I focused primarily on the mobile app - researching, creating, testing features, and setting up a testing schedule to maintain periodic updates. My goal was to explore and validate that the UX/UI was logical and based on user-centered evidence.
What is the competitive landscape?
Competitive & Heuristic Analyses
Through research into comparable food marketplaces, I was able to focus on new features that would add the most value from a prioritized list of product goals.
Average Order Value competitive analysis and Covert's usability heuristic model.
What features would increase Average Order Value?
Seasonal items highlighted.
Social proof influences purchases.
new features & agile process
Up-selling in the market, social proof, informational badges, favorites, and more - from the drawing board to fruition.
Up-selling and cross-selling across market & cart.
Design studio with the Product Team.
Bundled discounts display on hover.
How does user-testing tell us about product KPIs?
Simple UX strategy optimizations for big results.
Data-driven decisions
I set up a user-testing system to maintain usability through implementation. In-office and online testing, measuring user behavioral data, informed my insight into optimal strategy.
UX & Product workspace, user-testing devices for mobile, tablet, and desktop.
Exploring the ideal user experience.
a beautiful end product
My UX research and user-testing with Farmigo was a fun exploration into a better possible food system. Logical design execution and experimentation were key to ending up with charming and functional design.