February - October 2023
Farm-to-device freshness : Premium Digital Experience
Elevated farm-to-table experience achieved through user-centric design, extensive user research, and meticulous style curation for a premium app and website offering fresh produce
Our client, an esteemed Indian conglomerate, sought to launch a new D2C app for their hydroponic business. We prioritised empathy, understanding app usage, and grocery shopping behaviour. Analysing global premium apps, we synthesised insights to design a desirable, premium experience. Our approach extended to crafting style guides with a colour palette reflecting the products and brand packaging, ensuring a consistently premium feel across the application and website
My Role
In the project, I played a pivotal role as the lead designer, overseeing the entire design process from research and screen creation to making them development-ready. Managing a team of three designers, including myself, I ensured seamless collaboration. During the support phase, I took on the responsibility single-handedly, guiding the development team to bring the designs to fruition. Additionally, I actively participated in client conversations, playing a key role in convincing them to proceed with the meticulously crafted designs.
Platform
Android , iOS & PWA
Timeline
February - October 2023
Role
UI / UX designer & researcher
Key problem statements
Business goals
User goals
Key takeaways from immersions
In conducting a disruption scan and heuristic analysis of 8 applications, we evaluated dealers' experiences, identifying strengths and weaknesses. These insights guided the development of our design system, drawing inspiration from successful elements and addressing shortcomings to create an unparalleled dealer portal.
01
Enhance the new brand's visibility and engagement by expanding its presence across diverse platforms and connecting with a wider audience.
02
Craft exclusive premium experiences by meticulously designing unique features, ensuring top-tier quality, and delivering unparalleled service to encourage customers to stay.
03
Empower users to freely explore and experiment with our comprehensive range of products, fostering a dynamic and engaging experience that suits their preferences and needs
04
Educate users on cultivating a mindset aligned with our goal: sustainable hydroponic farming, disease-free practices, and accelerated growth for awareness and development.
We initiated design sprints to foster cross-departmental collaboration, involving Product Designers, UX designers, researchers, business leaders from diverse verticals, and Creatives who contributed innovative ideas. The goal of these sprints is to unite teams towards a common objective: enhancing our consumer experience by addressing our users' current challenges.
Initial designs
Organizational structure of the initial section on the landing page
Our aim was to empower users to discover products efficiently in the landing page's initial section, aligning with sustainability goals and educating about hydroponic farming. These initial designs were not selected due to unclear value proposition, cluttered layouts, and scalability issues.
Product details page
Enabling users to make mindful, healthy choices without overwhelming information, initial designs were rejected for inefficiency—occupying more space than needed. Striking a balance remains crucial for optimal user experience.
Product listing page
Our aim was to assist users in navigating and exploring products on the listing page, employing playful elements to make the exploration process enjoyable and engaging for them.
Final designs
Explore beyond grocery shoping
Our aim was to enable users to explore the various products our client offers from the get go from shopping via category to shopping by brand. We also enable the user to explore via the recipe corner , blogs & enable users to go beyond shopping.
For those who have lesser time on their hands we created the cards in such a manner that they can checkout directly from the landing page itself. We've also provided suitable spaces throughout to enable users to understand the brand since its a new one, & to explore it's various offerings
Inform users before loging in
Before login, we aimed to engage users with intriguing facts about hydroponic farming, fostering interest. This was achieved through informative splash screens highlighting the business's sustainability initiatives. Additionally, we ensured a straightforward and easy login process.
Empowering informed decision-making with essential information only
Embracing an image-centric approach, our design replicates the immersive feel of a local vegetable market. Ensuring users can easily purchase products throughout the portal, we introduced interactive elements for a gamified experience. Our clutter-free design enhances user focus on essential elements.
All rounded search
Our comprehensive search functionality seamlessly navigates products, brands, and recipes. Users enjoy an all-encompassing experience with the convenience of adding items directly from search results. Additionally, detailed filters are in place, empowering users to refine searches and find their ideal results effortlessly.
