Lugmety is Saudi Arabia’s premier high-end food ordering application, serving a luxury sector of the market. Their slogan, “Life Truly Indulged,” promises not just an exquisite delivery but an experience that stays with you.
However, the existing digital experience was purely functional. It was good at bridging the gap between the restaurant and the customer, but failed to convey the exclusivity of the high-end dining partners it represented. Lugmety challenged Imobisoft to:
- Re-design the application to elevate the brand and user journey to reflect a luxury lifestyle.
- Build a restaurant booking system that allows restaurants to create their own layout in a digital format and upload their visuals and menus.
The design solution: A systematic framework
We moved beyond standard utility design to apply a “Systematic Design Framework.” Our goal was to create an interface that felt curated, tactile, and expensive. We analysed the user journey to understand interactions that made the greatest impact.
1. Visual identity: The midnight palette
To differentiate Lugmety from the bright, cluttered interfaces of standard delivery apps, we utilised a high-contrast “Midnight Black” theme. This cinematic backdrop reduces eye strain and creates an immersive environment where the food looks more appetising and irresistible.
- Primary colours: We chose Midnight Black, Antique Gold, and Daylight White for high contrast.
- Secondary colours: We introduced Ivory, Chic Pink, and Royal Blue to add depth and sensuality, creating a scalable palette of rich, delectable layers
- Typography: We selected a distinctive sans-serif family with simple, open forms for headlines to convey modernity, paired with a highly legible geometric font for body copy to ensure exceptional clarity on high-resolution mobile displays.
2. The VIP experience
For Lugmety’s most exclusive clientele, we designed a dedicated user flow that feels like a private concierge service rather than a software tool.
- Diamond certification: We introduced a “Diamond” icon to mark vendors offering VIP exclusives.
- Concierge assistance: To simulate high-end service, we designed a glowing menu bar interaction. Users simply swipe up to access “VIP” chat support immediately. This gesture removes the frustration of digging through menus, providing instant gratification and reinforcing the user’s status.
3. Gamification: “roll the dice”
To address the common “decision fatigue” users face when choosing a restaurant, we injected a moment of playfulness into the user journey.
- Interaction: Utilising the device’s gyroscope, users can physically shake their phone to “Roll the Dice.” The app then randomly selects a dining option or exclusive offer.
- Engagement: This transforms a static search process into an engaging, tactile interaction, turning the pain point of indecision into a moment of delight.
This feature turns a pain point (indecision) into a moment of delight. It simplifies the user journey by offering a curated suggestion through a fun, physical interaction.
4. Live activities
Leveraging the latest iOS capabilities, we moved order tracking out of the app and onto the lock screen. The Live Activity widget tracks the order lifecycle from “In the Kitchen”, indicating that it is being prepared, to “It’s here”, indicating that the food has arrived. This keeps the user informed just with a glance, respecting the user’s time without the need to unlock the device repeatedly.
Feature expansion: The booking ecosystem
Lugmety’s expansion into table reservations required more than a simple calendar interface; it demanded a digital twin of the restaurant’s physical operations.
Understanding that luxury venues cannot risk overbooking or poor floor management, we architected a system that allows venues to digitise their exact floor plans, ensuring the digital booking flow matches the physical reality of the dining room.
- Empowering restaurateurs: We built a robust backend that allows partner restaurants to digitise their floor layouts. Restaurateurs can upload visuals, create table configurations that mirror their physical space, and manage menus digitally.
- Seamless reservations: Customers can now book their favourite table at their favourite restaurant directly within the app. The system manages availability in real-time, handling party sizes and time slots to prevent overbooking while offering customers the convenience of securing their spot instantly.
The Kiosk experience
For high-footfall physical locations, we designed a bespoke kiosk mode focused on speed and adaptability.
- Attract mode: When idle, the kiosk runs engaging video content to actively draw in passersby.
- Contextual flexibility: The interface adapts to its location. It can serve as a multi-vendor hub in food courts or switch to a dedicated “Event Mode” for pop-ups, jumping straight to a specific vendor to reduce friction.
- Streamlined checkout: We stripped back user-specific data to create a distraction-free interface. By integrating the cart at the foot of the screen, we ensured a linear, high-speed journey perfect for users on the go.
The outputs
Imobisoft delivered a comprehensive digital transformation that successfully repositioned Lugmety from a standard delivery application to a premium lifestyle brand.
- A full design update: A complete re-design of the application to elevate the brand and user journey to reflect a luxury lifestyle.
- New brand guidelines: A comprehensive guide covering colour, typography, and usage to ensure brand consistency.
- New suite of iconography: Custom icons, including the signature “G” location pin, designed specifically for the Lugmety ecosystem.
- Table booking system: A fully operational management system that allows restaurants to digitise their layout and customers to book specific tables seamlessly.
By fusing a systematic design framework with a robust functional backend, we created a platform that serves not only food but a luxury experience.
