Portfolio

RE-DEFINING THE MOBILE EXPERIENCE

Client
Marley Spoon
Role
UX/UI Designer
Period
2019 - ongoing
BACKGROUND

Marley Spoon has a goal of bringing healthy cooking back to the people while also supporting a more sustainable supply chain. Each week, Marley Spoon offers a selection of recipes that customers can choose from to cook, in 8 different countries across the world.  
Since launching in 2015, Marley Spoon has delivered more than 27 million meals to its global audience. Over the past five years, Marley Spoon’s digital experience has evolved alongside its core product offering. But in 2019, it was time to reimagine the company’s mobile experience to better deliver an end-to-end product experience that united the digital and physical halves of the meal kit experience.


As a new joiner to the company at the time, I paired with my UX lead to help drive this new project through research and discovery, strategy, design and pairing with engineering. The outcome was a re-imagined white label mobile app  experience that serves three different brands across Marley Spoon’s global offering.

Our immediate team consisted of 7 players. 2 UX’ers, Head of product, product manager, 2 engineers, and a strategist. It was important that we established a collaborative and holistic spread of skill sets to make sure when re-imagining, we had more perspectives and expertise from people in the business we wouldn’t normally engage with dailly.

DISCOVERY

We began with a deep discovery to understand the current landscape of our digital product, the technology and current customer pains & gains. We banded together as a team and looked through research to help us get an overview of how we should position the vision of this project. We workshopped principles that would help guide us as we make decisions and steered the ship. It was imperative that everyone was involved in the creation of these principles to ultimately align with the team to make sure we could rally around a common goal, enabling us to lead our thinking with the customer first.

Below are our experience principles:

🕘
Treasure time

We help people enjoy cooking and trying new things while spending their time on the things they enjoy. When our digital products fit in, it must be a purposeful use of time.

👩‍💻
Users in control

Minimise uncertainties, prevent surprises, and reduce the mental load of decision-making to give people control over their experience.

👩‍🍳
Everyone can cook

Our products are used by a worldwide community of all abilities. Anticipate the stress cases and design for inclusion so that everyone can cook.


Fits like the perfect kitchen

Like the perfect kitchen, everything has its place and time: everything’s easy to find, intuitive, and supports the task at hand.

🤝
Trustworthy

Trust must be earned, and it’s reciprocal: for people to give us their trust, we must give them transparency and consistency.

definition

Building on the insights we gathered from our discovery phase, Quinn & I spent some time breaking down the key parts of the engagement journey. Recipes, the cooking experience, account management. To structure our own work, we borrowed the sprint methodology from the agile approach, and made it a bit leaner for the sake of flexibility in our process withe the team. Quinn & I were dedicated to this project while the other members were more so playing supporting roles. For each key part of the mobile experience, we summarized our insights into some key themes and used ‘How might we’ statements to give us a starting point for ideation.

Design & ideation

Our goal in the design and ideation phase was to not only start crafting UI but also to further think about how we wanted to evaluate our design in the process to make sure that we were heading in the right direction and focusing on the right problems. Our outcomes from the design phase were; a new ‘brand’ coupled with a design system, highly crafted UI screens with documentation and a high fidelity complex prototype used for testing and handing off interaction notes.

We split our design sprints into 3 phases which we self managed. Phase 1: Order management & recipe selection. Phase 2: Receiving & cooking. Phase 3: Signup & account management. We ultimately landed on these three phases after grouping logical insights and how might we's.

Usability testing

During each sprint, we would plan for testing based on the specific areas we felt we needed to validate. Going into this project there were a lot of assumptions, so it was super important that while we were moving forward in the design phase, we had to validate these to make sure we were moving in the right direction & understanding what customer were facing. Each week, we would put together a plan, script and setup equipment in our kitchen to interview participants and then let them cook a meal from Marley Spoon—all using our high-fidelity prototype based on real data.

We conducted a mix of remote usability testing, in person testing & also cooking sessions. We opted for moderated sessions as it allowed us to have a more in depth conversation with our participants. We recruited a mix of loyal and new customers that fit our specific needs for each test.