We created a user flow that brought recipes to Fran, our primary persona, based on what she wanted and needed, instead of expecting her to know what recipes to look for before using the Imperfect Foods app.
Designing a new feature for an existing mobile app.
Imperfect Foods is a weekly grocery delivery service with a vision to “create a more compassionate, less wasteful world.” They save fruits and vegetables that are deemed too large, small, or misshapen for conventional grocery store shelves…as well as excess products that would otherwise end up in a landfill. Their work helps to reduce the 20 billion pounds of produce that are wasted on farms every year.
Users frequently end up buying more or less produce than they need for a week’s worth of meals.
Our assumption that people did not plan their meals before shopping for groceries, and thus often wasted or disposed of the excess food by the week’s end, was confirmed by our research.
Before we could formulate problem statements, we created two proto-personas.
We fixed the bugs mentioned above and used the existing brand identity. We wanted to make sure the new feature(s) fit well into the current Information Architecture and UI of the Imperfect Foods app.
Users liked the new Suggested Recipe feature, and especially valued the Saved Recipe page as a tool for planning their meals for the week.
Interestingly enough, Imperfect Foods launched a “Shop by Recipe” feature on their app a week after we finished this project!
However, we acknowledge that our prototype and testing had some limitations and there is still room for improvement. Some of the next steps we would like to take are: