As part of our third project at General Assembly in London, We we given a brief to create a new app or feature for an existing company. My team and I worked on a fictional request from the food delivery service Farmdrop. The project ran over the course of 2 weeks.
Farmdrop are a farm-to -table delivery service that focuses on providing fresh, quality organic produce to its customers and a fair price to the the farmers. The food is sourced locally and prides itself on rearing animals in fairer conditions. The company operates deliver services throughout London, Bristol and Bath. They are a fairly new company, set up in 2012 and already have over 30,000 customers.
The opportunity that we took from the brief was to offer Farmdrop customers a new and exciting way to engage with the food they eat.
Firstly, we thought about the business goals and user goals, identified the competitors and sketched out a proto-persona and user flow based on our assumptions.
We then moved forward to take a look at some of the competitors. Which were Oddbox, Abel & Cole and Riverford. We noticed that they had a similar look and feel to their digital presence, however they had a lack of nutritional information provided with the products they sell.
This lead us to look at the existing digital solutions in the nutrition market, some of the apps we looked at were Lifesum, my plate and Eat this much.
They generally featured macro nutrients, data visualisation and dietary goal, however they all required users to input everything they eat and how much they eat. Alternatively they require them to follow a strict diet plan laid out by the app.
To plan for our interviews and make sure we found the right interviewees, we identified out target user and wrote a recruiting screened to help us locate them.
Recruiting screener: https://goo.gl/forms/EYBXDi2vCpXxnWCH3
Following this we spoke to 12 people and synthesised our insights.
People want to monitor nutrition without the hassle of inputting detailed meals and calorie-counting.
They value fresh, quality and organic produce.
People want to know the nutritional information of food before buying it.
The next step was to update our proto-persona with the information we had from speaking to users.
We decided on Max a 31 year old social content manager. She is healthy, conscientious, curious and liberal.
She orders from Farmdrop regularly, but is curious and wants to understand how she could lead a more nutritionally-balanced diet without having to use traditional diet tracking systems.
We defined her goals as wanting to connect with her food and the community and to feel better about her food choices.
She is currently frustrated by traditional diet tracking apps being too cumbersome, struggling to find nutritional information on her food before purchasing and wanting to find meat-free alternatives to improve her diet.
User Experience Map
Following this we drew out a User Experience Map detailing Max’s trip to the farmer’s market and then through using the Farm drop site to identify where negativity was being felt and so we were able to move onto empathising with Max’s frustrations.
From here we worked on an Empathy map to lay out all the thoughts and feelings she had around purchasing nutritious food.
She thinks and feels that Organic food tastes better.
Her main pain point is that is that she wants to improve health but struggles to find nutritional information when purchasing healthy food.
She hears a lot of information, but the problem is that she has to ask for it. It is not readily available for her either online, on the app, or on products.
Defining the Problem
After synthesising all our research and trying to understand what the users of our app need we came together to define our problem statement and think of a few different ways that we could look at solving the problem using ‘How Might We,,,?’ statements and ultimately writing a hypothesis that we would test using our prototypes.
We were then able to define our problem statement which is:
Conscientious eaters need a more convenient way to monitor their nutritional intake because traditional dietary systems can be too complex.
How Might We…
Entering the ideation for the solutioning of the problem, we started thinking about how might we…
…make tracking nutrition more convenient? → avoid inputting all the details so that we motivate them to track it for a long period of time
… make understanding healthy eating more enjoyable? → in a more satisfying way, so that it shows how farmdrop is impacting their diet
… avoid having to input the food you eat into an app?
… bring and motivate the users to easily track their nutrition?
… display the information of someone’s diet in a satisfying way?
… help users to understand Farmdrop’s impact on their diet?
We believe that by giving users a way to track the nutritional information of their Farmdrop box, we will guide them towards a healthier and more balanced diet.
We will know this to be true when Farmdrop customers report having a healthier lifestyle without the hassle of a traditional tracking system.
The overall experience that max would have when visiting the app and go through the primary flow of seeing her current box and amending her “low protein warning”
Next we used our research to ideate some possible solutions using the Crazy 8’s method, in which the group must each come up with 8 solutions to the problem in ten minutes and then present their idea to the group for voting and collaboration.
We then moved onto identifying the features we thought would best suit our users needs and discussing possible ways this could be acheived in a mobile application.
To maximise input from all members of the group and get ideas from different perspectives we held another design studio which involved rapidly creating rough sketches of screens that incorporated the elements we had chosen from the previous round of ideation.
[images of design studio screens]
After voting and discussing the elements of each design we proceeded to whiteboard a design to test using a paper prototype.
Top level nav had to be reiterated along the way after some usability tests which showed users misinterpreting different categories and generally misunderstanding the function of the app itself.
We did an initial set of whiteboarding to thing about how that might look.
We drew out and tested paper prototypes. We wanted to find out whether users understood where to look for information in the app and what information they were seeing.
The environmental impact section was not important to users. As this didn’t engage our users and was a secondary feature we decided to remove it in favour of focusing more on how the nutritional information would be presented and how users would be able to make dietary changes using the app.
They didn’t understand the difference between the box and the nutritional information section.
They did not explore the profile section and considered this the place in which they would see app settings and legal information. We decided to remove this section altogether in later iterations as we wanted to give more prominence to the events pages which met the business goals and would allow more engagement for users.
We discovered that people immediately understood the purpose of the app and some of the users tested said they used systems like this to track their nutrition. using the information that we discovered we iterated on the designs by whiteboarding them and drew out a second round of paper-protoypes. We tested these new screens on a further 6 users.
From this we went back to white boarding to iterate on the designs and move some of the confusing elements around.
Below are the second round of paper prototypes
the main issues with testing came in the main navigation with users choosing either box or nurtion but not both.
the onboarding was confusing.
At this point we felt ready to move into digital wireframes to begin testing issues that arise when the prototype has more fidelity than we could achieve on paper.
We iterated and tested on the digital wireframes 3 times. The biggest issue that we resolved through testing and redesigns was the bottom navigation elements. We were initially hoping to have the app function as a system to see the nutritional information in the customers box and to educated them about how they may be able to improve their diet. having both of these elements confused the people we tested and they felt unsure of what they were trying to achieve with the app. We dealt with this issue by removing the educational ‘encyclopaedia’ part of the app and informing customers if their order was low in a required nutrient or too high in something that could potentially be unhealthy. When we added this feature it drew users attention to it immediately and we were able to guide them to discovering and adding new items to their next order which would improve their diet.
After having dispensed with the profile page we were also able to give prominence too the events section in the bottom navigation.
we found that the navigation was still an issue and decided to integrate the nutrition element in with the user flow of the boxes section and turn the profile page into and order history page due to moving the event history into the event tab.
We looked into Farmdrop’s branding and visual style where we found mostly bold colours and a strong emphasis on green. which we carried through into our visual design which we wanted to be friendly, clean and modern.
Some of the colours were a little jarring
The top bar was inconsistent.
Final visual design
We looked into Farmdrop’s branding and visual style where we found mostly bold colours and a strong emphasis on green. We carried these through into our visual design, which we wanted to be friendly, clean and modern.