Fresh Mint Foods — Tia Telese

Case Study: Fresh Mint Foods

Overview

The Project

Responsive Designs for Social Good

Fresh Mint Foods is a new grocer servicing Tulsa, OK, and surrounding areas. The owners of Fresh Mint Foods established the brand to ensure all Tulsa area residents have access to fresh food and grocery items regardless of their economic status, accessibility needs, or access to transportation.

Fresh Mint Foods is an original design project.

Goal

Design a dedicated app and corresponding responsive prototype for tablet or desktop devices. Users want to easily shop, select a way to receive their purchases (i.e., curbside pick-up or delivery), and/or access healthy lifestyle information.

My Role

Lead UX Designer, Writer, and Researcher

User Pain Points

Multi-Tasking I

Lack of the ability to complete numerous tasks for busy customers. Customers want to shop, select a pick-up/delivery option, and share order details with others.
Multi-Tasking II

Healthy lifestyle information is often not co-located on sites where fresh foods are purchased. Additionally, there is no ability to easily share this information with others.
Users should control this abiity.
Accessibility

Access to quality foods is not feasible for all Tulsa area residents. Elderly, disabled, and shoppers without reliable transportation are often overlooked as return shoppers despite evidence of brand loyalty.
IA

Saturated design layout or confusing iconography make online navigation difficult or near impossible for those with spotty internet connectivity, limited data plans, or accessibility needs. Site visitors move on to another brand.

User Persona # 1 - Cherelle

Cherelle is a single mom living in a rural community who needs a way to shop for affordable fresh foods in their area because they struggle with their busy schedule, limited budget, and live in an area with spotty internet service.

User Persona # 2 - James

James is a retiree and healthy-lifestyle advocate who needs an easy-to-use desktop website that provides information on affordable fresh foods in their city because they require transportation to grocery shops and like educating their family and friends on the benefits of healthy eating.

User Journey Map

James’s Journey

Competitive Audit

Digital Wireframes

After ideating and drafting some paper wireframes, I created the initial designs for the Fresh Mint Foods app. These designs focus on delivering key information up front.

Low-fidelity Prototype

To prepare for usability testing, I created a low-fidelity prototype that connected the user flow of searching for food items to purchase, choosing a delivery/pick-up option, and looking for information on the mobile store or shuttle.

View the Fresh Mint Foods Low-Fidelity Prototype

Usability Study: Parameters

Study Type

Moderated Usability Study

Location

Germany, Remote

Number of Participants

4

Length

10-25 minutes

Usability Findings

Finding One

Users wanted less screens to navigate during the process of purchasing orders, creating user profiles, and gaining shuttle/mobile store information.
Findng Two

Users wanted seamless access to information when in areas where internet connectivity is intermittent and/or when users have data limits.
Finding Three

Users wanted a more interactive view of seating for the shuttle - view areas reserved for disabled customers and overall capacity.

Key Mockups

Error Message Alternatives

High-fidelity Prototype

The high-fidelity prototype followed the same user flow as the low-fidelity prototype and included design updates made after the usability study.

View the Fresh Mint Foods High-Fidelity Prototype

Accessibility Considerations

One

Multiple accessibility features were included on each page of the website incuding text enlargement and screen readers activation.
Two

I used landmark headings to help users navigate the site, including users who rely on assistive technologies.
Three

Each page was tested for eight types of colorblindness. The color palette and font was selected in adaptation to users with temporary, situational, or permanent vision disabilities.