EATWELL

Project Scope: 4 weeks

Project Type: Assignment

Role: UX Design, UI Design, UX Research

Tools: Adobe XD, Notion, Invision , Google Forms

Date: 2020

Overview

The Meal kit services industry has increasingly become popular, with many companies across the world offering this service. Even within this increasingly saturated market there is still potential for a new service that will provide a unique user experience. EATWELL is a meal kit service that ships fresh, locally sourced and seasonal ingredients directly to your home. All EATWELL ingredients come with easy to use step by step recipes on the app. EATWELL makes mealtime easy and fun and has a wide selection of plans for single people, couples and families

Problem Statement

In today’s increasingly busy world, cooking and meal planning is a major headache for singles, couples and families alike. It is often easier to just eat out, get takeout or just have microwaveable meals that lack in nutritional value and harmful to one’s health. This is especially problematic for parents who do not want to feed their children unhealthy meals that are detrimental to their growth and development, or for anyone who simply wants to lose weight. Finding the time to cook interesting easy and balanced meals is almost impossible, with most people cooking the same meal over and over. The issue of food waste is also a big problem today.

Research Insights

I created a survey to gain an understanding of a wide range of people’s mid-week dinner preparation rituals. The survey included participants in the United States, Canada, South Africa, and Kenya.

​The results of the survey would play a major role in the design of the EATWELL App.

​After surveying the participants and analyzing their responses, I discovered that:

​

• A majority of the respondents prefer to spend as little time as possible cooking meals during the week (max 35 min)

• Many of the respondents cooked dishes that were local to their culture.

• Many of the participants had varied dietary requirements.

• Most of the respondents enjoy home cooking as they view it as healthier  and want to know every ingredient that goes into their meals

• Most respondents appreciate fresh ingredients.

• Some respondents disliked home cooking as they sometimes never had the adequate ingredients.

• Some respondents cooked for people with different dietary restrictions as themselves and would prefer to have the right ingredients and recipes catering to varied dietary restrictions.

• Some respondents wanted pre-proportioned ingredients.

Some quotes from survey respondents:

"Sometimes we don’t have time to get a lot of things at the store to cook and it becomes difficult to use the random ingredients we have to make a good meal"

"Precut and portioned food, managing the week"

"Precut and portioned food, managing the week"

"I think limiting food waste, because I already save money cooking at home. Because it bothers me to waste food it is not sustainable for the environment"

Competitive Analysis

Today's app marketplace features no shortage of Meal Kit Delivery services. Meal Kit Delivery Services have become increasingly important during the COVID-19 Pandemic, and will become the norm post-pandemic. I decided to conduct a competitive analysis of two meal lit delivery services that are currently leading the industry, they are HelloFresh & Blue Apron.

Positives

​

• Allows customers to cancel plan or skip service for any particular time.

• Allows users to give friends/family gift cards.

• Hello rewards program that allows users to gain points as they use the service, then use them as gift cards for friends and family.

Negatives

• Limited plans that cater to varied dietary preference (not low carb friendly) and limited dishes from different parts of the world.

• Mobile app does not provide real time information on progress of delivery

• Mobile app does not allow users to review service after delivery or cooking.

• Users have limited flexibility with customization of their plan.

• There is no option on the app to request dishes (this would be a good way for the service to gain feedback and enhance the user experience of the service

Positives

​

• Allows customers to cancel plan or skip service for any particular time.

• You can order wine with your meals.

Negatives

• Limited plans that cater to varied dietary preference (not low carb friendly) and limited dishes from different parts of the world.

• There is no option on the app to request dishes (this would be a good way for the service to gain feedback and enhance the user experience of the service.

• There is no rewards program.

Key insights(for the EATWELL app)

• The new app needs to provide an option for users to rate their service after each delivery and have an option for users to request dishes through a voting system

• The new app needs to provide real-time information on the progress of the delivery

• The new app needs to provide users with the flexibility to customize their plans

• The new app needs to have a feature that allows users to easily locate the nearest EATWELL recycling depot so that they can recycle their meal kit packaging.

App Concept & Creation

After analyzing the survey results and competitive analysis, it was evident that there were issues that were not being solved by current meal kit service apps on the marketplace today as listed in the key Insights above.

To better understand potential users I created a persona and journey map

Persona

Journey Map

Wireframes

Solutions

The EATWELL App grants users greater flexibility to customize their menu preference and have greater control of what they want delivered to their home.

Users are able to easily get real time information on the progress of their delivery directly from the mobile app.

Users can easily find the nearest place to drop off their used packaging for recycling through their app.