Sreelakhmi_Product Designer

Meal Planet

Case study

Role

User Researcher

UI Designer

User Researcher

UI Designer

Time Frame

1 Month

Client

Self Exploration

Project Summary

The challenge lies in optimizing user engagement on the plan detail page, where 30% of users click on the "view sample menu" button while 15% remain disengaged. The user journey involves returning to the page, registration/login, and payment. Key insights from 300 targeted regular customers reveal that 20% face issues with menu visibility impacting checkout, and 10% express dissatisfaction with menu variation leading to cancellations. The goal is to enhance user experience, address menu concerns, and streamline the journey from plan exploration to successful payment.

Role

User Researcher

UI Designer

Time Frame

1 Month

Client

Meal Planet

Project Summary

hypothesis derived from the brief

Improving the visibility and variety of the menu on the plan detail page will increase user engagement and reduce the cancellation rate of meal plans.

The hypothesis is derived from the following insights-

Improving the visibility and variety of the menu on the plan detail page will increase user engagement and reduce the cancellation rate of meal plans.

The hypothesis is derived from the following insights-

Menu Variety
Around 10% of users cancelled their meal plan due to dissatisfaction with the menu variation. This indicates that increasing the variety of the menu could potentially reduce the cancellation rate.

Menu Variety
Around 10% of users cancelled their meal plan due to dissatisfaction with the menu variation. This indicates that increasing the variety of the menu could potentially reduce the cancellation rate.

Menu Variety

Around 10% of users cancelled their meal plan due to dissatisfaction with the menu variation. This indicates that increasing the variety of the menu could potentially reduce the cancellation rate.

User Research - primary

USER INTERVIEWS

Goal : 10 personal interviews and discover what difficulties

users face while using meal plans and to study the

current user behaviour.

Process : 1. Questions were crafted to guide discussions

2. I converted the answers to charts & graphs

3. Analysed the interviews using Affinity Map

USER INTERVIEWS

Goal : 10 personal interviews and discover what difficulties users face while using meal plans and to study the current user behaviour.

Process : 1. Questions were crafted to guide discussions

2. I converted the answers to charts & graphs

3. Analysed the interviews using Affinity Map

USER INTERVIEWS

Goal : 10 personal interviews and discover what difficulties users face while using meal plans and to study the current user behaviour.

Process : 1. Questions were crafted to guide discussions

2. I converted the answers to charts & graphs

3. Analysed the interviews using Affinity Map

Some of the interview questions were:

How important is customization of meal plans to you?
What factors matter the most to you while choosing meals for the day?
What are the challenges you face while choosing your meal plan?
What features do you wish a meal plan application could include?

secondary user research

UAE consumers valuing excellent service and personal recognition from brands
Desire to feel valued and catered to
Measurement through increased brand engagement

Behaviours

Busy individuals managing personal and professional lives in the region
Tendency to prefer convenient and familiar choices such as reordering past items or following tailored recommendations
Simplifies decision-making process
Comfort and ease reinforces
Reduces the need to explore other options
Personalization can enhance the experience

Habits

behavioural analysis

Motivations
Healthy and Faster
Alternative to cooking
Comfort of environment
Customization
Goals
Health & Fitness
Create customised meal plans
Better personalization
Barriers
High Price
Too many to choose from
Lack of personalization

Motivations

Healthy and Faster

Alternative to cooking

Comfort of environment

Customization

Goals

Health & Fitness

Create customised meal plans

Better personalization

Barriers

High Price

Too many to choose from

Lack of personalization

user persona

challenging hypothesis

While the hypothesis proposes that enhancing menu visibility and variety on the plan detail page will reduce meal plan cancellations and boost user engagement, several potential challenges emerged as per the research :

Choice Overload: Too many options can cause decision fatigue, leading to disengagement.

Usability Matters: Improved visibility doesn't always ensure usability, potentially causing frustration and disengagement.

Quality Over Quantity: Meal quality can outweigh variety, resulting in cancellations.

Varied Priorities: User engagement depends on factors beyond menu visibility, including price, delivery, and customer service.

Choice Overload: Too many options can cause decision fatigue, leading to disengagement.

Usability Matters: Improved visibility doesn't always ensure usability, potentially causing frustration and disengagement.

Quality Over Quantity: Meal quality can outweigh variety, resulting in cancellations.

Varied Priorities: User engagement depends on factors beyond menu visibility, including price, delivery, and customer service.

new hypothesis

Improving menu visibility, variety, and quality while simplifying the user interface will increase user engagement and decrease meal plan cancellations, ultimately leading to higher retention rates.

design analysis

Why should I view Sample menu without showing me what you can offer?
Unnecessary extra click to view and then come back
UX writing needs to be more User Centric
Long Tedious Process right after coming from a page, without a break.
On the first look, You’re asking me to check out without showing me options?

Why should I view Sample menu without showing me what you can offer?

Unnecessary extra click to view and then come back

UX writing needs to be more User Centric

Long Tedious Process right after coming from a page, without a break.

On the first look, You’re asking me to check out without showing me options?

What If I Want this omlet but no cheese?

What If I’m Allergic to Mushroom?

Why would I if this sounds very automated?

Behavioural strategies used

Ensure each key journey is user-friendly, aligning with the ‘Make it Easy’ strategy. By minimizing friction and simplifying the experience, user engagement can be effortlessly increased

Use data to craft individualised experiences, aligning with the ‘Make it Yours’ strategy. This enhances user ownership and emotional connection, boosting engagement and loyalty.

Maintain concise, engaging content to avoid cognitive overload, aligning with the ‘Make it Achievable’ strategy for sustained engagement.

Use data to craft individualised experiences, aligning with the ‘Make it Yours’ strategy. This enhances user ownership and emotional connection, boosting engagement and loyalty.

Incorporate inclusive design, aligning with the ‘Make it Empowering’ strategy, to ensure accessibility and user control across diverse abilities and circumstances.

brainstorming

recommended onboarding

Introducing additional screens is an excellent strategy to improve the onboarding process, especially in the initial filtration phase, to create a more personalized user experience.

The screens presented here are merely conceptual, illustrating the potential for streamlining the second filtration process if integrated into the onboarding flow

Please note that these are not final design representations.

Introducing additional screens is an excellent strategy to improve the onboarding process, especially in the initial filtration phase, to create a more personalized user experience.

The screens presented here are merely conceptual, illustrating the potential for streamlining the second filtration process if integrated into the onboarding flow

Please note that these are not final design representations.

🚧

Remaining work

Adding Family/Friend’s profile is also a suggestion to improve the versatility of the product.

💡

Notes & ideas

Preferences in terms of allergies and dislike of ingredients are not part of the onboarding for any competitor Apps

💡

Notes & ideas

We can include more options or ask them to type further options, for easy and quick selection

High Fidelity Wireframes

WEIGHT LOSS MEAL PLAN

A calorie deficit plan to you loose excess body weight

Benefits

Dietary Information

Tailored Meal Plans

Only for

1600

AED

What’s included:

Choose your preferred ingredients

Allergen Warnings

Portion Size Options

Build Your Meal

9:41

Plan Details

WEIGHT LOSS MEAL PLAN

A calorie deficit plan to you loose excess body weight

Benefits

Dietary Information

Tailored Meal Plans

Only for

1600

AED

What’s included:

Choose your preferred ingredients

Allergen Warnings

Portion Size Options

Build Your Meal

9:41

Plan Details

Simplified User Experience by Empowering Control and Enhancing Interaction.

View Sample Menu has been Removed.
User is guided towards the navigation.
Users can choose a meal within the breakfast by clicking the “Add” CTA
If the user wants to further filter the ingredients within a dish, he can choose the filter and uncheck it himself.
Gamification Added

Scope

The project successfully addressed the client's problem statement outlined in the brief. However, identified areas for improvement include:

Enhancing the design system to meet modern visual expectations.
Ensuring a thoroughly user-centric onboarding process to stand out in a competitive market.
Incorporating gamification elements into micro-interactions to make the product more interactive and enjoyable.

The project successfully addressed the client's problem statement outlined in the brief. However, identified areas for improvement include:

Enhancing the design system to meet modern visual expectations.
Ensuring a thoroughly user-centric onboarding process to stand out in a competitive market.
Incorporating gamification elements into micro-interactions to make the product more interactive and enjoyable.

Next Project

sreelakshmi raghunath

Don’t let the time fly.

let’s go further, together!

Drop me a line at

shreedotme@gmail.com

Find my history here

Resume

Don’t let the time fly.

let’s go further, together!

Drop me a line at

shreedotme@gmail.com

Find my history here

Resume

sreelakshmi raghunath
sreelakshmi raghunath
sreelakshmi raghunath

sreelakshmi raghunath

Don’t let the time fly.

let’s go further, together!

Drop me a line at

shreedotme@gmail.com

Find my history here

Resume