UX STRATEGY / WEB DESIGN / FRONT-END DEV
Fresh Food
How we use technology to make the cooking easier
for Vietnamese women?
for Vietnamese women?
My role
This project took place between December 2014 and May 2015. I worked on this project as an UX/UI designer and front-end developer. Include:
Customer insights & ideation
I partnered with an UX Director to uncover insights and translate concepts into features that address customer behaviours and motivations by interviewing and observing.
Market and competitive research
I partnered with an UX Director to uncover insights and translate concepts into features that address customer behaviours and motivations by interviewing and observing.
Experience strategy & vision
I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making.
Visual design
I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making.
Front-end development
I collaborated with 4 other developers to build the concept into a real product.
The back story
Vietnamese women are very busy since they have lots of responsibilities. Every day, they take care their kids, clean their house, work in the office, going shopping and cook. A healthy and delicious meal for their children and husband is one of their happy jobs. But, they don't have enough time and feel tired when picking up their kids and thinking about what to cook to have a delicious dinner.
Beside that, the fear around "unclean" vegetable, "Chinese" food is making them very unsure and concerned about buying cooking ingredients and food.
Beside that, the fear around "unclean" vegetable, "Chinese" food is making them very unsure and concerned about buying cooking ingredients and food.
Analyze and understanding customer
To empathize, our team went out and talked to 10 women at the age from 25 to 50. Asked them about their family, work, food and technology using. We also observed our user in groceries and markets.
Base on the data from interviewing and observing, we created personas to able to empathize our user.
I also tried out existing service, did market research and technology usage research to understand more our competitor and the market.
Base on the data from interviewing and observing, we created personas to able to empathize our user.
I also tried out existing service, did market research and technology usage research to understand more our competitor and the market.
Brainstorming and ideation
Offer a service that:
- Helps customer make dinner better and easier by providing daily menus.
- Helps them do the shopping, washing, cutting and preparing fully trusted ingredients based on the recipes that they selected.
- Delivers deliver ingredients to their door before 5 pm and they can make dinner in just a few minutes.
- Helps customer make dinner better and easier by providing daily menus.
- Helps them do the shopping, washing, cutting and preparing fully trusted ingredients based on the recipes that they selected.
- Delivers deliver ingredients to their door before 5 pm and they can make dinner in just a few minutes.
Sketching, interacting and wireframing.
Based on the concepts and user understanding, I then proceeded to sketch the interface interactions. I did lots of sketch versions to choose the best one.
I then created wireframes to go further into detail about where elements should be placed on each page. The wireframes and interactions were created on UXPin, with this tool, I can focus on the solution, not the color, shape or font. The wireframes were updated accordingly as we made iterations.
I then created wireframes to go further into detail about where elements should be placed on each page. The wireframes and interactions were created on UXPin, with this tool, I can focus on the solution, not the color, shape or font. The wireframes were updated accordingly as we made iterations.
Meeting and building.
After finishing some main designs, our team collaborated and discussed, made sure every single member understood the project. We then broke down the epic into small tasks and planned. Working with developers is very challenging, but an easy way is showing them the prototype, interaction and walking through it.
