As Design Lead, my goal is to redesign the platform with a user-centric approach, focussing on ease of use, efficiency, and accessibility.

The Design Process: Before starting the Design Sprint weeks, I worked with stakeholders for in-depth interviews that had all the users’ insights gathered.

Week 1: Onboarding

The CX team and product managers highlighted a challenging onboarding process for new users as a significant issue, resulting in low adoption rates and reduced user engagement. The existing onboarding flow comprising of 5 pages each with 7–9 form field to onboard data, leading to high cognitive load and frustration with lack of any sense of accomplishment.

The onboarding process is difficult and confusing, user gets frustrated and abandon the platform before they have a chance to experience its benefits.

On interviewing stakeholders and backend developers, I got to know that to create a client instance we did not need all that data record upfront but just one.

We are only using phone numbers to create a client instance, rest of the data is being used to make the platform operational for them.

Solution Sketching:

We went through different sketching activities that help us materialize our ideas and solutions. Inspired from our backend flow, I decided to optimize the onboarding in one page and one click. Now the user will sign in with just their phone number, verified via OTP and land on the dashboard. And after landing on the dashboard, we will motivate the user to onboard rest of the data.

Hence, we divided the onboarding process into 3 events.

1. Creating client instance i.e. signing in

2. Onboarding Data

Good Design is Obvious, Great Design is Transparent.

Upon arriving at the dashboard, my intention is for the user to feel relaxed and experience a sense of achievement. Additionally, I aim to instill a sense of motivation in the user to complete the data onboarding process. Furthermore, I aspire to create a sense of assistance that allows the user to unwind and let the system guide them through the data onboarding process while they passively learn about the platform.

Therefore, we opted to display the dashboard in a skeletal format, with the inclusion of Ellie, our chatbot, who serves as a butler and is available from the moment of sign-in.

3. Select Pricing Plan

Based on the data provided during onboarding, our business model allows users to have customized pricing plans that fit their individual needs. To facilitate this, Ellie recommends two preset plans, with a third option for users to create their own custom plan.

With the design voice of the platform established, the next step is to examine the user flow and information architecture.

Use cases and Storyboarding

Based on our research, the first six tasks that users typically perform after signing up.

Ellie will index the priority of these tasks according to the company data that the user has provided during onboarding, which will vary depending on factors such as staff strength, number of outlets, and the scale of the business.

Inspiration from other Products

Since many of our clients have multiple businesses with numerous outlets, it was crucial to ensure easy navigation between different outlets and companies.

Our inspiration for this — Google Analytics account switcher.

Prototypes and User Testing

Since this was the first week of the sprint, I created and prototyped two variations myself for user testing in order to establish the visual style.

I conducted three types of user testing for the week:

I used Figma to create two prototypes for A/B testing and also created a Google Form for card sorting and survey. Then, I linked the Figma files with the Google Form.

I built a team of 15 from Product Managers, CX team and other volunteers for user testing. I used the information gathered to define our sprint goals and questions we wanted to test by the end of the week.

When the results of the A/B testing were inconclusive, I would incorporate the feedback from the surveys to make changes to the mockups and conduct the A/B testing again.

With all the necessary components in place to commence the project, identifying and prioritizing the required activities became more manageable for us.

Over time, as more users joined the program, the experience continued to improve.

I hope this information proves useful to someone. Don’t hesitate to share your thoughts and feedback in the comment section.

When it comes to food, brand voice involves more than just colors, fonts, and logos it involves the food item, the source of that item, illustrative communication that connects the consumer with their food.

In the case of a meal kit brand, showcasing the exotic nature of its recipe, its pre-portioned and prepped ingredients and its convenience are what makes their meal kit packaging a success.

The question that often arises: is brand identification possible in a crowded market?

Your brand voice is the defining factor in how your brand is perceived by its consumers. It shapes your connection with them, with the ingredients you’re providing and how their food items are being prepared, whether you do it intentionally or not.

For a meal kit item, the brand voice mainly lies with its assembly packaging as well as the center of plate ingredients. We believe the meal kit brand voice should convey either the premium quality of their product or the sustainability of the same.

Centre of plate ingredient packaging

Modern consumers prefer to know what companies stand for and what’s going on behind the scenes. The packaging of the center of the plate must illustrate the source of that ingredient which can connect the consumer to the cultivation of that ingredient as well as freshness.

Now to communicate the premium quality and sustainability of the ingredient, the ingredient label information can be used using the right colors and fonts.

To communicate the premium quality of the ingredient, the color combination must showcase the vibrance on the packaging. One way to do that is to have a dark background with a couple of light colors to let the label stand out.

Similarly to showcase sustainability, the background can be used with brown color and corrugated pattern to bring out the kraft paper feel, even if the packaging required has to be plastic.

To show the freshness of ingredients, the best way is to use transparent packaging and let the ingredient speak of itself with the illustration on the source of the ingredient on it.

A brand’s confidence is built on the quality of its ingredients. Information regarding its nutritional values, allergens, and packaging as to how to safely handle the package is crucial with the current marketing standards. The easiest way to achieve this standard is to let the packaging speak for its ingredients and itself. Such information can be added to the backside of packaging and win consumer confidence with each unboxing.

Other Ingredient packaging

Most meal kit businesses simply slap a few labels on their packaging, double the sticker price, and call it a day. Let your brand logo be at the top with confidence on your sachets and convey the type of ingredient they are holding following it. Continuing the line illustrations, I am following in this article I have, I suggest having patterns for each ingredient type illustrating their source, put a placeholder on the backside of your packaging for the label you need to paste in real-time, and let the consistency of your packaging show your operational ethics towards your meal kit sachets.

Assembly packaging

Keep it simple. Be transparent with your first look. Show who you are and what you stand for. Let your consumer simply be welcomed with your brand logo and statement.

Assembly packaging differs as per your model i.e. subscription as well as on-demand.

Subscription requires more care and temperature control as the shipment range and time is more whereas the on-demand mostly requires simply what shelf meal kits and current food delivery marketplaces like postmates, ubereats use

Dailykit has been providing solutions to existing meal kit brands and services to interested restaurants to do meal kits.

The main challenge appeared to us was the discovery of such brands to their right audience. This led to another loophole in the current hyper-social community of meal kit users. Apart from Facebook groups, there was no such existing platform.

Introducing Be Ramsay!

A social platform to share your meal kit experiences with other users, discover meal kit providers near them.

We followed the design philosophy of twitter and Instagram’s way of posting and sharing an experience and avoided any friction of new learning.

Today the market has begun to lose its viability in the eyes of investors. According to the Wall Street Journal, the reasons are logistical hurdles, high costs related to attracting and retaining a loyal consumer base.

A happy customer brings 100 more!

Sharing experience on social media brings traction to the brand and the recipe. We decided to give the ability to tag the product as well as the brand.

To have the real connection, BR has the feature to invite friends to comment on their posts as well as to tweet your cooking to the legend — Chef Gordon Ramsay.
Tagging a recipe, meal kit brand, creating a poll, pinning a recipe to the hungerboard are our solutions for the meal kit user to share, express and plan their course.

What is a Hungerboard? Hungerboard is a mood board for the user to pin a recipe to their calendar and pre-plan the experience.

BR has made the discovery of such brands hyperlocal- Geo-fencing as well as the delivery window.

Meal kit brands can create their pages on BR, put their menu and even sync their shop with BR.

Syncing shops on BR helps the customer to have the ability to explore and pin their desired product as well as schedule the order on one platform.

Our team decided to bring the supply and demand under one umbrella to help them understand the needs of demand, to increase the reach of supply and connect the right user with the right brands.

BR allows the brand to have a fair reach to retain the right customers, which saves the high costs of doing so.

Today every moment to cook fancy is a moment to brag, customers can share their stories as their daily pangs and posts on BR and have an audience to interact with.

So, we say now..

Don’t be a Sandwich, Be Ramsay.

Coming soon