Fluffy Fresh | portfolio/yr

The Product: Fluffy Fresh is a fresh dog food delivery app that strives to deliver healthy, fresh dog food for busy dog owners. They offer meal plans for dogs and users can pick which meal to be delivered and how often. This app is to help dog owners save time while having their dog’s health in mind.

My role

Lead UX Designer designing the app from conception to delivery.

The Challenge

Busy dog owners lack the time to order or prepare fresh dog meals for their dogs.

The goal

Design an app for Fluffy Fresh that allows users to easily choose fresh and healthy dog meals. Users can choose either start a trial or get repeat deliveries.

The Research: I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who own dogs and does not have time ordering dog food or cook fresh food for their dogs. My research has also shown other user problems while ordering dog food. These problems include difficulty choosing a dog meal, the prices of the meals, and the health concerns of dogs. All these factors are being considered by the users while choosing dog food.

Paper Wireframes

Low-Fidelity Digital Wireframes and User Flow

Usability Study Findings

Round 1 findings

Users want an easier way to go back to the home page.
Users want clearer labeling of the buttons.

Round 2 findings

Users want to see more information to assist them in choosing the right dog food.

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After the usability studies, I labeled the clickable buttons or sections more clearly from “all recipes” to “shop all meals”

Mockups

Before the usability studies, it’s confusing for most users to locate the “start my meal plan” button because it is below the fold. After the study, I moved the button above the fold so users can see it immediately they land on the product page.

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High-fidelity Prototype

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Takeaways

While designing for Fluff Fresh’s app, I learned that I will not end up using the initial low-fidelity prototypes for the high-fidelity prototype. The usability studies help gather more information to iterate on the design.