Designer

Designer.

Peels on Wheels

A gourmet meal kit company based in Warwickshire,
England. Launched during the Covid 19 pandemic

Primary Software

2020

Problem Statement

During the covid 19 pandemic many hospitality based businesses were hit hard when forced to close their doors indefinitely. Presenting the likely scenario of significant losses to the business. Many venues were encouraged to adapt and started to provide last minute, door to door services to help reclaimed some of what they'd expected to have lost.

Potential Solution

A digital or e-commerce based solution that allows Hampton Manor to continue service through the delivery of pre prepared meal kits that allow customer to cook Michelin star meals from home. The solution needs to accurately communicate the premium service they provide in order to differentiate from an already saturated market.

Key Activities

User Research
Wireframing
High Fidelity Visuals
Visual Presentation

Methodology

Waterfall

Software

Photoshop
Ilustrator
XD
Slack

Year

2020

Project Plan

A time conscious project plan was essential for this particular project as the solution was to support the business during the recent pandemic.

User Research

Preliminary Research

Research began with informal interviews of the company owner and employee's to gain a better understanding of their existing clientele. This was a very useful start point and helped to influence the personas developed at a later date.

Competitor Analysis

Analysis of competitor product/services was gathered through my own intereaction with services, products, websites and apps. As well as unbiased reviews from third party review sites such as Trustpilot and BBC good food. This ensured an unbiased and accurate customer experience was considered.

With the market for meal-kit delivery services having grown significantly in recent years, the competition is booming. Reviewing these companies, their strengths and weaknesses could help significantly in finding where POW would fit in and improve on current solutions.

Average scores were calculated from user reviews taken from third party sites such as trust pilot.

Defining The Problem

Synthesising the Data

The data was synthesized and certain metrics were defined, including the opportunities, objectives, measures of success and customer motivations and needs.

Personas

Using the data collected when analysing the market competition, we created multiple personas to uncover the different ways user's interact with competitor products. This allowed us to focus our efforts on improving the experience for real world customers and develop a superior service. Data was also utilised from our initial interviews with company staff to develop a specific and unique persona.

As a multiciplinary design agency, we often like to offer additional services such as digital marketing. The inclusion of predicted social media use in our personas not only helps to predicted which UI styles and applications the user is already familiar with, but it also helps to suggest the most effective means of promotion, should they require that at a later date. Developing thoughtful personas is also an effective way to build trust and confidence from our clients as it shows our consideration their unique customers.

User Empathy mapping

In order to create a shared understanding of the user needs and to aid in the decision making process througout the project, it was important to articulate what we knew about the certain types of users into empathy maps.

User Journey Mapping

Using my previous research and customer personas I developed a user journey map based on a prototypical consumer

User Needs Statements

After analysing the empathy maps and documenting different patterns throughout, we were able to establish priorities in the user needs. This enabled us to create a set of definitive user needs statements which we could then use and refer to at the ideate phase and throughout the entire project.

Business Goals Alignment

On top of frequent communication with the client, it was important for us to take deliberate breaks in the project to ensure our goals matched their vision and they were happy with our direction moving forward.

Ideation & Problem Solving

Solving User Needs - Example - Jane

Tim's major concern is the quality of the ingredients being used. His experience with cheaper services has lowered his expectation of what a meal prep service can provide. Tim needs to build trust and confidence in the service before purchasing.

Our solution was the inclusion of prominent intolerant & allergen markers on every meal result. Allowing the user to quickly conclude the suitability of a meal option without the need to continue through into it's extended ingredients list. We also chose to include a "sort by allergen" option. So to only show suitable meals.

Wireframes

Low fidelity wireframes were created to ensure our design remained user-focused as well as allowing us to visualise, clarify and define the site's specific features.

Aesthetic Inspiration

A mood board was created to help kickstart our more specific aesthetic goals. Helping massively to influence the decided colour pallette, typography and overall look and feel of the site.

Implementing the UI

Design System

The design system allowed us to produce reusable design elements to reduce time when producing final mockups. They are also useful it assisting any future designers who might want to develop the site further.

Final Designs

Peels on Wheels

Manor Membership

The manor membership section was specifically requested by the client and quickly justified by our initial research into the market. With most major competitors selling themselves as a subscription based service. Our main goal was to present a more premium option to help differentiate the service from it's competitors.

Home Screen

The main purpose of the home screen was to have the service's main features highlighted, such as the unique, Michelin star chef assisted videos that help to guide you in the cooking process.

Course Menu

The course menu was developed to simulate what clients would expect in a Michelin star restaurant such as Hampton Manor. Hinting at how they might have been treated were they to dine at the restaurant when it was open. It was also developed to help upsell and increase sales of side dishes, wine, etc.

Menu Item

The individual product page allows users to view each dish is greater detail. It was also an opportunity to upsell side dishes and drinks, just as you might in a real restaurant. The addition of meal specific videos that showed the dish prepared by Michelin star chefs wa an excellent way to display the more premium service supplied by POW when compared to alternative services

Drinks Menu

A speperate drinks menu was included to showcase the broad range of preimium wines already on offer at Hampton Manor. This goes a long way in upping the premium feel of the service when compared to competitors.

Delivery Info / Options

A delivery page was an essential after seeing just how many competitor reviews were focused on the poor service upon delivery. With packages often delivered at random times and being left out in the sun to spoil. By developing a separate page dedicated to clearing up any queries about delivery, the goal was to build trust and comfort with the consumer.