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Fresh fruits & vegetable online store redesigning
ROLE
UX Designer/Researcher
YEAR
2020
DESCRIPTION
It was a redesign project for Fresh Market, an American online fresh fruit and veg delivery
We were in a team of 3 designers.
Duration
3 months
Category
Redesign an online store/website design
Tools
Figma, Miro, Photoshop
Project Outputs
Brief, Persona, User Flow, Customer Journey Map, Site map and Prototype
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DESIGN PROCESS
Challenge was
1- Finding user and website problems and solving them
2- Bringing something new into this business
3- Make the items on the website easier to find
The main goal of the company was
To make the purchasing process easier and to deliver fresh fruit and vegetables to the customers at the best price.
My role: I was the lead designer collaborating with 2 other designers to find the problem and give ideas.
We tested the process, checked up and down the website, wrote down all SWOTs, talk to stakeholders, and competitor analysis,
We designed a survey and interview form and talked to other people and online shop users to find out the pain points and users' difficulties through this website.
In our journey, we could interviewed10 people and received 30 survey results.
After finishing all the researches needed and gathering the data collected,
we started to define our persona, storyboard, journey map, user flows…
and brainstorming sessions over and over to card sorting, categorizing the menu and filters,...
In the first phase, we came out with a wireframe and categorized menu, easy to find the products,.. but it missed something new. An idea to make it unique is to make the users choose us from the other competitors.
holding some user testing, made us back to brainstorming sessions, define the problems. check all interview results all over again.
we were looking for something new and different to take the users' attention and make them loyal users.
And I came up with an idea, bringing a live shop into homes, video call would be a different idea,
because among survey respondents, many users complained about blind delivery and images not being real and even I thought of the users with disabilities to go out to buy their needs.
The solution was video call and many different ways of searching, filtering, and categorizing the menu
At last, after redesigning over and over again, we could present our interactive wireframe design and in user testing sessions, users were happier to experience something new.
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To watch wireframe click on videos below
Video Mockup Fresh Market1
Play Video
Video Mockup Fresh Market 2
Play Video
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