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4. HappyGrub

ROLE

Assistant UX Designer
Account Executive

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Introduction

HappyGrub is a food delivery brand specializing in healthy and delicious meals. With a strong presence through their attractive packaging, they aimed to enhance their user experience in the digital realm.

This UI/UX case study showcases the journey of building the HappyGrub website from the ground up, taking inspiration from their captivating packaging design.

Challenge & Goal

Translating the physical packaging into a seamless digital experience. Balancing aesthetics with usability while integrating packaging elements demanded meticulous attention to detail.

Industry

Food delivery service

Platform: Website | Tablet | Mobile

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CHAPTER 1

Research and Discovery

Taking insipiration from the packaging

The packaging featured vibrant colors symbolizing freshness, organic illustrations depicting wholesome ingredients, and friendly typography exuding warmth and approachability. This aesthetic resonated with the brand's ethos of promoting healthy eating while creating a joyful culinary experience.

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User Personas

Based on the insights from interviews and surveys, the team developed user personas, fictional characters representing the different target user groups. These personas, like Fitness Enthusiast Arjun, Environmentally-Conscious Maya, Family-Centric Aanya, and Wellness-Driven Vikram, captured the users' motivations, goals, behaviors, and pain points.


 

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Empathy Mapping

Empathy maps were created for each user persona, outlining their thoughts, feelings, actions, and expressions related to the food delivery service. These maps helped the design team empathize with the users and gain insights into what they might say, think, do, and feel during the food ordering process.

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CHAPTER 2

Design Process

Task-flow & User-journey

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a. Wireframes: Initiated the process by creating low-fidelity wireframes to outline the website's layout and content structure. Collaborating with stakeholders, the wireframes were refined to ensure a logical user flow from browsing to the final checkout process.

b. Visual Identity: The vibrant color palette used in the packaging, featuring shades of fresh greens and lively yellows, became the basis for the digital design. These colors were carefully incorporated throughout the website to evoke a sense of health, vibrancy, and happiness.

c. Typography: To maintain consistency with the packaging and evoke a sense of friendliness, a custom friendly themed font was used. A clean and legible font was used for body text, ensuring optimal readability.

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CHAPTER 3

Usability and Functionality

To ensure a seamless and user-friendly experience, several features were implemented:

a. Intuitive Navigation:
Clear and concise navigation menus were created, guiding users to easily access different sections of the website, including the menu, customization options, and account features.

b.Search and Filter: A smart search and filtering function were integrated, allowing users to quickly find their preferred meals based on categories, dietary preferences, and ingredients.

c. Customizable Meals: Understanding that personalization is key, the website allowed users to customize their meals by choosing specific ingredients and portion sizes according to their dietary needs.

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d. Easy Checkout: To reduce cart abandonment, a one-page checkout process was designed, streamlining the ordering process and ensuring a seamless transaction.

e. User Testing: To validate the effectiveness of the UI/UX design, usability testing sessions were conducted with a diverse group of potential customers. Their feedback and observations were invaluable in identifying pain points and areas for improvement. Iterative changes were made based on user suggestions, such as refining the checkout flow, clarifying customization options, and improving the accessibility of certain features.

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CHAPTER 4

Conclusion

A blending of packaging design with the digital experience. By leveraging the visual aesthetics and brand identity from the packaging, the we created an inviting and user-friendly platform that aligned seamlessly with HappyGrub's physical presence.

This demonstrates the importance of maintaining consistency across different touchpoints to deliver a delightful brand experience. The successful implementation of the packaging-inspired UI/UX significantly enhanced the brand's online presence, fostering stronger connections with customers and reinforcing HappyGrub's position as a trusted provider of healthy and delectable meals.

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