FreshDirect X
       
     
FDX Core Services and Matrix
       
     
Target Group
       
     
The Experience Design Approach
       
     
Sprint #1 Checkout
       
     
Checkout Flow
       
     
Sketches for desktop checkout
       
     
Sketches for desktop checkout
       
     
Iterations and Prototypes
       
     
Sprint #2. Experience Design Approach for Welcome Experience
       
     
Welcome Flow with usecase
       
     
Framework for Mobile Welcome Experience
       
     
FreshDirect X
       
     
FreshDirect X

The Assignment

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.

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Client: FreshDirect | Agency: Razorfish | Role: UX Design, including prototyping and deliverables such as documentation of interactions and usecases.

 

FDX Core Services and Matrix
       
     
FDX Core Services and Matrix

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

Target Group
       
     
Target Group

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.

The Experience Design Approach
       
     
The Experience Design Approach

What does the Experience Design Approach means for the users, when translated to the FDX brand?

Sprint #1 Checkout
       
     
Sprint #1 Checkout

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.

Checkout Flow
       
     
Checkout Flow

Detailed checkout flow for New Users.

Sketches for desktop checkout
       
     
Sketches for desktop checkout
Sketches for desktop checkout
       
     
Iterations and Prototypes
       
     
Iterations and Prototypes

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.

Sprint #2. Experience Design Approach for Welcome Experience
       
     
Sprint #2. Experience Design Approach for Welcome Experience

What does it mean to the users, when translated to the welcome experience?

Welcome Flow with usecase
       
     
Welcome Flow with usecase

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

Framework for Mobile Welcome Experience
       
     
Framework for Mobile Welcome Experience