Peachdish is mobile/tablet app design that provides shopping, instructional reciepes, and home delivery meant to make meal planning as simple as ordering Uber Eats.
My role:
User research, prototyping, UI design
Built product from zero
Branding
Business Goals
Increase the apps MAU (monthly active users) and retention rate
Featured on Apple Store and Google Play
The UI aesthetic uses a duality which differentiates between the menu and the market items. This way, the Menu & Market, help the user have a streamlined meal prepping experience, and also the option to buy some additional items like wine, seasoning, and other garnishes.
Let's get cooking! Peachdish started by wanting to create a more convenient experience for meal planning & finding and cooking wholesome and southern recipes in the State of Georgia, "The Peach State!" We aimed with this experience a more sophisticated app experience that allows the user to meal plan with ease with on-page customization options and ordering to pick meals quickly & effectively.
To be sure we were addressing the right problems we designed a process around regular cycles and put a typing in face-to-face easier session, validating every step of the way with the input from real users. Our starting point was a straightforward list of apps shown on popular restaurant in ordering systems.
In 99% of our user interviews, in order to find a home delivery service and meal plan, people with search for "meal kit" and "ready meals".
With the healthy/ fresh food and weight loss, as the main touch points, we set up our apps architecture on the two main use cases: "I want to lose weight" or "I want to have a convenient way to cook healthy meals at home."
Focused on the utility of finding quality food , we decided to strip down recipe and ordering system down to the essentials, maximizing the rest of the space for the entrees and shopping.
Having gone through a series of iteration we landed on a card based on "Menu", which allowed to easily change quantity, 'add to cart', and filter & customize your dietary needs, then look up nutrition information, cooking time, then add your meal to the cart by tapping on cards.
Use the bottom navigation to view the current / past orders / favorited meals. Select an image to view the step-by-step recipe.
As the basic information unit 'Recipe' details needed to be succinct.
Since regular mailboxes contain nutritional information, values, ingredients, etc., displaying a a high volume of information and in a limited space was a challenge. Clustering the nutritional and description allowed to separate nutritional info and summary into easily distinguishable and digestible (no pun intended) compact segments. The cards allowed us to go through a series of layout experiments, while learning that the most meaningful data to be displayed.
User can effortlessly move from step to step with tap/ buttons options, or watch a step by step demonstration auto-play and cook without the messy fingerprints.
The next big challenge was figuring out the most meaningful organizational logic for the hundreds of recipes available throughout the app.
Innovative Recipe Card features an on-page multiple strolling options. Drawing on the user interviews we based on the sorting of the mayo entrées based on the users in gold and favorite items on building on different use-cases we identified a series of sorting alternatives (ex. "I want something quick with a low calorie count.") - would bring the menus within a users preference and dietary needs to the top of the list.
In addition to sorting, we design a simple filtering UI allowing to adjust the list based on the users favorites, or (with multi-uses) preferred dishes.
While finding the right meal and dietary information was important, shopping UX was highlighted is the biggest pain points amongst our users.
Comprised of a couple nationwide restaurant chains in a few popular meal delivery brands, the meal prep delivery market in most places that allow third parties to access their choices or suggest options on the users behalf. Why might be good for the restaurant chains, it prevents the middleman such as other condiment and grocery products from entering their business, what a user is it it means having to go through a different you ask, every time they want to purchase additional items.
Seeing an opportunity for a workaround, we signed a deal to sell other brands within the app. Having access to their supply, we design a simplified two-step booking flow. Addition to that, with a simple menu/market visualization, we are able to provide users with an insight on what to buy and what to cook.
App Mobile Version
One of the most exciting things about building a new product is being able to experiment and take risk without too much to lose.
As part of research/design and development cycle, we ran a few experiments, trying to increase retention rate and become more useful to our users. In the series of user interviews we analyze how people organize their meal planning, learning that (Motives) would use screenshots found recipes or sade social media posts. Seeing opportunity to improve on it, we developed a Facebook messenger integration, which allowed to share a chat optimize image with recipes directly from the app.
Since the shoppers were significantly more likely to come back to the app and book again, we wanted to encourage the first transaction to be as quick as possible. We built a promotion with a special price for their first meal.
Finally, to create a habit of coming back and check what's new this week (and hopefully increase the retention rate) we added notifications to help users remember when they would need to order again to keep the meals coming!
Aren't you hungry now?