Busy professionals
Quality mutton, without the time or effort of choosing every cut.
Licious · A familiar way to buy
Mutton 2.0
Your favourite parts.
Your perfect curry.
“just how I like it.”
Target users.
Passionate mutton eaters
They know the part, piece size and mix they want.
Ribs, smaller pieces,
a little fat.
Key insights.
Standard packs left little room for preference.
These buyers wanted the control they had at their butcher, not just convenient delivery.
Trust in quality was a broader concern. This project focused on choice.
The design question
Can ordering online feel
as personal as the butcher?
To explore that, I started with the choices people make at the shop.
The offline ritual
At the shop,
the order is yours to make.
“That part, please.”Pick your part.
Raan, ribs & chops, or shoulder.
“A little smaller.”Size it your way.
Pieces that suit your curry.
“Some extras, too.”Add your extras.
Liver, fat & more.
A pack is a product.
An order is personal.
The same choices, now online.
The solution at a glance
Familiar choices.
One connected journey.
Bring the butcher-shop choices online, with a ready-made option for anyone who would rather skip the choosing.
Start here
Mutton page
Choose Cuts
Make it yours
- 01
Choose cuts
Pick a part or mix favourites.
- 02
Choose piece size
Find pieces that suit your dish.
- 03
Add extras
Liver, fat and more, if you like.
Or, keep it simple
Chef’s Pick
A ready-made pack, without the choosing.
Ready to review
Your cart
Your selections, together.
The constraint
Fixed dimensions. Two weeks.
The journey had to use an existing template, with minimal engineering effort. I designed the layouts and illustrations around its fixed dimensions.
The available space
Template schematic
Fixed image area
My design, fitted to it
Final artwork
Mutton 2.0
Your curry.
Your way.
The entry point
From browsing packs
to choosing your cuts.
A bottom sheet on the Mutton page introduces the choice of parts. “Choose Cuts” starts the journey.
01 Choose your cuts
Choose a part.
Or mix your favourites.
Each part has a picture and a cooking cue.
Behind the illustration
How small
is small?
“Small” and “large” leave room for guesswork.
I showed the piece in a hand so shoppers could judge its size against something familiar.
02 Size it your way
Same part. Your kind of pieces.
03 Liver, fat & more
A little extra,
if you like.
Add liver, fat and more after choosing the main cut.
Your choices come with you.
Your way.
Or the Chef’s Pick.
A ready-made pack for anyone who’d rather skip the choosing.
The whole order, together.
Tap a screen to enlarge
From design to experiment
The experiment,
in numbers.
A familiar buying sequence, built within the tools we already had.
Experiment results
Results are for the complete route, not individual steps.