordable and transparent for end users.
- Merchants benefit from lower fees and healthier profit margins; customers enjoy more competitive and transparent pricing.
✅ Essence of Bublibu’s Value Proposition
Bublibu is designed as a leaner, more affordable alternative to conventional food-delivery platforms. By aggregating external couriers instead of running its own driver fleet, Bublibu:
- lowers prices,
- increases transparency,
- reduces operational complexity, and
- improves merchant margins — all while keeping the user experience smooth and convenient.
DESIGN PROCESS
Bublibu
PRODUCT
DESIGN & STRATEGIC
Content is on progress
Over the course of this project, my role has naturally evolved from being design-focused to becoming more business-centric. I’ve taken on heavier responsibilities around product strategy, defining business processes, and shaping how the product should grow while still staying hands-on with the design itself. This shift has allowed me to bridge strategy and execution, ensuring every decision connects both the business goals and the user experience.
This project executed based lean startup method with focus on fast iteration and small team with just 1 Dev, 1 QA, 1 researcher and my self as a lead designer.
Company
:
Paton.dev
Timeline
:
2021-2025
Role
:
Product Designer & Strategy
Skill
:
Design strategy, Market research,
Competitive analysis, Product design
PRODUCT RESEARCH
Problem Statement
- Traditional food-delivery platforms charge high service fees and rely on costly in-house courier operations, making online food prices 25–35% higher than offline.
User Behavior & Business Opportunity
- Users often bypass platforms ordering directly from merchants and using third-party instant couriers to save money.
- Growing availability of courier APIs creates an opportunity for a more efficient model.
Bublibu Product Strategy
- Bublibu acts as a delivery aggregator, integrating external couriers instead of managing its own fleet.
- This reduces operational costs, lowers fees, and keeps pricing transparent for users and merchants.
Essence of Bublibu’s Value Proposition
A lean, affordable alternative to food-delivery apps. By using external couriers, Bublibu offers cheaper prices, clearer fees, and a smooth user experience without the heavy cost structure of traditional platforms.
PRODUCT DESIGN PROCESS
Visual Explorations
Branding
Typography
Illustrations
Iconography
UX Design
Flow diagram
Information architecture
wireframe
Edge cases
UI Design
High Fidelity Screenshot
Design system
Full case study available at interview
