Freshly Chopped
A Friendlier Business-Driven Meal Kit Delivery Service
Role
UX/UI Designer
UX Strategist
UX Research
(in a team of 3 UX Designer - 3D Consulting)
Type
Redesign (associated with Concordia University)
Tools
Figma, Miro, Zoom, Slack, Notion
Duration
Two weeks (Oct 2023)
Sector
Food Industry
Project Background
Chief executive of Freshly Chopped email
“ I am Salma, chief executive officer of Freshly Chopped, a food service that delivers freshly picked meal boxes for you to prepare at home. The recipes and items are carefully selected to our customer's wishes and needs and delivered right to their doorstep, making it incredibly easy to still cook and eat healthy and delicious without having to go through the hassle of finding the perfect recipe and ingredients.
We would like to expand and upgrade our app (which has recipes but no delivery). We would like you to add delivery functionality to our app.”
Objective
At Freshly Chopped, where delightful recipes and easy grocery lists come together, partnered with 3D Consulting to integrate delivery functionality into their app, aiming to improve user engagement and returning user rate.
“ Our app currently allows users to scroll through recipes that they might find interesting as well as filter the recipes (e.g., filter on ingredients or courses). The most important thing we want to add is the ability for users to order the delivery of ingredients for a recipe through this app. “
Our Current Standout Features
Top-Quality Selection: Offering best products
Smooth Interaction: User-friendly experience, ensuring seamless navigation
Bookmarking: Saving favorites is a breeze for our users
Effective Search: Finding what you want is simple
User Ratings: User feedback system, enhancing the reliability of content
Areas to Growth
Boosting Returning Visitors to 40%
Creating a comfy spot for busy users
Loyalty Rewards for those who enjoy a little extra spending comfort
Empathizing with Busy Customers
Secondary Research
The meal kit market in Canada has seen remarkable growth, from $5 million over a decade ago to about $1.1 billion today. While meal kit services have gained popularity, 69.1% of Canadians have never subscribed to one, and 22.5% stopped using them. Only 3% of users are fully committed to a meal kit service, and 9.8% are uncertain about using them in the future.
Customer retention has become a significant challenge for meal kit services in Canada.
I read the report published by analyst to get a better understanding of the challenges of meal kit delivery services . The report offers so many in-depth findings, but here is the most important fact about the future of this industry:
“Meal kit delivery services have gained popularity in Canada in recent years, offering a convenient solution for busy consumers who want to cook healthy meals at home without the hassle of grocery shopping and meal planning. However, rising food prices and shipping costs could impact the profitability of meal kit delivery services in the future. Additionally, changes in consumer preferences or economic conditions could lead to shifts in the market, making it important for companies to stay agile and adaptable”
Competitor Analysis
We analyzed 6 competitors (Direct and Indirect) “Good Food”, “Uber Eats”, “Hunger root”, “Hello Fresh”, “ Blue Apron “and “Lufa farms” by gathering the feedback they’ve received from their users on their social media channels, platforms, Play Store, Apple Store, etc:
Analyzing their customer feedback showed a few common patterns among users’ pain points, but the main problem was regarding platforms that have applied a time-consuming process of meal planning and grocery shopping.
Users find it difficult to review and recap what they have ordered in the process of finalizing their orders or tracking their order for delivery.
Quantitative Research (Market Research) - Survey
Qualitative Research - Interview
“ I supposed that with meal kit, there is considerably less food waste and you can beat the convenience of having your meals being delivered to your door ”
“ While I’m relatively a good cook and have the ability to pull together a complete meal in about 45-60 minutes I was hoping to take out some of the drudgery of recipe searches and grocery shopping as well as eliminating wasted food ”
Synthesize and Analyze the Insights
Persona
Based on our research findings, we built one primary persona to build empathy and keeping the user at the center of the design process:
Story Map (Scenario)
Pain Points
Lack of flexible, accurate and reliable delivery or pick-up
Limited availability of global ingredients
The constant "What's for dinner?" question
Eco-Friendly Struggle
Afsaneh loves experiencing loyalty options but hesitates due to concerns about higher costs.
Problem Statement
The problem arises when individuals living hectic lifestyles seek convenient, healthy meal options with diverse and customizable choices to suit their preferences. Ensuring timely and reliable delivery or pickup is essential, alongside confidence in order accuracy. Failure to address these needs may result in low rates of returning users or acquiring new customers.
Designing the Solutions
How might we…?
HMW we make a convenient process for delivery?
HMW make sure that our international customers could find their own meals adapted to their culinary culture?
HMW make sure that our environmental customers are happy with our packaging?
HMW make our users comfortable with our price point?
Ideating the design solution
To address the findings of the research phase, I designed specific features to solve the problem:
Brainstorming sessions led to innovative ideas for integrating the delivery feature while maintaining the app’s user-friendly interface.
Information architecture with card sorting
To determine the information architecture of the website, we asked 2 individuals to participate in a card sorting session.
Mid-fidelity design
Recipe Enhancement
Payment and Reward Program
Streamlined Delivery Experience and Real-time tracking
Usability Testing
Our user testing was a success conducted through a remote session via 15-minute Zoom call. Users effortlessly completed their tasks, also gathering insights that continuously shaped the design. They spoke. We listened.
Results
Gift Cards and Goal Tracker required simplification. So, we've streamlined the process, resulting in a more user-friendly design for Afsaneh’s enhanced experience.
Hi-Fidelity Wireframes
Recipe Enhancement
Payment and Reward Program
Streamlined Delivery Experience and Real-time tracking
Takeaways
Working in an agile environment under a tight timeline while mastering new tools has taught me a lot. How to work through lots of data, how to collaborate with a team, etc.
Next Steps
These are the metrics that we want to measure the success of our solution with:
Monthly active users
Monthly deliveries
Monthly Revenue
Higher conversion rate: Visitors to customers
Customer retention
Usage of loyalty program points