Fodi
Fodi is an online food store start-up. Their goal was to change the way people shop for groceries. They wanted to make the user experience fun, time saving and personal.
The Project
Delivery: Design sprint, responsive web, user testing
Client: Fodi, 2017
Employed by: Dynamo
My Role
UX DESIGNER, VISUAL DESIGNER, DESIGN SPRINT LEAD
In order to find out how Fodi could change the way people shop for groceries, we held a design sprint with them. The outcome of the design sprint was to go mobile first with smart shopping and focus on local areas and personal service. I tested the prototype on target customers to make sure that the service was aligned with the customers’ needs and Fodi decided to develop the service.
I became part of an agile multi-disciplinary team and was working closely with the developers and stake holders throughout the whole process. My role was design lead and I collaborated together with another ux designer. I created wireframes and prototypes, which I iterated and continuously tested on users (both the overall needs but also specific visual elements) I was also responsible for detailing out the visual design of the responsive web service across all platforms. I was working closely with the design bureau who had created the overall brand guidelines.
Fodi online grocery store was built as a responsive web application with a focus to make the shopping easy on mobile.
Smart and personal shopping
Fodi wanted to make the shopping as easy as possible, especially for returning customers. From user testing and research we knew that most customers tend to buy the same groceries each time. By tracking customers’ previous orders we could make the shopping experience quicker and easier.
Navigation
An easy navigation is crucial for customers to find what they are looking for. The users can find their basic groceries by either looking through departments or using search.
Inspiration
Many customers feel a lack of inspiration when it comes to decide what food to make. Therefore, we created a section “Shop by meal” which list a couple of recipes for breakfast, lunch, and dinner, for example. User can then add all ingredients from that recipe to the shopping cart.
Wireframes
Here are some wireframes for the mobile screens.