Harris Farm

Introducing a meal kit delivery service

UX Research | UI Design

Summary

Harris Farm is an Australian grocery chain known for its high quality, fresh and gourmet products. This project focused on designing the online experience for the launch of a new Harris Farm service that would enable customers to pre plan meals by having Harris Farm ingredients delivered directly to their door.

My role

I completed this project during the immersive UX course at General Assembly over a two week period and was paired with Courtney. I played part in the whole project including research, synthesis, ideation and hi-fi prototyping on Figma.

Harris Farm wants to create a meal kit delivery service

Immediately, we thought of HelloFresh and how we can follow it’s business model and user flows. However, what will make Harris Farms’ meal kit box different from the rest and what will customers want from Harris Farm?
‍
To gain an understanding of Harris Farms’ unique selling point and how people feel about their current home cooking experience, our research plan aimed to understand two areas:

1.

What people thought about Harris Farm as a brand

2.

People’s cooking and meal prepping behaviours

Meet Marnie

Marnie is our primary persona. She - along with the following findings - is compiled of data gathered from:

10 interviews with card sorting session and usability test of site

Google survey which generated 43 responses

For Marnie . . .

Harris Farm is highly regarded for its fresh and high quality produce

33% of survey respondents believe Harris Farm stocks fresh and high quality produce. Therefore, they expect a Harris Farm meal kit to supply fresh ingredients.

Meals need to be made quickly

The two main challenges people face when cooking at home is that it takes too long (67%) and it’s inconvenient (54%).

Flexibility with controlling ingredients is a must

84% of meal kit users were dissatisfied with how inflexible it is to add or remove ingredients in their meal kit boxes.

But customisation doesn't exist for Marnie

Through competitive analysis, we discovered a major disadvantage with meal kits from Hello Fresh and Marley Spoon. Both are inflexible when it comes to customising ingredients.

To help Marnie, Harris Farm Recipe Boxes will allow customising ingredients for recipes, unlike the inflexible services out there.

What features are must-haves?

Where will Marnie find a recipe box?

Recipe Box needs it own section on the Harris Farm website

9 out of 10 people expect the Harris Farm Recipe Box to be its own category / tab in the top navigation bar as revealed in our card sorting activity.

DESIGN

First attempt - Picking by ticking

After 5 usability tests, we discovered:

Overbuying ingredients across multiple recipes was a problem
How much does each product cost
Confusion around button CTA copy, "Add to Recipe Box" - Aren't users adding ingredients to their cart?
Visualisation of ingredients is needed