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Abby G.

Fresh Market

A meal subscription plan that focuses on lunch delivery of our high-quality deli offerings to existing and new customers.
Role:Designer
Duration:4 Months
Tools:Figma, Miro, FlowMapp

Fresh Market

A meal subscription plan that focuses on lunch delivery of our high-quality deli offerings to existing and new customers.
Role:Researcher, Designer
Duration:4 Months
Tools:Figma, Miro, FlowMapp, Photoshop

Fresh Market

A meal subscription plan that focuses on lunch delivery of our high-quality deli offerings to existing and new customers.
Role:Researcher, Designer
Duration:4 Months
Tools:Figma, Miro, FlowMapp, Photoshop

Design Process

Research

Competitor Research
SurveysUser Interviews
Analyze
‍
Affinity Diagram
PersonasUser Stories & Flows
Story Maps

Design
‍‍
Sketches
Wireframes
Prototypes
Interactions
Evaluate
‍‍
User Testing
What I learned
Issues I ran into
‍

Design Process

Research

Competitor Research, Surveys, User Interviews
Analyze

Affinity Diagram, Personas, User Stories & Flows, Story Maps
Design

Sketches, Wireframes, Prototypes, Interactions
Evaluate

User Testing, What I Learned, Issues I Ran Into

Research

Competitor Research

To begin my research I started to google deli meal services, food delivery services, etc. I came across some unique places as well as some companies with higher reputations in the meal delivery world. I compiled a list of competitors I thought fit close to the company’s own brand.  

From there I worked on a competitor matrix table so I could compare the different competitors’ sites from one another. This gave me good insight to the good and the bad of each sites quality.

Using the competitor matrix table I was able to pick out the three top competitors. I began to work through heuristic testing on these sites to see how well the truly functioned and worked for users.
Competitor Matrix Heuristic Testing

User Input

Before I could start recruiting users to test the competitors products, I needed to come up with prompts for them to work through on each website. I went back through each top competitors website and try to put myself in the shoes of a typical user. I clicked through to see what worked and what didn’t flow correctly and from there came up with some specific prompts I wanted users to try and complete.

Once the competitor testing was complete, I began to interview people familiar with interest and experience with meal subscription services. Users talked me through their experiences with past meal subscriptions and issues they ran into.

Surveys

Following the competitor research I worked on creating a survey to send out to all kinds of people to see who uses a meal subscription service, who doesn’t, and why they do or don't like them. I worked through multiple drafts of questions to make sure I was asking asking the right questions so I could get honest and quality feedback.

The majority of responses I received from users was they didn’t use subscriptions and they were too pricey. Others who do use meal subscriptions seemed to teeter totter on the commitment to a subscription plan.

This gave me great insight into the need or want for an as needed option. Not everyone likes to commit to a weekly, bi-weekly subscription plan.

Analyze

Affinity Map

Using the information I gathered from research, I began to create notes of everything from important to details not so important (knowing they would come in handy and bring great insights.)

The next step was to group together related ideas and see what overall theme each group had. From there I was able to narrow down 3 main priorities users needed:

Variety
Users need options and different things to keep them interested and sticking around

Convenience
Users need easy to receive necessities so there are no bumps in the road of their daily life

Health
Food that makes you feel good and doesn’t have to question where it came from
View Map in detail

Analyze

Affinity Map

Using the information I gathered from research, I began to create notes of everything from important to details not so important (knowing they would come in handy and bring great insights.)

The next step was to group together related ideas and see what overall theme each group had. From there I was able to narrow down 3 main priorities users needed:

Variety
Users need options and different things to keep them interested and sticking around

Convenience
Users need easy to receive necessities so there are no bumps in the road of their daily life

Health
Food that makes you feel good and doesn’t have to question where it came from
View Map in detail

Personas

Both personas fit the target audience I originally assumed would be the best fit for the product. Keeping distance in age and lifestyle, I could get a good grip on who would be using this product in the future.

Kat
Age: 32
Job: Pharmacist‍

Goals:
> Learn to cook after 5 years of eating mac and cheese in college
> Get nicer meat, fish and other ingredients than I’d otherwise buy myself at the store
> Have ready to make meals that are still healthy makes time management easier
‍
Frustrations:
> Wants meal plans to offer more lunch options to change up same  meal options
> Ordering window too far out from delivery date
> App not available so I have to go onto website to order

Christian
Age: 23
Job: Student‍

Goals:
> Cook more and save money. Also plan out meals for the week
> Keep meal planning simpler and food all from one source
> Use time wisely by avoiding store and using time for studying
‍
Frustrations:
>  Wants to check recipes ingredients for allergies.
> Tiny kitchen slows down cooking process. Needs less prep steps.
>  Eco-Friendly packaging time consuming to dispose correctly.

User Stories & Flows

‍Round 1
I focused only on general basic tasks users would want to do with the product.

‍Round 2
I broke down those original stories into groups based on the placement of the website and where those tasks would be completed. I took an overall general story/task that best fit the page a user would be on and then started listing out more detailed tasks that would complete that general task on that page.

‍Round 3
I took those more detailed tasks to the individual page and got MORE specific of what all was needed for the user to even use the page started thinking the smallest of items and details that a user would need to complete anything that certain page to help complete any of the tasks I listed.I started with the guidance of users’ needs and frustrations to make a list of simple tasks they will want to complete.
View More Flows

Create

Sketches

When it came time to layout the designs running through my head I grabbed my iPad and pencil and began to sketch. I timed myself for 2-minute intervals to not overthink the design and just throw on ideas I come up with on the spot.
View Sketches

Wireframes

Using the basic sketches I created I was quickly on track to creating a working prototype that interacted. Using Figma I was able to create all the basic shapes needed for the wireframe prototype. I created not one but two versions of a couple of pages to see what would work best.
View Wireframes

Prototype

Having the basic wireframe complete I could jump right into making things look realistic. I started with the colors, fonts, and some stock images to help inspire the overall branding of the product.
View Prototype

Interactions

Here I began to put together different visual elements to help users interact with certain buttons and content within the prototype. I made sure elements were visually contrasting and changed to help users understand when an element’s state switched or was in use.

1st Interaction
‍‍A user hovering over meal subscription options to view pricing. Once selected, a call to action sign-up button appears to help direct users to continue with signing up for the subscription.
2nd Interaction
‍‍A user can customize ingredients within a recipe before adding them to their cart. Users will receive a pop-up menu providing customizing options for the ingredients they want or don’t want in their meal. Checkboxes are used to help users easily navigate and understand what all will be inside their meals. Once done customizing they can save and will be able to see their customized updates provided below nutrition.

Evaluate

As my first full UX project, I saw how methods work together to continue creating a fully functioning product. Certain methods take time and more than one round of effort. You and your users see completely different.

What I learned

Your instincts may be proven wrong
During competitor testing, I noticed early on that the top competitor was not so number one after having people try to complete simple tasks. I felt frustrated with myself that I chose the wrong site but it's just the way I see things differently than others. You have to finish the project you can't keep trying to perfect it forever… let it go.

Organization
I struggled to keep files organized and not left a mess of copy elements. I can so easily get in-depth to a design without taking time to name along the way leaving me to have to break and go back to figure out what certain elements are.

Combining new & old design skills
Grasping UI design, as well as learning to ignore the conflicting print design disciplines I was so used to, opened my eyes to how varied designs can be for different platforms.

Challenges I faced

Looking for a cohort during the holidays
Thanksgiving week was a difficult speed bump to work through. I did not think about the timing of when certain steps of the process would occur. If I planned ahead more accordingly for the dates, I would have had a more successful survey and a variety of people to choose from to participate.

You can only go so far with Figma
When it came to interactions I struggled to get items to connect and run smoothly. The only way was to make multiple clicks through flow was by making the multiple pages instead of just multiple interactions. I soon realized what I was trying to accomplish was not able to be done as easily as I thought in Figma.
Interactive Prototype
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Abby G.