Fresh Fox
Team Hannah Luc, Michele Wu, Nabil Mir (Design Lead)
Methods Design thinking, user research, user stories, personas, wireframing, low fidelity and mid fidelity prototyping
Tools Figma, Adobe Photoshop
Problem Create a meal delivery service for the elderly during the COVID-19 pandemic so their loved ones can order them meal kits.
Solution Fresh Fox delivers meal kits to the elderly and features a virtual chat assistant to help users with onboarding and ordering.
Research
UX Wizards hosted a design challenge from April 28 to May 5, 2020. My teammates were Hannah Luc and Michele Wu and we met daily via Zoom.
We performed a competitive analysis of HelloFresh, Instacart, and Blue Apron and sent a Google Forms user survey.
Fresh Fox Google Survey results
People used meal subscription services primarily on their desktop or laptop. Initially, we planned to implement voice controls to ease the ordering process.
After conducting 5 interviews with meal delivery app users, we scrapped the voice feature due to lack of trust.
We created Frankie Chat, an AI-powered chatbot who helps users with onboarding, meal selection, and order status.
Affinity map
Based on survey responses and phone interviews, we aggrandized user data into affinity mapping and personas.
Fresh Fox persona
Richard is a high-risk senior who wants meals delivered home.
Users’ biggest priorities were affordability, ease of use, and flexible meal plans.
Design
Site Map
We created a site map using octopus.do
Fresh Fox Style Guide
We chose HK Nova font since it is legible for elderly users. The color palette stimulates appetite.
Prototypes
Fresh Fox low fidelity wireframes
Low fidelity prototype, made in Figma, organized our user flows and solved navigational flaws.
Sign up page with options to join through Facebook or Google.
Ordering page
User inputs dietary restrictions and preferences.
The user specifies number of meals and can change delivery date. Users input delivery information on the next page.
Users can add another individual to receive notifications.
Order checkout
The user chooses this week’s meals.
The user tracks their order status.
Here, users access Frankie Chat.
Frankie Chat assists users with onboarding, meals, plans, order tracking, and more.
The virtual assistant asks about dietary requirements.
Frankie will show meals catered to user needs and preferences.
Fresh Fox mockup
Takeaways
• High prices deterred many users from using meal subscription apps
• How to prioritize user flows.
• Developed a deeper understanding of hierarchy
• As the design lead, emphasize consistent communication and establish collaborative principles,
ensuring all team members have equal say
Our team won best visual design
Our team presented on Tuesday, May 5th. We explained our research, findings, design strategy, and demonstrated three user flows. Hannah showcased the onboarding process. I highlighted meal picking. Michele featured Frankie Chat. The design judges praised our emphasis on ease of use, clean design, and color scheme. The judges noted our team’s chemistry and awarded our team best visual design.