UX Writing
Farm to Kitchen App
The Challenge
In this class project, the challenge was to craft and test the content strategy and UX writing for a new fictional food delivery app specializing in hyper-local food. The goal was to develop an app experience that truly highlighted local food and connected with the wants and needs of the users.
Tools Used: Figma, Whimsical, Miro, Canva
User Persona
Conducted user research to discover the demographics, personality, goals, and frustrations of the target market and distilled the learnings into a user persona document.
User Insights:
A desire to support local business and a hesitance to order from national chains
A love for recommending favorite local businesses
Click user persona to enlarge
User Story Map
Developed a user story map so that I could visualize the user’s journey.
Most basic user story: As a Young Local Food Fanatic, I want great local food conveniently delivered to my door and to have a platform where I can share local discoveries with my friends.
User Insight:
A food delivery app focused on local food presented the perfect opportunity to create a “recommend local discoveries to friends” feature that would mirror the way users might recommend their favorites to their friends outside of the digital world.
Click user story map for a better view on Miro
Initial Sitemap
Conducted a card sorting exercise with 5 potential users so that user preferences and expectations were taken into account (along with product goals) when designing the information architecture of the initial sitemap.
Designed a system that was simple and streamlined while still solving user needs and goals.
Click initial sitemap for a better view on Whimsical
User Flows
Designed a user flow to demonstrate a path the persona might take to accomplish her goals.
Worked to understand the motivations of the user at every step of the experience which informed the UX writing.
Highlights:
Provided two different ways to sign up/login: on the homepage of the app and before the payment information screen which gives the user an avenue to explore the offering before making a commitment.
Demonstrated how a user might look at recommendations by friends in the decision-making process and how she might pay it forward with recommendations of her own.
Click user flow for a better view on Whimsical
Brand Voice
Conducted competitor research and collaborated with two other classmates on drafting and administering a survey with brand voice questions.
Some insights:
Imbued the brand voice with a sense of discovery because of the local food and recommendation aspect of the app.
Asked survey takers to choose three adjectives to describe the brand personality based on some preliminary copy they were shown. The most common responses were helpful, easy and friendly.
Brand Voice in Action
Sense of Discovery: Ready To Discover Something Local?
Helpful: We currently operate in a few major cities and we are working to add more. If you don’t see your city now, check back soon.
Easy: Just enter your address and discover something local.
Friendly: Hi McLean!