Freshly

UX Designer
Project Overview
Freshly is a application for the people who wants to add healthy, plant-based food into their lives.Its for vegan-curious people who want alterations in their meals here and there.Its for people who want their meals on time.This application is for someone who is looking for inspirations, for someone who eats animal based meals and want some pretty awesome options in health plant based meals.
The Problem
Before jumping to the next section we need to do is validating the problem statement. I am not so sure how much I have came up with the problem validation but tried to list out the major concerns which are the main pain points of fitness enthusiasts people from all areas.
  • People who are concerned about their health but need consultation to begin with
  • Need organic and hygienic vegetarian and vegan food
  • Food prepared according to the customer's allergies or taste preferences
  • Not able to track the progress to meet their goals
  • People who want to get into a few weeks weight loss plan like brides to be, grooms to be and post natal for short term weight loss
  • Most of the time physicians or specialists ask patients to lose weight or eat healthy to curb health problems like thyroid, diabetes and even skin problems.
The Solution
Before jumping to the next section we need to do is validating the problem statement. I am not so sure how much I have came up with the problem validation but tried to list out the major concerns which are the main pain points of fitness enthusiasts people from all areas.
  • People who are concerned about their health but need consultation to begin with
  • Need organic and hygienic vegetarian and vegan food
  • Food prepared according to the customer's allergies or taste preferences
  • Not able to track the progress to meet their goals
  • People who want to get into a few weeks weight loss plan like brides to be, grooms to be and post natal for short term weight loss
  • Most of the time physicians or specialists ask patients to lose weight or eat healthy to curb health problems like thyroid, diabetes and even skin problems.
My Contributions
I have worked on this project with one of my clients. I have worked as a UI/UX designer where I was responsible for the whole process of research and discover, user interviews, brainstorming, ideation, user flow and wireframe, User interface.

My Process

Competitive Analysis

I analyszed many competitors working in the same market to feature Freshly over others. Below are the opportunities and improvements that are revealed as an outcome of Competitive Analysis.

  • None of the existing applications in the market provides customized food plans.
  • None of applications allows customer to request modification in standard recepies according to their preferences, in case of particular disease.
  • Competitors provided lots of irrelevant content on their website that confuses the customer and does not help in choosing correct food plan.
  • None of the competitors provided free of cost consultation before signing up or choosing the plan to help new customers.

User Interviews

I conducted a few interviews to understand the participant's preferences about their food choices, tastes, goals and pain points. Below are the cumulative highlights reflecting food requirements from the responses received during interviews.

  • Fitness and food to support body types (lean muscle, build bulky muscle etc) required for certain sport.
  • Healthy food options required to recover in case of any injury.
  • Food which helps in weight loss in short span of time and also encourage sustainability.
  • Regulation in the diet plan.
  • No boring diet plan all the time and customization according to the preferences.
  • Need healthy, hygienic, plant-based and tasty vegetarian alternatives in food.

User Research

Information Architecture

Previously gained user insights were leveraged to create user flow for each persona. A user flow was build to illustrate the website's navigation structure and to determine the scope of key screens to be designed in the next phase.

Ideate and Create

Wireframe, Prototype & Test

A bridge between the research phase and the development of high fidelity visuals is the wireframing phase. It focuses on structure and content. We should concentrate not just on the look, but also on the feel of the product at this point and create clickable prototypes to check functionality. Clickable prototypes allow us to quickly test our product flow and iterate on it. I drafted the clickable wireframes below for all parts based on the sitemap:

Rinse & Repeat

I used low-fidelity prototype to conduct usability testing with freshly of varying levels of experience. Tests were conducted in person and all tests were recorded. The results were put together in an affinity map in order to understand successes, comments, insights, and problem points that required further iteration. These tests showed the users were not much engaging because it was a new product in the market. So I have added the Free analysis form where user fills the details and get an email with evaluation results. That evaluation contains BMI of the user and few recommendation to their diet by consultant for free. That iteration was fruitful as it makes a trust factor in user toward the product. I've iterated the flow and tested with users.

Style Guide

Color Palette
Typography
Iconography

Visual Designs

Prototype

Future Step

The project is still in progress. The product idea has been presented through this website. Two Investors has signed the agreement, few formalities are left. I will do the A/B testing once this product hit the market. Following are the additional planned features:

  • Select the meal or ingredients according to the user preferences
  • Free analysis report content
  • Product's upcoming and additional feature is blog section which may contain yoga practise and pros and cons of our food choices
  • Feature to make and customize the favourite list

Learnings

As I'm a part of a large organization, working with a product launch team was very interesting. Below are my learnings during this project:

  • Reminds participants that this is a prototype
    User testing based on paper-prototype makes it better difficult for some people to imagine how the "real website" look like
  • Connecting the dots is the excellency
    During the User Interface phase, client was telling their random thoughts about the cover page and illustrations. I was iterating the illustrations again and again. Then I asked him to let me design the landing page first then we will discuss. When I designed the landing page according to the client's conquered thoughts then they were very impressed and proceed with that approach.
  • Ask questions, don't hesitate.
    Freshly's concept was very new to me and never worked on it. That was the reason I have asked lots of questions during the requirement and in between the whole process. Eventually, things workout and we meet the end result.
  • Startup with User research
    In this project, client asked me for the user interviews. For the first time, I took user interviews in market and gave t-shirts in regard. I've made a list of questions after analyzing the pros and cons of competitive products. That was scale up experience for me and interesting also.

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arsh0392@gmail.com

At the moment

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