User Personas
User
Based on the interviews/workshop I set up three personas. I referred to them throughout the entire product development process.
I used user test studies to gain more insight into what vegetarians and other plant based eaters looked for most when deciding on food apps.
In my personas I included specific interest of the ideal users and bit about them as person.
These findings helped to establish the user interface of the app.
User
We wanted to form a deeper understanding of our users' goals, needs, experiences, and behaviors. So, we created 4 personas for each of our user segments. They were based on user interviews and surveys, and we kept updating them throughout the project as we gathered more data. We used these personas whenever we wanted to step out of ourselves and reconsider our initial ideas.
Wireframes
At the beginning of my design process I created wireframes for testing purposes.
In AdobeXD, I created Low fidelity wireframes to test out new ideas. Later, the wireframes were translated into high fidelity wireframes.
User Journey
With the business goal in mind, we make sure that our users reach the checkout screen without any hiccups. So, we sketched a current-state user journey map, to identify opportunities for improvement. We identified 2 unnecessary steps and potential dropoff points in the flow. By eliminating these from the new design, we ended up with a much faster checkout experience that contributed to conversion rates.
Final Designs
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My Learnings
Generally plant based eaters seek food delivery or pickup experiences that are convienent and fit into their lifestyle. Things like fresh, organic, and gluten free are very important and tend to be a deciding factor as to whether or not they will spend the money. A good price point is important as well as. Organic and gluten free can be expensive and so sourcing ingredients would be the biggest challenge facing this mobile food based business. If plant based eaters can get all their preferred experiences in one place then it will be successful.