Background

"There's an ever growing need for food delivery…"

According to Statista, the revenue in the Online Food Delivery segment is projected to reach US$3.08bn in 2022. The revenue is expected to show an annual growth rate (CAGR 2022-2026) of 16.67%, resulting in a projected market volume of US$5.70bn by 2026. Simply following research and statistics, you would find that there are opportunities for various players in online food delivery.

However, there is an ever-growing need to solve this same problem within Africa, hence Kreifish. Kreifish app is a technology-driven food and logistics company committed to enhancing the online dining experience across Africa by connecting people to chefs and kitchens carefully curated for the best culinary experience within their reach.

The goal was to make it seamless…

for individuals to order online from the best chefs and kitchens online whilst encouraging a healthy food experience.

As the Product Designer, I worked alongside…

one product manager, founder, technical lead, and engineers. A chunk of my work was focused on research, coming up with concepts, and final designs.

Discovery

We started by analyzing the current Marketspace…

and the players within the market space. I decided to dig deeper by running a comparative analysis on already existing applications being used inside and in some parts of Africa.

The goals of the analysis phase were to;

• Identify each product’s unique value proposition and how we could differentiate ourselves from these competitors

• Identify what your competitor is doing right.

• Their shortcomings and opportunities.

Consumer reviews.

Discovery

Then I did some work on the consumer space.

in order to understand the users and their needs. I conducted some interviews over the phone with some friends who were conversant with food delivery and have managed to use some applications in the past. I also decided to run a survey on these friends who had not come in contact with a food delivery app before. The primary user groups I became acquainted with were the working adults and students who don’t have enough time to make their meals.

Although these user groups confirmed initial assumptions about food delivery problems in Africa, my research revealed that time was not the only limiting factor to their food experience. They also had other pain points. I employed the use of an aggregated empathy map and user persona in illustrating the current user experience.

Discovery >> Defining

From my findings, I decided to put a face…

these users we were looking to solve for, I created various user personas which further helped me define the goals and scope of the project. It was also important to do this in order to sync with the team. I also added a journey map to show the team opportunities in the space.

Problem Definition

We could unearth countless reasons…

why we should create the Kreifish app but it was important to properly define the problem we were looking to solve and drag the team along and also drive clear user needs and product goals.

Problem statement: To design an enhanced food delivery experience for customers such that they get food from Top-rated chefs and their favorite kitchens delivered to them anywhere and anytime, whilst encouraging healthy eating and meal planning.

For us, a good experience is when it is easy for customers to order food through the kreifish app without hesitation. There is also trust between the customer, Chefs, and delivery personnel. All the transactions happen seamlessly and all the stakeholders are satisfied.

Defining >> HMW

Essentially the big question was how might we…

• seamlessly enable customers to get food delivered to them from their favorite Kitchens at any time and at any size?

• seamlessly integrate meal planning and healthy eating into the lifestyle of our customers?

Defining >> Specifying

We started out by curating feature ideas…

We started out by curating features we wanted the Kreifish app to have. As we ideated and generated as many out-of-the-box and unique ideas to address the concerns and make the online food ordering experience more convenient and transparent.

Exploration >> Flow >> Architecture

And then defining Architecture and Flow…

for the Kreifish application. This was so that the team could have an idea of how the application was gonna work and also structure and organize information in a user-friendly manner.

Exploration >> Wireframing

Next, I began bringing Ideas to life…

via wireframes. Wireframes helped me focus on key functions, elements, and actions before starting the visual design. It also helped in going back and forth with stakeholders

Design

Finally the Design

Once we had the north star set, I jumped straight into high-fidelity. I had an art direction in mind so I did not make a serious mood board for this project.

Home page

To enable a tailored customer experience, customers can select locations close to where they live. This allows Kreifish to provide customers with the best chefs, kitchens, or restaurants close by. I have created an engaging home screen layout that is intuitive. This page also contains the current location of the user so there is no mishap about delivery. Customers can then click on any of the tabs based on their preferences.

Ordering food

The initial page contains special offers for the week. This is so that users are happy and able to always come back for more. The goal is to keep their attention

Customers can select from a wide range of chefs. These chefs are also rated

Customers also get recommendations based on their preferences.

Customers can either customize orders from the cart or individual food profiles.

Customers can read about listed chefs and their cuisines or kitchens

Customers can easily pay on the app or when the meal is delivered.

Customers can track the delivery and get updates.

Meal plans and Bulk orders

To make it seamless for users to plan their meals., this feature provides customers with a range of curated meal plans by certified chefs. Customers can also read reviews and ratings of other customers who have used these meal plans in the past. Each tab provides you with a description of the plan. Lastly, users can edit the plan to fit their preferences. Here are some shots-

Conclusion

Finally we tested, and iterated more on a few things…

We had a very small team so we had to implement features incrementally. Above all it was an amazing experience.