Chef’s Special
Freshly partnered up with four nationally recognized chefs to create collaborative meals as part of a 2021 series of Chef-Inspired Meals. Each Chef will have 10 weeks to promote their meals on the Menu.
ROLES
My role: Lead Product Designer and UX Reasearch. Product Lead: Chris Patota. Associate Creative Director, Copy: Jack Ball-Smith. Senior Art Director: Stephanie Stanley.
PROBLEM WE’RE TRYING TO SOLVE
We were tasked with answering the following: How might we allow subscribed users to discover, learn about and add Chef’s Special meals to their deliveries?
Lack of variety is the most commonly-cited cancellation reason among Freshly customers, and Chef’s Special add real variety to our customers - not just the perception of variety.
The phased rollout of Chef’s Special meals will allow us to create exciting moments for our customers as new chefs and meals are revealed.
LANDING PAGE
We created a landing page to market each Chef. We worked with key stakeholders to collaborate on what sort of content could live on the landing page based on business goals and user needs.
UX RESEARCH
We created low-fi wires to present to stakeholders, but also wanted to test them out. So we updated the wires to hi-fi for user testing to reduce confusion.
Key takeaways from user testing:
Overall showing meals first before about the Chef sections seems to have a bigger impact
In the about the chef section it's valuable to have content that's on a human connection level
The recommended by Chef section is a good way to show more options of Freshly meals
LANDING PAGE DESIGNS
WEB AND APP DESIGNS
How might we highlight the Chef’s Special meals in post acquisition and the App? We created a component called the modular meal card. The idea of the card is to have several other components combined into this flexible card. It’s also thinking ahead on how we could reuse this card and turn on or off sections to create new content.
