The Select

 

Create a solution to an everyday problem

First off, I will start with my limitations: This design exercise was part of my interview application at a product company, and had a weekend to work on it. The initial brief was simply "to create an app based on an everyday problem." Being a product designer in a SaaS company, I find myself in a situation where stakeholders give me autonomy in finding solutions to a business goal. The Lean UX framework is a great tool for me to instill a process of analysis, ideation,  and measurement before offering a final solution.

lean UX@1x.jpg

 

Taking cue from Eric Ries' seminal The Lean Startup: "The only way to win is to learn faster than everyone else." The chart above represents the L-B-M loop, which will be the framework for this exercise. At the end of this exercise is an MVP (minimum viable product) for the problem that I am trying to solve.

 


Problem: Deciding what to eat for dinner


1.a Analysis and Hypothesis: Proto-persona. 

A persona is a representation of a user typically based on user research and incorporating user goals, needs and interests. The information derives from the stakeholder's current knowledge, intuition, and assumptions, which are eventually validated with real users. (In this problem, I decided to focus on the Vietnamese market, as it is the most familiar to me, having lived in the country for years.)

User Persona_Haley@2x.jpg

1.b Analysis and Hypothesis: Competitive Landscape and Value Proposition

It's important to check the offerings in the market and list the pros and cons of each and. It's a fantastic way to see where I provide a competitive advantage.

vietnammm

a. Food delivery platform: Vietnammm

PRO: Many varieties of cuisines available

CONS: Choice overload; includes unhealthy fastfood which can tempt the healthy customer

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b. Weekly meal plan:

PRO: Ability to choose a meal plan package, like caloric content or specific diet plan (i.e. vegetarian)

CONS: Not flexible with plans (minimum 1 week plan only); can feel limiting

la_holista

c. Personal Nutritionist: La Holista

Focused on identifying health needs and goals of individual clients

PRO: Personalized approach to nutrition and food

CONS: Requires commitment and time; Costly

 

Value Proposition

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The solution:  

✔️Should be convenient

✔️Should have a big selection of healthy choices

✔️Should require no commitment

the select splash

2. Build! Wireframes and prototypes

User tasks (i.e. user stories or requirements) are important for me to understand what need to be accomplished.

  • I want to be able select food based on my diet constraints so that I can stick to my plan.
  • I want to be able to view the menu of different restaurants so that I can choose depending on my taste.
  • I want to see the caloric content of my meal so that I can calculate and be aware of my intake.
  • I want to be able to put my delivery details and save them so that I can save time for my next order.
  • I want to be able to know how much time I need to wait for my food so that I can manage my time.

I already know the basic flow based on these tasks, so I did a quick sketch of the  flow. 

Quick and dirty wireframes

Quick and dirty wireframes

High fidelity mockups (photo credit for splash page and food shots: Green Kitchen Stories, Girl on the Range). I went hi-fi early, as it will help me communicate my ideas visually in a short period of time.

screens1
screens2

How it works:

the_select

3. Measure. 

Quantitative Feedback: After posting some screenshots on Instagram Stories, I asked a Yes/No question: “Will you order from this app?” I found that Instagram Stories is a great DIY app for doing short surveys within your friend group!

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The post received a total of 51 views, of which 12 friends responded: 10 out of 12 said yes, and 2 out of 12 said no.

One admitted she accidentally pressed on the no button. According to Lean UX, if the concept can be validated with at least 5 users, then it's a viable idea!

Qualitative Feedback:

“I like the simplicity!”
“I’d like to see innovative metrics like price per calorie or price per protein.”
“This app looks like it’s been designed for me.”
“As a user, I’d like to be able to set a budget for a week.”
“I’d like to create a personal profile to set my preferences.”
next steps


I enjoyed the process in ideating a solution using the Lean UX framework. Any CTO who want to build this with me? 🔥🔥🔥