<aside> 📈 About the project

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Over 150,000 users and 50 customers in the USA, California

Local food is often seen as a more expensive way to shop for groceries, bakeries, and restaurants, although it is more sustainable and helps to support the local economy. The FoodDelivery application aims to improve the food system by highlighting local food and dishes in a people's area, saving them time shopping for groceries and building better and healthier relationships with local food purveyors.

End Users: This web service helps users buy online products and delivers orders to users' doorstep. The platform proposes different online products: grocery stores, restaurants, and bakeries

Customers (B2B): For small & middle businesses. This cloud-based e-commerce platform provides grocery retailers with a turnkey online shopping and delivery solution.

Overview

UX research & testing, e-commerce, responsive design

Deadline

3 months for this case study. The whole project took 1,4 year

Role

One Product Designer: conducted usability testing studies, validated users, facilitated workshops

Tools

Figma, Google Forms, Miro, HotJar, LookBack, Google Analytics

<aside> 📈 Let’s start with Project Objective

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Problem

The primary hypothesis was that people were interested in learning about seasonal food and dishes, especially those focused on a nutritional diet or who don’t have extra time to go shopping or cook food.

Primary Goal

Design a better user experience to help users purchase more local produce

Secondary Goal

Educate users about supporting local small & middle businesses

Discover & Define Phases

<aside> 📖 I started with Secondary research

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I conducted Secondary research and found information that helped me to build hypotheses. There were Users Feedback from the support team and heatmaps from HotJar.

<aside> 👤 I conducted users interviews and generated a User Persona

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