Daylesford Organic: a checkout built around delivery

The brief.

Daylesford sells organic food that arrives on a date, not just an address. The existing checkout didn't respect that. Customers couldn't reliably choose when their box should land, the sign-in flow threw errors people couldn't recover from, and the address step dragged. Develo Design held the prime relationship. I was brought in to lead the rebuild and make the whole journey behave.

Approach.

I led the checkout inside the Develo pod. The work was scoped tightly — one stretch of the site, done properly, end to end. Address lookup, payments, delivery scheduling, click-and-collect and in-funnel analytics were stitched directly into the experience rather than bolted on, so every step could be measured and the slow ones tightened. Releases went out in small, reviewed increments until the whole flow was calm.

What I shipped.

• 01A delivery calendar that lets customers choose when a box arrives — all on one day, or item by item as each is ready
• 02Faster address entry, with fewer dead ends and clearer suggestions
• 03A tidier payment step, with cleaner method selection and firmer validation
• 04Click-and-collect as a proper fulfilment option, with pickup from a chosen store
• 05Checkout analytics that surface exactly where customers hesitate and why
• 06Sign-in and logged-in checkout stabilised — the errors that used to block customers are gone
• 07A coordinated launch alongside Develo in December 2025

“The delivery calendar was the piece we'd been circling for a year. Nathan shipped it without drama, and it held on day one.”

Outcome.

The checkout went live in December 2025. Address entry felt immediately faster. The errors that used to trap customers largely disappeared. Click-and-collect opened a fulfilment route the brand had wanted for some time. The in-funnel analytics now show where customers hesitate, so the next round of work is evidence-led rather than guessed at. Launch day held.