<- Back
-> O2EZ
UI/UX, Web & App
Duration
June - August 2022
Tools Used
Figma, Adobe XD, Illustrator, Photoshop, Procreate
Project Overview
The goal of the project was to design a mobile app and website for a Hong Kong Based meal kit service company, O2EZ, providing its ordering services for delivery in the metro area of the city.
Hong Kong is known for its fast-paced lifestyle, and fast food and takeout are common dining options for the young people. In light of the younger generation’s pursuit of a healthy lifestyle, the project seeks to create a meal service ordering platform, in hopes of attracting and retaining more regular customers, and increase customer service efficiency and satisfaction.
My Role
My contribution to the project includes UI design of the app and website from conception to final delivery. I was responsible for conducting user research and usability studies, constructin flows, building a brand system, as well as making mobile app prototypes.
Research Summary
I conducted interviews as well as made empathy maps and competitive audits to understand the users I’m designing for and their needs. The primary customers identified through research were people wh live and/or work in the area between the ages of 24-45.
Research revealed that most senior users or users who work remotel are not often able to leave their homes, especially during busy work hours. The interview also indicated that grocery shoppers prefer sticking to a routine of ordering the same meal plan at least twice a week. This suggests that having a scheduled delivery system can be very efficient for the their regular customers.
After comparing different meal kit apps and websites, I find that th most effective platforms generally have a clear and simple information architecture. Navigating through sites like HelloFresh is very straightforward and accessible. Links/buttons are clearly labeled, as well as colors and images are kept consistent to prevent cognitive overload. Other successful apps keep a strong community of users who often review and recommend store items to each other, driving more traffic to the site.
Outputs
Branding Assets
UI/UX Design
Sitemap
The homepage focuses on optimizing a friendly and efficient browsing experience for users, whilst also highlighting brand images and featured menu items. Keeping navigation and pain points in mind, I prioritized contained visual layouts and button placements to make the user flow as seamless as possible.
The recipes are structured so that the special meals of the week are presented first. These items are limited and tend to run out quickly according to customers, so the site highlights them in both the homepage and menu shop page. Within the ordering process, users are given the option to pre-order their meal kits by putting down desired delivery date. They are also able to ship their items as gifts to friends and family.
It was a goal of mine to consider the customer's needs when creating the UI designs. I find that having empathy maps and personas of potential users was extremely helpful. After the pandemic, more people work remotely or still need to reside home, so it is essential to accommodate the company's services and business around user circumstances.