Mobile App
Design Process
Discover: User Research, User Interview, Competitive Analysis
Define: User Personas, Empathy Mapping, User Journey Map
Ideate: User Flow, Card Sorting, Information Architecture
Design: Wireframes, Hi-Fi Designs, Prototype
Testing: Feedbacks, Conclusion, Future Concepts
Project timelines
This project took around 6 months to complete full project with research, design system and UI design.
Problem statements and challenges
Abandoning Mobile sessions: Frisska is one of salad provider which provide online delivery services through their website. Many people are using their phones to shop for food online. However, per the client’s most recent assessment on Google Analytics, more than 80% of their potential customers were shown to be abandoning their mobile sessions early on.
Organics search: People were generally supportive of the mission of organics which included ‘supporting local business’, ‘ethical’, and ‘caring about health and the environment’.
Health-Conscious females: Customers were mostly busy, health-conscious females who enjoyed the convenience aspects of online shopping.
Lack of healthy food delivery options: Lack of time in people’s lives & many food delivery companies don’t offer a lot of room for personalising their own salad orders.
As part of the challenge, I was responsible for the user experience research, and the user interface design.
The Solution
My goal here was to pave a clearer road for future customer journeys through Zomato or Swiggy, a set of navigational signposts and feedbacks targeting the early-to-mid stages of the online experience.
For our major customer group, busy-ness meant the ordering process should be presented as simple as possible.
Some people voiced concerns around state of their delivered produce.
Most people preferred to buy exactly what they have in mind, i.e. to see what they will be receiving. They also felt like consistency and customisability should have been a given in their orders.
Let’s create an online e-commerce that specifically focuses on the delivery of fresh salads along with the option of personalising ones orders & ingredients. It will be a quick service and alternative to having to bring healthy food from home.
User Research
We conducted user interviews, surveys, mapped the customer journey and also create a comparative/competitive market analysis.
In the research, we intend to understand the user needs, behaviors, and motivations. By conducting user surveys and interviews, the design team was able to gather both qualitative and quantitative in a way that informed who the users would be, the context in which they would use the product, and what the user’s needs were.
From our interviews and survey we found out our users are between 20–39 years old and…
Of the 70 people we surveyed, the great majority are knowledgable in terms of nutrition and healthy eating habits.
But if they had a choice they would choose a quick and easy fast food option over quality of food due to lack of time.
Most cook at home and prefer to save money by taking food from home to their work.
There is social pressure for younger adults to eat healthy for look fit & healthy while the older adults eat healthy to take care of their health.
User Interviews
To understand the individuals who would be using the Frisska app, we went around Pune, interviewing individuals of various demographic and ethnographic backgrounds. The following is a brief of some of the questions.
Some people voiced concerns around state of their delivered produce.
Most people preferred to buy exactly what they have in mind, i.e. to see what they will be receiving. They also felt like consistency and customisability should have been a given in their orders.
Afinity Diagrams were used in our research process to identify patterns in the data collected from user interviews, industry reports, and technological reviews. As designers, we like to put our research into a visual format and find that this helps us to sort all of our findings out.
In our design process, we use low-fidelity sketches as our starting point for visual design.
We find that this is the best way to illustrate the concepts that we are trying to build out and it is also a great way to explore many different ideas without significant time and resource investment. User testing is incorporated into our sketching process with paper prototyping and we are able to see what ideas have the potential to work and which ones don’t. We also simply enjoy the process of throwing a lot of ideas out there and this is one of the best ways to do it
As designers, compare the role that we play in product development to that of architects in the construction of a building (hence the term information architecture). The sitemap is our blueprint for how a product (in this case, Salad App) will be structured and provides the outline of how we will design (“build”) it.
