Overview
In an effort to increase revenue among existing customers, Freshly leadership wanted to incorporate the option for customers to add smaller items to their orders in addition to their full-size meals.
Duration
June 2022-July 2022
Team
I was one of two Product Designers working alongside:
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Product Managers
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Engineering Team
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UX Research Team
Skills
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Product Strategy
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Interaction & Visual Design (Mobile and Desktop)
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Prototyping & User Testing
Problem
"How might we give existing customers the ability to add smaller items to their order to increase business revenue?"
Objective
Increase business revenue by incorporating the ability for existing customers to add smaller add on items to their order while adhering to constraints from Freshly leadership.
Constraints
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Ideation
My fellow designer and I worked through a series of different design solutions and weighed the pros and cons of each.
Idea 1: Nanobar Concept
Our first idea to solve this problem was a nano bar that would appear on the deliveries screen, offering users last-minute menu add ons to their upcoming order.
Potential Issues: Although this approach is eye-catching, the nano bar is obtrusive and it is not completely clear which order the item will be added to. Additionally, once it is closed there is no way to reopen it.
Idea 2: CTA concept
Our next idea to solve this problem was a CTA that would appear on the deliveries screen, encouraging users to explore available menu add-ons that they could see on a separate screen once they click the CTA.
Potential Issues: Although the user will be able to quickly scan their order and decide if they'd like to add any additional items, from a UX perspective we want to avoid taking users away from the deliveries screen because we don't want to confuse them in the experience and have them figuring out how to get back to deliveries.
User Testing
After several iterations of potential designs we landed on two designs we wanted to user test against each other with the primary goal of understanding:
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In which flow are the add-ons most memorable?
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Which flow provides the best user experience?
Design #1: Pop-up
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Separate add-ons screen
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Edit add-ons via edit link on delivery screen
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“Remove all” option next to add-ons in cart
Design #2: Inline
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Add-ons in line with menu
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Edit add-ons via “change meals”
Key Takeaways
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Both designs are easy to use but the Pop-up design is slightly more convincing
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​For the Pop-up design purchase intent is higher on the recall test and in the usability test most users think the Pop-up design is more convincing for adding on items.
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Editing add-ons is more clear in the Pop-up design than in the Inline design
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​Although 4/6 users initially didn’t expect to edit add-ons via change meals in Inline design, they were able to figure out how to manage them because they were already familiar with the change meals process.
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A combination of both designs can make the add-ons experience easiest and most clear to users
Solution
After user testing we were able to settle on a final design taking into account all the test results and user feedback.
Final Solution
Our final design solution was the full-screen pop-up incorporating the following changes:
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Eliminating the separate add-ons section on the deliveries screen and instead, position add-ons with meals
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Edit add-ons in the cart if the user clicks "Change Meals" instead of a "Edit" button on the deliveries screen specifically for add-ons
Mobile
Desktop
Constraint Check
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Potential Issues
The pros of this approach can also potentially be the cons which is that the user absolutely cannot miss the add ons because they'll be forced to engage with this screen.
Performance Metrics
Since it's launch...
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55% of existing customers add extra items to their order
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20% increase in sales
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5.3% increase in overall business revenue