The assignment given is to develop a customer centric design approach for the first launch of FDX (FreshDirect X, a new product). Ground the approach in business objectives, segments needs and market drivers.
Client: FreshDirect | Agency: Razorfish | Role: UX Design, including prototyping and deliverables such as documentation of interactions and usecases.
After research, we found that FDX's main competitor is Amazon Fresh. Both occupies the increasingly popular Personalized and On Demand Meal Solutions space.
FDX core services are: 1. Location based, local and around the neighborhood. 2.Time sensitive. 3.Solution centric
This chart shows that FD serves the needs of Feed the Family and Joy of Food groups, whereas FDX is more suited to the needs of Food is Fuel group – spontaneity, instant gratification, plans change and faster delivery.
What does the Experience Design Approach means for the users, when translated to the FDX brand?
In the current site, new users have to go through 5 steps for checkout. We've simplified the checkout process from 5 steps to 3 (featured above). Similarly, for returning users, the process is simplified down to 1 – because the address, delivery time, payment method and delivery method will be prepopullated, users just need tap the Place Order button.
Detailed checkout flow for New Users.
Prototype for Mobile Checkout. It starts with the Happy Flow for New User, followed by Returning User. Both are separated with a white screen.
Note: Fields with green colored text indicates that it requires the user's action.
What does it mean to the users, when translated to the welcome experience?
We've identified that there are 4 primary users for FDX
1. New to FDX (unrecognized)
2. New to FDX but has an FreshDirect account
3. New to FreshDirect but has FDX
4. Has both FDX and FreshDirect