FTH Daily

FTH Daily is a subscription-based e-grocery app that provides regular home delivery of groceries. During the COVID-19 pandemic and lockdown, there was a surge in app downloads, but user retention rates were disappointingly low.

In this project, we evaluated the app highlighting the pain points of the users, and redesigned the app for a better user experience.

Timeline - 3 months

Platform - iOS & Android

My Role - Product Designer

Problem

After the initial research and evaluation, we identified the core problems as unclear navigation, confusing elements and inconsistency in design.

Unclear Navigation

Confusing Elements

Inconsistency in Design

Goals

Create a clear navigation

We want to improve the navigation of the app so users can have a better user journey and checkout successfully on the app.

Remove redundant features

There are some features that users do not interact with at all. We want to remove those. We want to make the app lighter and more intuitive for first-time users.

Consistent design and improved user experience

We want to improve the features the users spend the most time on, which would enhance the value of the product.

Users

The major challenges brought up by the users were the app was not user-friendly and navigating the app was tedious, the status of their orders was unknown, customer support was out of reach and tickets can't be created. These are a few among other problems.

A persona was created to highlight the goals and frustrations of the users. The persona created would inform the features to prioritise going forward.

Goals

  • Quickly add products to subscription list.
  • Need to find the best and top quality products easily for lower fees.
  • Consistent delivery times.

Frustrations

  • I cannot search for products I need, need to go through lists.
  • Product quality not good, I get delivered expired milk.
  • I cannot track the status of my products, I don't know if they've been delivered or not.

Hi Fi Wireframes

We started by drawing some sketches and then creating high fidelity wireframes. This was to quickly visualise the ideas we had.

Final Designs

After some more iterations, the designs were finalised. The finalised designs are shown below.

Login and home screen

The login screen contains options to either log in with email, Google or Facebook which would help speed up the login process.

The home screen contains a navigation bar at the bottom, so users can better navigate the app.

Categories and Sub Categories Screen

The categories screen makes shopping easier by putting products into categories. The sub-category page contains all the products in a category and also a filter option so users can get better results.

Product detail and subscribe screens

The product detail screen helps the user subscribe to a product. The user can choose the quantity of the product and see important information about the product.On the subscribe screen, users can customize the orders how they see fit.

The subscription list screen gives the list of ongoing subscriptions with the option to edit, pause or delete an active subscription.

It also contains a subscription calendar so users can see what deliveries they have and for which day. It also contains the status of the order if it is either delivered or pending.

Wallet and Top up screens

Users can top up the wallet on the app to allow for a seamless delivery process.

Conclusion

This project is far from being over, more usability testing has to be conducted. The project challenged me and opened me to doing a lot of research. What I would do differently now and in the future would be to conduct more user interviews and more usability testing so as to know where to better focus my efforts.

Other Projects

Bartazar Image

Case Study

Bartazar Webapp

Bartazar is a commerce platform that makes it easier for users to swap items (digital/physical) at a fair market price.

Bartazar Image

Kara Ecommerce

Kara is an ecommerce app which provides users with a vast catalog of products, personalised recommendations, and reviews for informed decision-making.