Freshly Chopped (Reimagining the App with Delivery Feature)

The client enlisted us to reimagine the Freshly Chopped app with the goal of enhancing user retention and engagement by introducing a new delivery feature. This project was a comprehensive effort that combined thorough research, detailed planning, and iterative design to create a more robust and user-friendly application.

Objective:

The main objective was to integrate a delivery feature into the Freshly Chopped app to boost user retention and engagement. The redesign aimed to make the app more appealing and functional, thereby increasing user satisfaction and loyalty.

Why invest in Delivery?

It boosts revenue, and enhances competitiveness. Moreover, it offers convenience, fosters loyalty, and provides valuable insights. Delivery also opens new growth opportunities, driving overall business success.

Key Features:

1.Delivery Integration:

Seamlessly incorporate delivery options into the existing app, allowing users to order the ingredients of recipes of the meals presented in the app for delivery.

2.Enhanced Navigation:

Seamlessly incorporate delivery options into the existing app, allowing users to order the ingredients of recipes of the meals presented in the app for delivery.

3. Personalized User Experience:

Implement personalized recommendations based on user preferences and order history.

4. Order Tracking:

Provide real-time order tracking so users can see the status of their delivery.

5.User Accounts:

Enhance user account features to include favorite recipes, order history, saved addresses, and payment methods for a streamlined checkout process.

Design Process:

Research:

Conducted extensive research to understand the target audience’s needs and preferences regarding food delivery services. This included surveys, interviews, and competitor analysis part of which was already done and provided by the client.

Defining KPIs:

Established key performance indicators (KPIs) to measure the success of the new feature, such as user retention rates, engagement levels, and order frequency.

Persona and Scenario:

Developed detailed persona and user scenario to guide the design process, ensuring the app meets the specific needs and behaviors of its users.

Comparative Analysis:

Ideation and Sketching:

Created initial sketches to visualize different layout options and user flows, focusing on the integration of the delivery feature.

Story board:

The storyboard illustrates how the new delivery feature at Freshly Chopped enhances convenience and supports Healthy Henry’s healthy lifestyle by saving him time and effort in grocery shopping.

Henry enters Freshly Chopped, intrigued by new recipes and the delivery feature. He selects ingredients for a new recipe he wants to try. On his way from work to home, he orders the ingredients through the Freshly Chopped app. Instead of stopping at the grocery store, he heads straight to the gym, saving time. Upon arriving home, he finds the groceries delivered and ready to use. He is so happy and satisfied with this new feature.

Low-Fidelity Wireframes:

Designed low-fidelity wireframes to outline the basic structure and functionality of the app, emphasizing simplicity and usability.

Low-Fidelity Prototype:

User Testing:

Conducted usability tests with potential users to gather feedback on the low-fi wireframes, identifying areas for improvement.

Mid-Fidelity Prototype:

Developed a mid-fidelity prototype incorporating user feedback, with more refined interactions and visual elements.

Iterative Enhancements:

Continued to refine the prototype through iterative testing and feedback, ensuring the final design was both functional and engaging.

Outcome:

The reimagined Freshly Chopped app, featuring the new delivery option, was designed to enhance user engagement and retention. The comprehensive design process, from research to mid-fidelity prototyping, ensured the final product was user-centered and met the target audience’s needs.