Savoring Success: Unveiling the Freshly Chopped Delivery App Journey
Welcome to the irresistible world of food delivery apps, where convenience meets culinary cravings in a digital feast!
With a few simple taps on your smartphone, a gastronomic adventure awaits, as gourmet treasures are swiftly delivered to your doorstep. Prepare to embark on a flavorful journey, as we delve into the wonders of the enhanced food delivery app experience. Get ready to satisfy your appetite and indulge in a truly mouthwatering exploration. Bon appétit!
The Team
Ana Arriaga
Celine Wu
Faye Hitchens
Alberto Pantin
Chanel Coulombe
Roles
UX Researcher, UX Designer
Duration
6 Weeks
Enhancing Food Delivery App with Fresh Features
This case study explores the revamp of the Freshly Chopped Food Delivery app. The goal was to enhance the user experience with new features like innovative delivery options and a convenient grocery list.
After careful planning and research, updates were successfully implemented, resulting in increased user satisfaction. The study highlights the challenges, solutions, and impacts of the transformation.
Defining our audience
In the early stages of our UX project, we crafted proto-personas as rough sketches, capturing basic user characteristics and goals. These initial representations provided a starting point for our design process, helping us form a preliminary understanding of our target audience.
Illuminating Creativity: The Journey through the Design Process
Embark on a thrilling UX adventure! We start by empathizing with users, define the project's direction, ideate creative solutions, prototype and refine our ideas, and ultimately understand users through testing.
Join us in the quest for a remarkable user experience!
Empathize
Define
Ideate
Prototype
Understand
The Empathetic Journey: Discovering User Needs
Competitive Analysis and Affinity mapping were the dynamic duo of user research, taking us on an exciting quest for insights and inspiration. They unveiled the strengths and weaknesses of our competitors while painting a vivid picture of user preferences.
These processes served as our compass, guiding us toward user-centric solutions. So, we geared up for the adventure of discovery as we embarked on this exhilarating journey!
Competitive Analysis
In the bustling food delivery app space, we crafted a seamless and delightful user experience.
We refined registration, focused on sales pricing, and allowed easy customization of item quantities.
We enhanced website navigation and simplified checkout for a smooth user journey.
Our unique, engaging recipe page set us apart from competitors, turning our app into a creative culinary adventure that truly satiated our users' cravings.
Empathy Mapping
In our UX project, we tailored our approach to Maria, a busy mom valuing convenience, cost-effectiveness, and loyalty rewards.
We simplified recurring orders and item addition, with a focus on trust for produce items.
We added a search bar for her brand preferences, creating a personalized experience based on our empathy mapping.
Unveiling the User's Magic: The Power of Interviews
User interviews were key in gaining insights for Freshly Chopped. Focusing on time-pressed individuals who enjoy convenient cooking and online grocery shopping, we delved into their experiences.
Through meaningful dialogues, we pinpointed issues, spotted trends, and conceived innovative solutions for Freshly Chopped's redesign.
User Interviews
Through insightful dialogues, we explored our users' needs and frustrations, using their stories to shape our understanding. These insights steered our design choices towards their unique preferences.
User interviews, the key to crafting exceptional user experiences, empowered us to continue our collaborative journey of creation.
“Prices are a major factor when choosing an app.”
“I wish they had a subscription program to help with delivery fees.”
“I love when apps have a good reward and loyalty program.”
From Dreams to Schemes: Unleashing Creative Brilliance in the Ideation Phase
Ideation merges user insights with imagination, sparking innovative solutions. As we move from empathy to creativity, we brainstorm freely, seeking ideas to transform the user experience.
Through ideation, we harness collective imagination, unlocking solutions that resonate with our users.
Paper Wireframes
During the paper wireframing stage, several valuable insights emerged to shape the user experience of our application.
Desired iconography: Through the wireframing process, we discovered the iconography that resonated well with users, effectively conveying the app's functionalities.
Implementing a delivery tracker: Users expressed the need for real-time order tracking, enhancing transparency and satisfaction.
Brainstorming navigation options: We explored different navigation arrangements, considering elements like address input and bottom bar menu for optimal usability and easy access to key features.
These insights were instrumental in shaping the subsequent design iterations and delivering an enhanced user experience in the final product.
Mid Fidelity Wireframes & User Testing
In our UX study, we evolved from low to mid-fidelity Figma wireframes and performed user testing.
Our mid-fidelity prototype reflected design decisions from the brief. Usability tests centered on easy navigation, informed choices, and product quality trust.
User feedback pinpointed issues with plus/minus symbols, bottom navigation visibility, and 'Add to Cart' functionality.
Iterations
Through iterative wireframe design, we improved the user experience based on testing feedback.
We increased element opacity, enhanced plus/minus functionality, improved cohesiveness, and optimized the checkout flow.
These refinements resulted in a more seamless and user-friendly design.
Our Final Design Proposition
Learning Outcomes
Adventures in Adaptation: Embracing the Unexpected in Our UX Research Project
Our UX research journey wasn't without its twists and turns. Creating personas from our findings was more challenging than expected, demanding extra collaboration.
Balancing creativity with the project's constraints and extensive feedback from usability testing also posed hurdles. Yet, we tackled these obstacles, adapting our approach and turning them into valuable learning experiences.
Lessons Learned: Insights for Future Success
Our UX journey offered valuable lessons. We realized the importance of recognizing and leveraging individual team strengths for optimal results, underscoring collaboration's key role.
Regular meetings proved invaluable for alignment and goal progression. We also learned the significance of active listening and inclusive contribution, leading to richer insights and robust solutions.
Equipped with this wisdom, we're geared up for future projects, committed to crafting extraordinary user experiences.