FreshKart
FreshKart is an innovative mobile app dedicated to delivering high-quality, locally sourced groceries directly to customers’ homes. It prioritises sustainability by using eco-friendly packaging and responsible sourcing practices.
One of its main features, the FreshKart Club, provides members with exclusive benefits, including discounts, early access to news, invitations to special events, and curated recipes, all designed to enrich their grocery shopping experience.
The FreshKart app's design challenges included creating an intuitive user experience for diverse users, communicating sustainability efforts, ensuring personalised shopping that respects privacy, designing valuable FreshKart Club features, optimising the checkout process, and fostering long-term user engagement.
As a Product Designer
I crafted a user research-driven design approach to create a seamless grocery shopping experience. Working closely with engineers, I prototyped, conducted usability tests, and optimized the checkout process, reducing cart abandonment. Sustainability was a priority, influencing the design of eco-friendly features. Post-launch, I analysed user behaviour to drive continuous improvements, enhancing retention and club memberships.
As Lead Product Designer, I managed a team of four designers, guiding ideation and development. With my Design Ops expertise, I implemented workflows that optimised communication and delivery, ensuring innovative, user centric solutions. My leadership fostered creativity, alignment, and successful project outcomes.
Additionally, I guided the team through mobile-first design principles, ensuring seamless experiences across devices. My mobile design expertise, combined with responsive patterns and performance optimisation, resulted in an intuitive iOS interface.
The process
The discovery phase included market research and stakeholder interviews, uncovering frustrations like a complex checkout process and limited delivery options. We focused on designing a more convenient, accessible experience.
User personas and problem statements captured diverse shopper needs, while mapped user journeys ensured a seamless flow from product discovery to delivery. Special attention was given to flexible payments and easy browsing.
Problem statements
Customers struggle to find fresh produce locally. A clear interface with real-time inventory and freshness info is needed.
Meal planning is difficult without knowing available fresh ingredients. A system offering meal suggestions based on inventory can help.
Complex checkout processes cause cart abandonment. A simplified, intuitive system is essential for better retention.
Shoppers want personalised recommendations but rarely receive them. Effective use of user data can improve suggestions while ensuring privacy.
Consumers often waste food due to unnoticed expiration dates. A solution to track and manage freshness is needed.
User personas
Alexander, 22, College Student
“As a college student, I want to eat healthily on a budget, so I need discounts on groceries and easy-to-follow recipes to help me explore cooking.”
Catarina, 45, Caregiver
“I strive to provide nutritious meals for my elderly parents while prioritizing sustainability; I need an accessible app that offers bulk purchasing options and information on sustainable products.”
Hedwig, 64, Retired Nurse
“I value my independence and want to enjoy healthy meals with minimal effort; I need an easy-to-navigate application that connects me with local suppliers and provides quality products.”
The user journey begins with discovery and onboarding, flowing seamlessly into product browsing, selection, and checkout. Users then receive order updates, benefit from reliable delivery with eco-friendly packaging, and provide feedback post-purchase. Additionally, they can take advantage of FreshKart Club benefits, which foster loyalty and encourage repeat purchases.
The ideation phase was driven by the need to simplify the often complex task of online grocery shopping. Collaborative sessions resulted in prototypes that tackled issues like delivery tracking and product availability.
The design specifications emphasised quick access to product categories, flexible shipping, and eco-friendly packaging options to align with modern customer expectations.
The solution
I collaborated closely with the development team through agile sprints, ensuring that design iterations were aligned with technical feasibility and user needs. A total of four usability tests were conducted: an initial validation of early prototypes to uncover usability issues, a mid-project test to refine designs based on feedback, and a final evaluation to ensure smooth user flows and address remaining concerns.
Post-launch, I actively engaged in data analysis to monitor user behaviour and performance, which enabled continuous refinements based on the insights collected. This involvement underscored a user-centered approach, promoting continuous improvement and ensuring alignment with user needs and business objectives.
Achievements
A clear, real-time inventory system for fresh produce led to a 40% reduction in user search time and a 30% increase in purchase confidence.
Smart meal planning suggestions based on available ingredients boosted engagement, with 50% of users using the feature weekly.
Streamlining the checkout process reduced cart abandonment by 35% and improved checkout speed by 45%, enhancing user retention.
Personalized recommendations increased repeat purchases by 40%, while maintaining strong privacy safeguards.
A food freshness tracking system helped reduce household food waste by 25%, reinforcing sustainability efforts and user satisfaction.
This is a real client project that has been rebranded to showcase my skills and design approach.
