Designing a plant-based food subscription service.
Duration
Team
Tools
Disciplines
9 weeks
Product Designer (me)
Product manager
Software Engineer
Nutritionist
Figma
Adobe Illustrator
Google Slides
Market Research
User Research
Product Strategy
Visual Design
Responsibilities: My main responsibilities included researching and understanding similar services (competitive analysis), wireframing, prototyping, creating a design system and copywriting.
INTRODUCTION
Blizz is a plant-based food subscription service that aims to provide healthy and nutritious food to the working class population in Taiwan. Blizz allows subscribers to customize their box with quick and easy recipes that also cater to their fitness goals such as muscle gain, weight loss, or clear skin.
BACKGROUND
In the fast paced cities of Taiwan, many workers have a hard time eating healthy and setting aside time to cook. Past research from Taiwan’s Ministry of Health showed that over 40% of the taiwanese white-collar working population is overweight or obese due to long working hours and lack of exercise. They also discovered that 83% of office workers do not consume enough fruits and vegetables on a daily basis.
CHALLENGE
How might we design a service that helps workers in Taiwan eat more healthily while causing the least amount of disruption to their current lives?
RESEARCH PROCESS
Market research to understand the food subscription market
Desk Research
Competitive Analysis
I read up on dietary research of the taiwanese work population to validate our hypothesis that
the working population does not consume enough fruits and vegetables on a daily basis.
I conducted competitive analysis on similar products such as Daily Harvest, Hellofresh, Home Chef to better understand the food subscription space.
DESIGN PRINCIPLES
Food subscription service that is fast and convenient
These were the design principles/business goals the solution would follow. This made communicating with engineers easier and helped the team prioritize what to build first.
Convenient & Accessible
Intuitive Design
Sustainability Focused
Mobile optimized
Minimized steps to sale
Clean and intuitive UI
Clear signifiers, prompts, and CTA buttons
Blizz sources from local farms and uses sustainable packaging
ITERATIONS
Design Iterations
VISUAL DESIGN
Final Design
After multiple rounds of user testing and changes to the prototype. This was the finalized design to be implemented in development.
CHOOSE PLAN
User can choose from 3 different plans:
Starter
Popular
Premium
baed on how many items they want to receive and how often
PRODUCT VIEW
The product page includes descriptions and nutritional facts of each smoothie. More items to be added in the future as business develops. E.g. soups, bowls etc.
ADD TO CART
After user adds product to cart, they can view items in cart and add/remove as they wish. Then proceed to check out when they fill the box.
LIMITATIONS & NEXT STEPS
More testing if time allows
As time was limited, we were only able to do cognitive walkthroughs with a couple users on the early prototypes. In the future, more user testing on the prototype would be beneficial to validating the user flow and discovering any pain points that the design may have.
My design was signed off for development at the end of my internship, so I look forward to seeing it be developed and iterated on as more testing happens in the development stages
REFLECTION
1. Visual Design Process
Having come from a computer science background, I don’t have a lot of experience with visual design. While working closely as the only designer on the team, I got to take on multiple hats such as design icons and ways to seamlessly incorporate branding into a product.
2. Working in a interdisciplinary team
During my internship, I got to work in an interdisciplinary team with engineers, product managers, and nutritionists. This made me realize the importance of communication and explaining design decisions to non-designers in a clear and non-jargon way. As well, I learned to create design systems for better hand off to developers.