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Project Overview

  • The Product: A mobile app where users can order recipes to their door, or they can select recipes from the app and buy the ingredients at the supermarket.

  • Project duration: 4 weeks.

  • The problem: Freshly Dropped is a food service company that delivers freshly picked meal boxers for users. They want to expand their business with an app that gives customers the choice to order ingredients at their door or get ingredients from the supermarket.

  • The goal: An intuitive app that gives customers the flexibility to buy meals in a way that suits their lifestyle.

  • My role: UX/UI Designer & UX Researcher

  • My responsibilities: User research, wireframing, prototyping, and usability testing.

Design Process

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Understanding the user

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Starting the design

  • User research

  • Personas

  • Problem statements

  • User journey maps

  • Paper wireframes

  • Digital wireframes

  • Low-Fidelity prototype.

  • Usability study

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Refining the design

  • Mock ups

  • High-fidelity prototype

  • Reflection

Understanding the user

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  • User research

  • Personas

  • Problem statements

  • User journey maps

Research: Why user interview?

I chose to do user interviews as my choice of research method these are the reasons why:

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  • A most efficient way to gain insights into the user’s motivation, feelings, and how they would use the product.

  • The most accessible way for me to understand the consumer is within budget.

  • Helps me identify pain points in the user’s daily life.  

  • Help me understand users deeper because I’m exposed to clues.

Research: User pain points

 1. Waiting - Users that wanted to get into the habit of cooking their own meals, but do not know where to start.

3. Lack of knowledge - Customers need easy access to healthy recipes because they don’t have the time to do food shopping.

2. Limited access - Users said they tend to forget ingredients when they shop.

4. Service anxiety - Users want to have a healthy lifestyle but they do not know where to start.

Research: User persona

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Antonia Stevens

Age: 21

Education: Salford university of art

Location: Manchester, United Kingdom

Family: Has 3 siblings but lives by herself

Occupation: full-time student.

Problem statement: “It’s my first year at uni and I need to learn how to cook because I want to save money and build new relationships .”

Goals

  • Access to healthy meals.

  • Needs quick and simple. recipes as she’s always studying.

  • Wants to use food as a way to create bonds.

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Frustrations

  • Doesn’t know how to cook.

  • Needs to make friends

  • Takeaways are expensive.

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​Antonia is a 21-year-old art student, her life revolves around her art degree and building new relationships as she’s new to the city. She’s had the privilege of her mother cooking all her life. Fast food is unhealthy and expensive. She wants to learn how to cook healthy meals and she thinks dinner parties will be a fun way to build relationships in her new location.

Research: User journey

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Research: Competitive audit

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I did a competitive audit to help me understand what it takes to dominate the market share and if I learn any ideas that will enhance our user experience.

Research: Competitive audit discoveries

After doing an audit on similar products that dominate the market share, I gathered some opportunities for myself to explore:

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  • Clear and concise UI.

  • Instructions on how to cook.

  • Ability to choose time and place for delivery, with ease.

  • Repeat order feature.

  • Build your own meal feature.

Starting the design process

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  • Sitemap

  • Paper wireframing

  • Digital wireframes

  • Low-Fidelity prototypes

  • Usability studies

Design: Sitemap

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Design: Paper wireframes

These are paper wireframes I made based on the solution and ideas we gained from the research phase.

Design: Digital wireframes

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Design: Usability test

I did a usability test on the same 7 individuals I interviewed, to track my progression, these were the outcomes:

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  • User had the burden of choice.

  • It took the user longer than expected to complete the task.

  • Lacked intuitiveness.

  • Lacking visual consistency.

Refining the design 

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  • Mock ups

  • High-fidelity prototype

  • Reflection

Before usability test

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I removed the liked meals and search bar feature to reduce the burden of choice, this will enable the user to have a smoother experience. I added a meal option carousel that leads to what type of food users want within that category, this is based on the mental model users have when deciding what to eat.  I also added a navigation bar with the most popular features, to increase efficiency.

After usability test

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Before usability test

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After usability test

Instead of having all food categories, I decided to give each category a page, to reduce cognative overload. I also used Gestalt principles of symmetry, continuity, and common fate. This stabilizes the user mentally so they are not overwhelmed during the process.

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Dietry requrements feature

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Serach feature

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Cooking instructions feature

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Shopping list feature

Moving forwards

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  • I think I should use different software, so I have access to more fonts, as the typography didn’t give my desired tone.

  • I want to use make my own icons as the ones I used for this project did not evoke emotion and were dull.

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