Lemon
Overview
About Project
As technology continues to evolve, the popularity of food delivery apps is growing. These apps offer a convenient, fast, and secure way to have food delivered to your doorstep without the need to go outside. Lemon is a digital platform that not only simplifies the process of ordering and delivering goods to customers but also provides a unique opportunity to find recipes.
Role: Mobile Product Design, User Research, User Testing, Visual System & Branding.
Year: 2022
Tools: Figma, Airtable
Problem
Traditional offline shopping takes a lot of time and can be tiring. There are four main problems people face. First, they have to go to different stores to get all the things they need, which takes a lot of time and dealing with traffic. Second, sometimes the things they want to buy are not available. Third, customers care about the pricing as much as about their time. Fourth, they might not know what to cook with the ingredients they buy, or they might not know what ingredients they need for a specific recipe they want to make.
Result
We understand how important the ingredients used in cooking and the recipes are for everyone. Whether you are a culinary enthusiast or a professional, our application will be a reliable companion. Enjoy the pleasure of easily ordering ingredients and cooking delicious dishes.
74.9%
Users will recommend our app to friends and family.
83.2%
Users want to use the app in the future.
66.5%
Users were able to achieve their goal/solve their problem.
My contribution
As the Product Designer and Researcher on the team, I conducted user interviews, synthesis sessions and brainstorming sessions before arriving at solutions. I led all the research & design activities with other engineers, created wireframes, high-fidelity designs, and interactive prototypes for user feedback & testing. After the group project finished, I refined the design on my own, conducted more testing sessions, and iterated on the design to achieve better user experience.
Discover
Market Research | Competitor Analysis
To better understand a project domain and market trends, I started with the market research. I began to extract information from research articles on the topic of food delivery applications, recipes, and food delivery through recipes. This is when I came across some interesting insights.
“…Around 60% of U.S. consumers will be engaging in online shopping, even when purchasing perishable items such as fresh food, by 2025.”
Furthermore, I undertook an evaluation of the leading 9 platforms across the domains of grocery delivery, ready-made food, and grocery delivery with recipes. The principal objective of this assessment was to ascertain the extent to which existing products possess the capability to address user problems in an efficient manner. Moreover, I aimed to identify any potential enhancements that could be integrated into the current solutions.
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No app currently allows you to purchase groceries designed for specific recipes. Although some services deliver ingredients for certain dishes, users might face restrictions in dish options or dietary choices. Therefore, our goal is to create an app that can easily adapt to user needs, helping them quickly find recipes and buy the groceries they need.
User Research
Interview | Affinity Mapping | Persona | CJM
Collaborating with fellow participants, we collectively generated hypotheses during a collaborative workshop. These hypotheses were subsequently ranked to serve as the foundation for formulating interview questions and guiding the interview process. To gain a deeper comprehension of users' current purchasing patterns and recipe utilization, along with pinpointing potential issues, my initial approach involved conducting user interviews.
Examples of interview questions:
Please tell us how and where do you find recipes for cooking? What do you rely on in this search?
Tell me, how do you feel about the idea of providing personal information in the app?
How important is the speed of delivery for you when buying products?
What aspects of delivery optimization seem to you the most significant?
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We interviewed about 5 people, ordered groceries online via competitors services and used apps the app that allow to pick recipes and receive ingredients. We found that:
Users need to use several apps at the same time: a recipe app and a grocery delivery app. Despite the existence of options such as recipes that include the delivery of ingredients, users continue to resort to third-party applications to purchase additional snacks or fruits.
Users do not want to give out private information like their last name or birthdate. They find it annoying and sometimes it even scare them away from using the app when there are too many unnecessary questions.
Persona
To better guide our design and enable everyone on the team to empathize with our users, I further synthesized the interview results and came up with the following personas:
The first category of customers who prefer purchasing products without any accompanying recipes.
The second category involves customers who actively seek out the perfect recipe and subsequently purchase the required products to bring their specific recipe idea to life.
I developed a Customer Journey Map (CJM) post-interview. Personas are derived from research and data collected on target audience segments to better understand their needs, behaviors, and motivators.
Ideation
Prioritization | Information Architecture | Wireframes
MoSCoW Prioritization
To streamline our development process and ensure efficient collaboration with the team, we conducted a prioritization session. During this session, we carefully assessed the core functions of our product and made informed decisions about what to include and what to exclude.
Afterward, we made a Information Architecture. We knew that as we worked on it, we might need to add or remove things. But it was important for us to understand the basic structure so we could take step-by-step actions in the future.
Testing
Sketches | High-Fidelity Design
I quickly drew out sketches of these functionalities with the team to make sure that we didn't miss anything.
High-Fidelity Design - Iteration 1
For the first iteration, my main goal is to check whether the design helps different types of users to be more confident, make decisions about ordering products faster, and feel comfortable. I was also hoping to test the usability of the design so I could improve it.
I used Figma and UXtweak to create a basic interactive prototype to illustrate enough functionalities for me to test my hypotheses.
Evaluation & Iteration
User Testing Process | Results | Feedback & Design Iterations
User Testing Process
With the goals I had in mind for this iteration, I moderated feedback sessions with five users of varying experience in online product ordering and using recipes online.
Here's a brief overview of the process:
Introduce the project goal, and put users at ease.
Describe the scenario, set up the context, and let users use the app while thinking aloud.
Ask follow up questions and gather feedback.
Let users fill out a questionnaire. Thank them for participation.
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Additionally, all 10 users believe that the tool is really helpful for solving recipe and product ordering problems. They are also willing to suggest the app to their friends because they think it's a great alternative to other apps.
Furthermore, the placement of the "Add New Cart" button at the bottom received unfavorable feedback from the majority of users. A significant number of individuals mistakenly clicked on this button, believing it to be the "save changes" option. Consequently, this led to confusion, misunderstandings, and the inconvenience of having to backtrack. My original aim was for users to effortlessly minimize the window after making changes. Regrettably, users did not group this concept and persisted in making incorrect clicks. To address this, I have repositioned the button to a different location and have introduced a distinct "save" button in its place.
On the main page, users encountered a problem because of which they could not easily click the button. They had limited click space and also mentioned a lack of information that made it difficult to understand. Therefore, I increased the size of the product cards, and the area for adding the product.
Visual Design
UI Kit | Last Prototype
In my role as a designer, I've meticulously crafted a UI Kit. This compilation encompasses crucial design elements: a balanced color palette, precisely outlined typography, and an array of readily deployable UI components like buttons and input fields. Implementing this system significantly streamlined communication with developers.
Last Prototype
Here's the latest prototype with some of my updated changes. Further changes to the design based on user feedback will be posted soon.
Ordering products
Do you want to get information about nutrition facts? Don't know if the product meets your dietary needs? Can't find the right product? Simple and easy search for products by category. In Lemon you will find everything you need at a glance.
Сooking according to recipes
Don't know what to cook? Not sure what dish might be suitable for your diet? Do I need to go to the store to buy products for a recipe? Recipes and grocery shopping in one app. Lemon will help you diversify such a routine as cooking.
Future Steps
The core functions of our application heavily rely on user orders. With the current intense competition among food delivery applications, our new goal is to identify how we can incentivize users to choose and consistently engage with our specific application. I've outlined several solutions to address this issue, highlighting their respective advantages and disadvantages. Further research and testing are necessary to narrow down the best possible options.
Marketing and customer acquisition:
Create additional content related to recipes and cooking. Attracting famous chefs and bloggers, conducting master classes on cooking unusual dishes, master classes on traditional national cuisines.
Email marketing and mailing lists:
Collect a user base and use email newsletters to inform customers about new recipes, promotions, discounts or special offers.
Advertising and promotions:
Place ads on the Internet, conduct special promotions, offer discounts to new customers or those who make repeat orders.
