Due to the Covid-19 Pandemic, cult’s online food delivery business, eat.fit had a change in priorities leading to this project getting deprioritised. Soon after, eat.fit was rolled out as a separate company making this project shelved indefinitely.
Due to the Covid-19 Pandemic, cult’s online food delivery business, eat.fit had a change in priorities leading to this project getting deprioritised. Soon after, eat.fit was rolled out as a separate company making this project shelved indefinitely.
Due to the Covid-19 Pandemic, cult’s online food delivery business, eat.fit had a change in priorities leading to this project getting deprioritised. Soon after, eat.fit was rolled out as a separate company making this project shelved indefinitely.
😔
Sadly, due to covid online food space saw a huge decline in DAUs & we didn’t get a chance to take it forward...
Sadly, due to covid online food space saw a huge decline in DAUs & we didn’t get a chance to take it forward...
Sadly, due to covid online food space saw a huge decline in DAUs & we didn’t get a chance to take it forward...
— Mukesh Bansal, Founder of cult.fit
— Mukesh Bansal, Founder of cult.fit
“This is good. How can we do something similar in our other products?”
“This is good. How can we do something similar in our other products?”
“This is good. How can we do something similar in our other products?”
I presented the solution & backed them with the test findings. After a strong discussion all stakeholders were aligned & pumped to move ahead with the immersive pictorial solution.
I presented the solution & backed them with the test findings. After a strong discussion all stakeholders were aligned & pumped to move ahead with the immersive pictorial solution.
I presented the solution & backed them with the test findings. After a strong discussion all stakeholders were aligned & pumped to move ahead with the immersive pictorial solution.
Final Approval & Stakeholder Alignment
Final Approval & Stakeholder Alignment
All stakeholders aligned to move ahead with the immersive solution!
All stakeholders aligned to move ahead with the immersive solution!
All stakeholders aligned to move ahead with the immersive solution!
Findings
Findings
9/16 users liked the immersive solution as it had pictures!
9/16 users liked the immersive solution as it had pictures!
9/16 users liked the immersive solution as it had pictures!
5 Second Test
Task 1
Task 2
Relative Quanitity of Items
User Cache Memory
Change 4 thali components & customise a thali
Change 1 thali component
Quick Comprehension
User quickly understands the Thali construct and total items.
8 CLICKS
3 CLICKS + ↔SCROLL
SETS QUANTITY EXPECTATION
HIGH RECALL
Same Thali choice took more clicks. However, it was noted that percieved user effort was less.
User clicks on the component to be changed scrolls horizontally to explore the choices selects.
User wanted an idea on relative quantity of items which they found seamless.
Since user saw & acted on the images of items of that thali they showed very high recall & spent less time on checkout page.
SLOW Comprehension
Users take a while to associate the term ‘Thali’ from previous screen.
6 CLICKS
1 CLICK + ↕SCROLL + ↔SCROLL
NO CLUE ON QUANTITY
LOW RECALL
Same Thali choice took less clicks & was quick as it was an already learnt behaviour.
User has to scroll vertically to find the component when it is not in first 3 & then scroll horizontally to find the choice.
User weren’t able to figure out the relative quantity of items at all.
Most users demonstrated poor recall & had to verify the thali at checkout.
Most memorable user test moment!
Most memorable user test moment!
Most memorable user test moment!
“I know the test is done but can I just try it once more? It’s so much fun to see the thali move!”
“I know the test is done but can I just try it once more? It’s so much fun to see the thali move!”
“I know the test is done but can I just try it once more? It’s so much fun to see the thali move!”
I spent time at the cult centers & tested the prototypes with trainers, users & other non-product cult employees.
I spent time at the cult centers & tested the prototypes with trainers, users & other non-product cult employees.
I spent time at the cult centers & tested the prototypes with trainers, users & other non-product cult employees.
User Testing
User Testing
I tested the two prototypes with 16 users.
I tested the two prototypes with 16 users.
I tested the two prototypes with 16 users.
— ex-colleague, cult.fit
— ex-colleague, cult.fit
“First-time, I saw a colleague make a dribble-like experience with an intention of making it live.”
“First-time, I saw a colleague make a dribble-like experience with an intention of making it live.”
“First-time, I saw a colleague make a dribble-like experience with an intention of making it live.”
Hi-Fi Prototyping
Hi-Fi Prototyping
I created a clickthrough prototype to test.
I created a clickthrough prototype to test.
I created a clickthrough prototype to test.
Memorable.
Immersive.
Hard-to-Scale.
Common.
Functional.
Scalable.
Concept Sketching
Concept Sketching
So, I got back to whiteboarding.
So, I got back to whiteboarding.
So, I got back to whiteboarding.
Memorable.
Memorable.
Memorable.
3.
3.
3.
Time-saving.
Time-saving.
Time-saving.
2.
2.
2.
Simple.
Simple.
Simple.
1.
1.
1.
I realised
I realised
I realised
This is…
This is…
but not…
but not…
Concept Sketching
Concept Sketching
Concept Sketching
I started with an attitude of incremental improvement.
I started with an attitude of incremental improvement.
I started with incremental improvement.
I crafted a different visual design language & design principles just for this project as the eat.fit’s design language was under NDA!
Read Muzli Article on Medium
Memorable.
Memorable.
Memorable.
3.
3.
3.
Time-saving.
Time-saving.
Time-saving.
2.
2.
2.
Simple.
Simple.
Simple.
1.
1.
1.
Together, we arrived at our principles
Together, we arrived at our principles
Together, we arrived at our principles
A great meal customisation experience is...
A great meal customisation experience is...
A great meal customisation experience is...
What users are used to, in the online food space for meal customisation experience?
What users are used to, in the online food space for meal customisation experience?
What users are used to, in the online food space for meal customisation experience?
Our success metric was to increase thali orders by 5% (other details are NDA)
Our success metric was to increase thali orders by 5% (other details are NDA)
Our success metric was to increase thali orders by 5% (other details are NDA)
Target Metric was
Target Metric was
↑5% Thali Orders.
↑5% Thali Orders.
↑5% Thali Orders.
User should be able to change/remove any of the 6 components of the 'thali'.
User should be able to change/remove any of the 6 components of the 'thali'.
User should be able to change/remove any of the 6 components of the 'thali'.
The intention was to have a handful of most popular thali templates which a user can customise as per the need.
The intention was to have a handful of most popular thali templates which a user can customise as per the need.
The intention was to have a handful of most popular thali templates which a user can customise as per the need.
I singularly owned this initiative but worked closely with the Product Manager.
I singularly owned this initiative but worked closely with the Product Manager.
I singularly owned this initiative but worked closely with the Product Manager.
I led solo.
I led solo.
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
“Thali meals are our most ordered meals. So we want to make it easier to find the right thali quickly.”
“Thali meals are our most ordered meals. So we want to make it easier to find the right thali quickly.”
“Thali meals are our most ordered meals. So we want to make it easier to find the right thali quickly.”
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
Many user reviews in play store and user test findings talked about deliveries to wrong address. Checkout page was a key screen for solving this problem.
Some information of the case study may be obfuscated & changed in the interest of the soft NDA.
Some information of the case study may be obfuscated & changed in the interest of the soft NDA.
Some information of the case study may be obfuscated & changed in the interest of the soft NDA.
PRODUCT DESIGN • 2020
PRODUCT DESIGN • 2020
PRODUCT DESIGN • 2020
How might we make it easier for users to find the right thali meal out of 60+ varieties?
How might we make it easier for users to find the right thali meal out of 60+ varieties?
