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FreshMoo

Overview

FreshMoo: Fresh, Personalized Deliveries and Recipes

FreshMoo solves the challenge of delivering fresh, safe dairy and non-dairy products to busy individuals and families with dietary restrictions like allergies or lactose intolerance. By addressing these needs, it ensures convenience, safety, and healthier living, while inspiring users with personalized recipe suggestions to explore new cuisines.

Challenges

Catering to Dietary Restrictions

Providing safe, customizable options for users with allergies or lactose intolerance through tailored recommendations and alerts.

Catering to Dietary Restrictions

Providing safe, customizable options for users with allergies or lactose intolerance through tailored recommendations and alerts.

Delivering Freshness

Ensuring products remain fresh and high-quality during delivery to meet customer expectations.

Delivering Freshness

Ensuring products remain fresh and high-quality during delivery to meet customer expectations.

Boosting User Engagement

Encouraging users to explore features like recipe suggestions and ingredient tracking in a competitive market.

Boosting User Engagement

Encouraging users to explore features like recipe suggestions and ingredient tracking in a competitive market.

Simplifying User Experience

Designing a simple yet functional interface for easy navigation and order customization.

Simplifying User Experience

Designing a simple yet functional interface for easy navigation and order customization.

Flowchart

information architecture

& User flow

Competative Analysis

User

Research

UX RESEARCH

CANVAS

UX RESEARCH

CANVAS

DRAG TO MOVE

Crafting the Experience

Sketches to Stunning Wireframes

Driven by in-depth user research, market analysis, and competitive insights, I transformed initial speed sketches into low-fidelity wireframes and finally into polished high-fidelity prototypes, ready for user testing.

User Testing

User Testing for Refinement

After finalizing the high-fidelity prototypes, I conducted user testing to gather feedback on the overall experience, ensuring the design met user needs and expectations

Product name is too small.
Product Page

"Add-to-wishlist feature would be great."
Primary CTA button is too small
and has low contrast.
Name and address don't need to appear
on every page.
q:
'Is this food safe for me?'
Users struggle to find clear
information about allergies.
Swipe >>
Checkout Page
Is it a banner or button to subscribe all?
No place to apply coupon code?
Bad visibility
Needs highlight with an icon
for better visibility
Improve button contrast
Checkout page feels cluttered and
lacks clarity, making the process
a bit confusing.
q:
Swipe >>
Change Payment Page
Swipe >>
This entire section is
unnecessary here and
shifts focus away from
what’s important.
Voucher field should be in the
checkout page, not the payment page.
Placeholder text for user-guidance
Bad Contrast
Product name is too small.
Product Page

"Add-to-wishlist feature would be great."
Primary CTA button is too small
and has low contrast.
Name and address don't need to appear
on every page.
q:
'Is this food safe for me?'
Users struggle to find clear
information about allergies.
Swipe >>
Checkout Page
Is it a banner or button to subscribe all?
No place to apply coupon code?
Bad visibility
Needs highlight with an icon
for better visibility
Improve button contrast
Checkout page feels cluttered and
lacks clarity, making the process
a bit confusing.
q:
Swipe >>
Change Payment Page
Swipe >>
This entire section is
unnecessary here and
shifts focus away from
what’s important.
Voucher field should be in the
checkout page, not the payment page.
Placeholder text for user-guidance
Bad Contrast
Product name is too small.
Product Page

"Add-to-wishlist feature would be great."
Primary CTA button is too small
and has low contrast.
Name and address don't need to appear
on every page.
q:
'Is this food safe for me?'
Users struggle to find clear
information about allergies.
Swipe >>
Checkout Page
Is it a banner or button to subscribe all?
No place to apply coupon code?
Bad visibility
Needs highlight with an icon
for better visibility
Improve button contrast
Checkout page feels cluttered and
lacks clarity, making the process
a bit confusing.
q:
Swipe >>
Change Payment Page
Swipe >>
This entire section is
unnecessary here and
shifts focus away from
what’s important.
Voucher field should be in the
checkout page, not the payment page.
Placeholder text for user-guidance
Bad Contrast
Product name is too small.
Product Page

"Add-to-wishlist feature would be great."
Primary CTA button is too small
and has low contrast.
Name and address don't need to appear
on every page.
q:
'Is this food safe for me?'
Users struggle to find clear
information about allergies.
Swipe >>
Checkout Page
Is it a banner or button to subscribe all?
No place to apply coupon code?
Bad visibility
Needs highlight with an icon
for better visibility
Improve button contrast
Checkout page feels cluttered and
lacks clarity, making the process
a bit confusing.
q:
Swipe >>
Change Payment Page
Swipe >>
This entire section is
unnecessary here and
shifts focus away from
what’s important.
Voucher field should be in the
checkout page, not the payment page.
Placeholder text for user-guidance
Bad Contrast

Proposed Design

Refining Through Feedback

Based on valuable user feedback, I refined the design, making necessary changes and introducing new features to improve usability and overall user experience.

Logo Animation & Splash Screen

With stunning illustrations and vibrant animations, the logo and splash screen create a captivating introduction, reinforcing the brand and inspiring users to sign up seamlessly.

Sign-Up Page

Streamlined for ease, the sign-up page requires minimal input and reassures users they're just steps away using bold titles. Quick options like Apple and Google sign-in ensure a fast, frictionless start.

Personalized experience

By asking about allergies and dietary concerns during sign-up, the app creates tailored lesson plans that align with each user's unique goals, ensuring the content resonates with individual needs.

Homepage: Personalized and Health-Focused

The homepage greets you with a personalized touch, displaying your name and address for a seamless experience. A search bar simplifies navigation, while curated product categories, exclusive offers, and subscription recommendations align with your preferences. By leveraging your sign-up information, the app also filters out items that may trigger allergies or harm your health, ensuring a safe, tailored shopping journey.

Allergen Safety Alerts

When a user selects an allergenic product, a red icon warns them of the risk. They can update their allergy info or add the item to the cart, where a pop-up alert appears before checkout. This extra step increases friction but ensures safety by preventing the purchase of harmful items.

Product Pages: Tailored for Your Needs

Safe products are marked with a green tick and a reassurance message. Users can browse images, search for other items, and update allergies. A notification feature alerts you when you're running low, while the wishlist and "Frequently Bought Together" sections streamline shopping, making the experience seamless and personalized.

Checkout Page: Quick and Easy

The checkout page shows estimated arrival time and offers simple options to update contact, address, and payment details. Users can adjust quantities, apply coupon codes, and complete their purchase seamlessly for a smooth, efficient experience.

Post-Checkout: Thank You & Recipe Ideas

After checkout, users receive a thank-you message and a "Need Recipe Inspiration?" button, leading them to personalized recipes based on their recent orders and ingredients, making it easy to get meal ideas based on what they’ve bought.