Foods

Grocery Delivery | FoodTech

Description

Foods.cl is an online supermarket of fresh groceries with a custom shopping experience for each user. Based in Santiago (Chile), its value proposition is clear: “connect directly the farmer with the final consumer”. By facilitating, on the one hand, the purchase of fresh and organic products in a simple, intuitive and personalized way and, on the other hand, receiving these products quickly, comfortably and free of charge at home.

SIMPLE, INTUITIVE AND PERSONALIZED

FAST AND FREE SHIPPING

GREAT VARIETY AND QUALITY OF PRODUCTS

My role

I led the design of Foods.cl for iOS and Android apps, and the Responsive Web since the outset of the project in january to april 2017. I led efforts to evolve the service and address customer pain‐points related to the browse and discovery experience.

Market and user research

Analyze other market options and their solutions. As well as investigate the regular customer of Food and discover recurrent behaviors.

Customer Insights & Ideation

Translate concepts into features that address customer behaviours and motivations.

Experience Strategy & Vision

I created frameworks and prototypes to share the vision, design principles and content strategy.

Planning & Scope Definition

I evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Design, execution and validation

I designed down on mobile, tablet and desktop. I executed journeys, wireframes, prototypes and design specs.

Specifications and development

I prepared a document with specifications and technical requirements for the correct development of the platform.

Challenge

Foods was born as a startup in Santiago de Chile. They built their initial e-commerce platform in Wordpress with WooCommerce plugin, so they had a bad user experience and a lot of steps to make a purchase, however it worked to validate their business model. But in early 2017 they had more than 1,000 recurring customers a month and needed to improve and optimize their sales platform to increase the conversion and simplify the buying process.

Research

In their previous platform, 75% of the users entered through the mobile as opposed to 25% that they did through the computer, however the mobile had a much lower index of the conversion. The objective profile of the recurrent user was analyzed and found that 90% of users repeated 80% of the products in each of their purchases. In addition they used to do the weekly shopping in small breaks during work so they needed speed.

1000

RECURRING CUSTOMERS

75%

MOBILE USERS

90%

REPEAT SAME PRODUCTS

Approach

Foods is designed as a personalized supermarket for each customer where you can make the weekly purchase in less than 3 minutes using your thumb to interact with the application (on mobile and tablets). The design starts with mobile first, as it was its main channel. This helped us to simplify the functionalities to the strictly necessary ones and to reduce the steps to make a purchase.

Prototype

We build the entire Food platform as a page and shows the products most purchased by the customer grouped by categories. It simplifies the process of purchase in 3 steps (add the product to the cart, select date and time of delivery and make the payment).

Validation

We did tests with recurring customers, new users and restaurant customers. The feedback we received helped us redesign some of the user experience and add new features.

Design

Fruits, vegetables and, in general, all the food that Foods sells have a lot of color and chromatic variety, reason why the new Platform of Foods gives all the protagonism to the product. The main buttons are always present at the bottom of the screen and show you the result of squeezing on them.

Outcome

We developed an application for mobile and tablets and a responsive web. As well as several landing pages (the users, restaurants and offices)

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