FoodFund
A redesigned shopping experience
FoodFund was created off a mission to reduce food waste. FoodFund recovers imperfect and ugly produce that would otherwise end up in the landfill. Customers sign up for a weekly subscription, select a box that has a set amount of selections and then they select their produce weekly, which then gets delivered straight to their door.
The Problem and the Goal
The goal of this project was to identify the issues with their website, as customers were explaining the shopping page as ‘not user friendly’ and to prioritize the appropriate features needed to create the iteration of the new product and subscription model.
Understanding the Problem
This project was a massive one because not only were we going to be introducing a brand new design to loyal customers, but the entire subscription model was changing. The most prominent issue that was constantly coming up was the shopping process was not user friendly. I started analyzing the website to see what could be causing these frustrations. I was able to pin-point many possible issues, starting with the shopping screen and then finally, the check out screen.
Shopping Screen
Checkout
A lot of questions emerged from the review. How can we make it easier for customers to find products? How can we maintain the current brand, while redesigning the entire subscription model? Most importantly, how can we make this experience more enjoyable?
Users like something that’s familiar. They are more likely to use something that they recognize. A lot of the improvements to be made were very simple. My solution was to create a familiar shopping experience where customers could quickly find their products to reduce frustration.
Designing the Solution
First step, prevent frustration! The original FoodFund model required customers to fill out a survey about their produce shopping habits in order to determine what box would be suitable for them. The box they selected would have a limited amount of selections. In this new model, we decided to remove the survey and begin with the entering of the postal code. This gives the customer the opportunity to see if we in fact deliver to their area prior to going through the whole shopping page and sign up process, preventing a lot of frustration.
While designing solutions for the customer problems, I redesigned the whole interface entirely while keeping FoodFund’s existing brand guidelines in mind. I chose a more minimal look because it’s less distracting for the user. They need to get their shopping done and they want to quickly find things.
What I’ve Learned
Taking on this project was a huge responsibility for me, especially being the first and only product designer for FoodFund. Being new to the design industry at the time, I was still constantly reminding myself that I don’t have to “reinvent the wheel”. The problem is already solved. It’s just a matter of tailoring the solution to this demographic and this is what I now carry on with me for the rest of my projects.