Client Redesign - Freshly Chopped

Freshly Chopped is an application that allows users to upload and share their own recipes. The client was looking to upgrade their app, adding the ability to deliver groceries based on recipe ingredients, and to search for and purchase individual grocery items.

Roles and Responsibilities

Our team consisted of myself, Ana Formentuvic, Daniel Salim, and Leanne Blais. I was responsible for administrative affairs within our team, such as drafting our operational agreement and coordinating team meetings. I additionally provided insight into the ROI of our product upgrades and development of the next steps of our project, and participated in the research process to support these conclusions. As a team, we created mid-fidelity wireframes, where I was responsible for designing the shopping cart functionality and associated delivery status.

Users and Audience

By developing a persona, we were able to hone in on our target audience. Meryl is a suburban mom with champagne taste on a beer budget; with a big family she loves to impress with her recipes. In developing her and fleshing out her motivations through storyboards and journey maps, we were able to discover her key pain points, being that onboarding was confusing, ordering was impossible, there was no way to customize brand selections to narrow things down by price, and existing social features were unclear. Her need for community and prestige lead to new conversion opportunities.

Design Process

Competitive analysis

We looked at local and well-known meal and grocery delivery services and compared them via a comparative matrix.

User testing low-fidelity wireframes

Through semi-structured online interviews with 4 participants, we tested 4 different user flows over the course of 15-minute rounds. Based on the notes from these interviews, we conducted a qualitative thematic analysis. The key insights from this process include:

  • Positive feedback from centralized CTA
  • The shopping list feature was often confused for the shopping cart
  • Users wanted an option to schedule their grocery delivery
  • Users also struggled to upload recipes due to the formatting

Final design

Onboarding allows users to see their progress through the process and allows users to customize their experience by listing their personal preferences.

The home page allows you to see trending recipes and recipes published by those you follow. The search function allows you to look up by ingredient or by recipe, facilitating a flexible shopping experience.

Users can upload recipes easily by snapping a photo or filling out the instructions themselves.

I was responsible for finalizing the checkout process. Key features include automatic ingredient selection when a recipe is added to the cart based on user preferences listed in the onboarding process, and the ability to edit that item for a brand users prefer. Once confirmed, users can schedule their order through a calendar, and can then see the progress of their order delivery.

Scope and Constraints

Given that we were working with pre-established brand guidelines, some key design elements, such as colour and fonts, did not pass AAA accessibility standards. Adjusting this could enhance user trust when boosting the fidelity of the novel features.

By considering users’ emotional drivers, opportunities for user conversion through quality features can be clarified and thusly confirmed through extensive user tests.