Lemon tree
UX + UI / UX writing / Branding / IOS AppA sustainable vegan shop that promotes equality and awareness by offering food
that we can trust for our families. Lemon tree provides a worry-free & wholesome experience.
For customers with food allergies and dietary needs.
Project overview
My role :
UX UI designer
UX researcher & writer
Brand creator.
Tools :
Figma
photoshop
Google slides, spreadsheet, forms
Platform & screens :
IOS
21 screen total
Project duration :
35 days to complete.
Responsibilities:
User research interviews, empathy and user journey map.
Defining user pain points, frustrations and problems
Designing wireframes / prototypes
Conducting usability studies
Creating brand identity / voice / mission
Applying Visual design principals & conceptual ideation.
The app is created to meet the user needs and make it easy and accessible for everyone to find food that they can trust for their families Lemon tree aims to promote equality and sustainability for the community and for our environment .
Project goals
Creating food ordering app for mobile phones to help users with dietary needs find healthy options.
Reaching all types of users with the need to find vegan, gluten free and vegetarian options.
Creating clear and functional features that allows users to order without creating waste.
Designing a direct- easy to follow
system for users .
Project Challenges
Reliability and trustworthy are common problems for people who can not always find a trustworthy food services.
Providing an easy and fast way for users with sever food allergies.
Affordability & quality remains as a challenges for users who can not always afford wholesome nutritious products.
Brand voice & mission
When I created the brand logo and tone of voice I made sure that the concepts behind lemon tree
clearly conveys a sense of : Accessibility / Equality / Trust
Relating to the users pain points when it comes to trusting the business that offers transparency.
by how each meal has been prepared including all the ingredients so the user can trust the brand.
Why lemon tree ?
A tree has many branches that offers equal fruits to all with accessibility and equity.
The slideshow below tells the story of lemon tree goals and mission to provide a high quality services for everyone.
Starting the Design thinking process.
Design thinking questions
Can we monetize on the app services ?
Do customers want the app ?
Can development team build it ?
If the answer is yes then we can start the design process.
IDEATION - HMW framework
At this point of the design process I created several questions using HMW In order to better understand the user Problem statement and find solutions.
Helpful Source : nngroup.com
How might we ensure that users with food allergies find what they need easily?
How might we determine users dietary needs in order to provide search results?
How might we leverage consumers behavior and motivations of changing eating habits?
How might we understand the connection between users need of healthier choices and COVID 19 Market demands ?
Research
1- EU Market report 2021
Data source : Mintel.com & Healthline.com
Methodology :
I have conducted a secondary research via Mintel market reports and Healthline.com
Research motivations :
In order to answer HMW and solve user problem. I need to know data percentage of consumers demand of Free- form foods in the market in order to bridge the market gap between Lemon tree business goals of providing wholesome Free- Form foods for customer.
Market report data insights :
70% Increase Of customer demand of healthy food during COVID19 2020- 2021
Sales growth in the free-from foods market accelerated in 2020, with value sales rising by 16.9% resulting £1 billion in revenue.
2 in 5 of Adults 38% who eats gluten free foods do so
for a better overall health and not due to illnesses.
Non - Celiacs drive gluten- Free market growth
University of Oslo study results shows that 70 % of individuals who are not diagnosed as gluten intolerance are choosing to purchase Free- form foods based on healthier eating habits rather than gluten causing illnesses.
Research source:
www.science.org
2- Creating Interview questions to understand the user needs
I decided to conduct a remote moderated interview via Skype with 5 participants.
In order to understand the user needs and goals I asked the following questions :
What challenges do you usually face in the app ordering process ?
Is there anyway in which you feel challenges could be resolved ?
How often do you order food via app or website ?
Based on the data collected I found out that most of the users needs to trust the products
before ordering , making sure that all ingredients does not include nuts, dairy ,meat or soy.
Additionally I wanted to gain insights about the app user frustrations , so I crafted the questions
carefully prior to conduct the user interview. next step I made sure to apply this insight into
creating personas for a clear idea of the target users
3- Competitive Analysis
To understand the vegan food services industry and create an app that matches
the business goals with the user needs in mind, I conducted an analysis based on the
competitors strengths and weaknesses. I compared between the reviews on Google play & Apple app store
And the user experience of each competitor ordering website.
Please view below the slide of the competitive audit for more details.
Tools : Google spread sheet & Docs
View competitive audit report here :
Personas
Based on the initial research and user interviews I have divided the target users into
3 defined types based on the insights collected by during the usability study.
in order to understand further the type of users I’m designing for.
Busy individuals with full time working schedule.
Vegans and allergic users ( gluten- lactose - nuts )
People who are following a healthy diet consistently.
The Design process
Design Decisions :
Why Lemon tree customers needs an app ?
Although competitive businesses similar to lemon tree provides thiere services
via on-site restaurants and website ordering.
Creating a dedicated Mobile App for lemon tree is a necessary business decision
For the following reasons :
Change of Consumer behavior due to Covid 19 2020 which
Increased Mobile screen time in Gen Z of 40% higher than pre Covid era.
Adapting to Mobile first philosophy as a solution for challenges such as Stay home policy in EU.
Lemon tree app is free to download which makes it easier for users to access without limitation.
70% of Adults in EU owns mobile phones while 20% owns personal computers.
Research sources :
www.forbes.com
www.researchleap.com
Low- Fidelity wireframes
Goal : Developing use cases + paper wireframes + user story
I began with sketches and paper wireframes, taking the time to draft iteration of each screen of the app
on paper ensured that all elements that made it to the digital wireframes would be well- suited to address
The user pain points for the Home screen I prioritized a quick & easy ordering flow to help users save time.
Wireframes & Site map
Design goals
As the initial design phase continued, I made sure to base screen designs on feedback and findings
from the user research. Easy navigation is a key user need to address in the designs. In addition
to equipping the app to work with assistive technologies.
The low fidelity prototype connected the primary user flow of navigation, the menu and ordering
to proceed with checkout page so the prototype could be used in a usability study with users.
Qualitative Research ( moderated usability study )
View full Usability study plan click here
At this phase of the design process , its time to test the digital wireframes with real users.
I have created a usability study plan that helped me conduct
a moderated user testing the design flow, I used Google forms & onsite interviews.
5 participants representing the target audience.
Synthesis repeated patterns and use those insights and findings into the design process.
Insights & Findings
parents with children are the most enthusiastic about the app.
Single individuals are less committed to use the app consistently.
participants wants a search filter option to help them find specific items.
Most of users needs a sustainable way to order food without creating plastic waste.
Next step :
I implemented the users insights & feedback into the prototype design phase :
Designed a research filter tool at the top navigation bar.
Created an option for the user to choose between recycled material packaging or refill.
Introduced a weekly auto meal delivery for users who needs consistent meal delivery.
Visual style guide
Gestalt principals applied
Similarity - Continuation - proximity - common region
I made sure to use a friendly yet elegant typeface that is clear
and accessible for all users.
Typography
Lila semi bold : typeface brand logo
Public sans semi bold : copy body.
the reason behind the type choices is combining a friendly tone with
a fresh modernity reflecting the brand image & values.
Brand logo
I made sure the Brand logo conveys a fresh and modern look while
Expressing the natural ingredients used in each meal.
Logo design with Canva
Hi-fidelity prototypes
Based on synthesizing research findings & insights :
Improved user flows for selected menu items & checkout.
Meet user needs for pick up & delivery options as well as more customization.
Created additional check out page for an easy user task completion.
Conclusions & takeaways
What I have learned
Designing and ideating the Lemon tree app, allowed to apply design thinking process.
Iterating and diving deep into the user problem and pain points.
Understanding not to jump fast into assumptions for solutions without having concrete insights based on user research and interviews.
Finding that the user experience is the foundation of a complete polished design which enables user to find it usable, useful, equitable and enjoyable.
Applying my design system and sticker sheet that helps the developing team during hands- off phase.
Creating design system in collaboration with Google Material design & Apple design system, which enabled the design components and elements
To comply with accessibility and assistive technologies.
Creating Brand Mockups with Envato Elements to leverage design esthetic in daily life.
Creating Brand identity Logo design with Canva.
Note for Stakeholders & hiring managers
Hope you have enjoyed the design flow and find it easy to use. Please keep in mind that all my designs are customizable
and can be personalized, to meet your business needs and brand mission achieving better KPI results & higher conversion rates.
feel free to contact me with questions or requests.
Thank you for viewing my portfolio.
