MEALFIT
E-commerce meal kit delivery service.
Project
Meal kit delivery services generated close to $1.5 billion in sales in 2016 and in the next five years it is projected to grow to a multi-billion dollar market. My aim was to create a responsive web design of an e-commerce meal kit delivery service for individuals who are on-the-go and in need of fast nutrition.
Platform
Desktop & Mobile
Year & Timeline
2018 / 2 weeks
Role
UI Design, Prototype
All in one place
Mealfit was designed for individuals who want healthy meal options specific to their dietary needs without all the prep and planning of traditional meal subscription services.
Research
Interviews & surveys
I was able to interview a total of 8 individuals who had self identified as active (working out 3+ times/week) and placed importance on what they ate as is pertained to their diet.
Hesitancy to change up diet since they didn’t know much about nutrition and did not have a reliable source they could turn to.
Would eat what they thought was healthy.
Did not like having to choose a pre-made meal that did not allow for substitutions.
They knew the nutrients their food had so there was no need to constantly read new nutritional information and figure out if it followed their diet.
“How much time do you spend preparing meals?”
“On a scale of Never to Often, how frequently do the items in your diet vary?”
“What is the most time consuming thing about your diet?”
”Have you ever considered using a meal prep service? If so, what has stopped you?”
Findings
Competitive analysis
I took the information from the interviews to see if there was an existing service that was already addressing these pain points.
Findings
The findings from the competitive analysis showed that while these companies offered several plans based on a variety of dietary restrictions, none offered meals by dietary need such as plans with high calories and high carbs. There was no a-la-carte option. All required a subscription.
Problem areas
• No customization for specific dietary needs.
• Being able to quickly find meal options that meet the dietary goals of the customer.
• Do not like the subscription model.
• No advice about different meal types and options available.
Ideation & concepts
Persona
Creating a persona gave me an opportunity to apply the insights from the user interviews. I was able to use their goals, motivations, and frustrations to help guide what the site would need to include to suit the persona's needs and wants.
User Flow
By creating a site map I was able to observe the user flow from the landing page to checkout and confirmation. This allowed me to make edits to get to the fastest and most direct route.
I was able to convert my hand-drawn wireframes to digital and have users test the prototype. I only included CTAs and main features that users could explore. Once users were comfortable using the prototype, the styling and brand style were developed.
User Testing
Now that I had an idea of the necessary pages, I was able to begin sketching some ideas of how to place all of the elements throughout the experience.
