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GoLemon Express Entry Point

Design direction for the express delivery banner

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GoLemon is launching Express, a curated fast service option. This document proposes copy, and design direction for the GoLemon express entry point: the in-app surface that routes users to the Express inventory.

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Original banner design & copy

Why a banner?

Approaches to presenting complementary grocery delivery quick commerce offerings exist on a spectrum from:

Dedicated brand identity with separate apps (such as Ocado with Zoom)

Banner in the main app that routes to curated express SKUs on the express inventory page which is the direction GoLemon is taking, also taken by Tesco with “Whoosh”

Toggles and filters in the main app like Uber Eats, Deliveroo — time-based filters (“Under 30 min”) on shared inventory

The banner approach works well for GoLemon’s Express offering because it creates a clear mental model of a distinct, curated shopping experience without requiring a separate app. Users tap the banner → enter express mode → shop from curated 1K+ items.

Design principles

Two things I wanted the banner to do:

The 3-hour promise should anchor the banner, not over-indexing on speed, but clearly differentiating from next-day.

We want to frame the SKU inventory as intentional, versus limited.

Copy & Elements

Element

Decision & Rationale

Time badge

“⏱️ 3-Hour Express” as the top-left badge to lead with time promise anchoring.

Headline

“Your essentials, delivered today” to emphasise convenience, not just speed

Supporting copy

“1K+ curated items • Order by 3PM for same day delivery” frames the reduced SKUs as being curated, and intentional.

There are no rows in this table

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Design draft

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Experiments we can run

Experiment with dynamic cutoffs based on the user’s time such as “Order in the next 2h 34m for same-day” to create urgency

A/B test the dynamic cutoffs with static cutoff such as 3pm

Test the CTAs such as “Get Express Delivery” and "Shop Express Now”

“Order by 3pm” vs “Order by 3pm for same day delivery”

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