FreshKit Responsive Site
IDF Project - Created by me with mentor feedback
Challenge
Busy people need a way to order fresh and healthy meal kits on-demand.
FreshKit is an existing meal kit subscription service that needs to fill a gap in the market. I followed a systematic UX approach and used design sprint principles to create this design.
Business Objectives
We set the company’s goal:
In two years' time, we will be the premier meal kit on-demand system, allowing our busy customers more flexibility to get the meals they want when they need them.
What was needed:
New landing page directing users to the on-demand
On-demand site
“Studies cited in a recent e-Marketer report shows, consumers may not like the idea of being locked into a subscription.”
Source: https://www.marketwatch.com/story/meal-kit-sector-is-facing-a-shake-out-as-its-business-model-is-not-sustainable-2018-07-31
Personas
I created a series of personas that incorporated what I had learned from research studies on the meal kit industry. These personas kept the needs and time limitations of customers forefront in my mind.
Digital White Boarding
I used whiteboarding with Miro; getting feedback digitally was crucial due to location. I used the board for:
Data collected from research studies
Sprint questions
Personas & customer map,
How Might We’s
Journey map
Sketching
I used the “crazy 8’s” sketching system to come up with designs for each page of the site. This system helped me generate a lot of ideas to pull from.
Wireframe
I created a rough wireframe in Sketch to do some quick usability testing. The 5 users I tested completed their tasks with minimal issues so my design worked, or so I thought.
Hi-Fidelity Prototype
Users could search, sign in, and checkout. The problem was my participants could not get from the landing page to the on-demand site. I redesigned the prototype with a more clear path to the on-demand area.
Learned
This project was a reminder to test, iterate, and test again. I learned:
What is obvious to me may not be to someone else.
Subtle information is important- 3 of my participants referred to the primary color as pea soup green.
I love A/B testing which confirmed bright orange was a better choice.
