LemonHat is marketplace that connects users directly with farmers and local grocery stores. They deliver Farm fresh fruits, vegetables, raw milk, and fresh meats from
butcher shops.
My Role
User Research
Product Design
Visual Design
Branding
Design Team
Jowish Simon
Harsha Atmakur
Tools Used
Sketch
Miro
InVision
Mobile App
Redesign
Rebranding
How might we create an ubiquitous
shopping experience
How might we build a loyal customer base
How might we support returing users
A Few Design Challenges
Emerged...
Research
As part of the primary research, we conducted an online survey that included 95 existing Lemonhat customers. Five existing customers in the age group of 25-55 years participated in the interview via zoom. During the interview, we could dive deep into their online shopping habits, challenges they faced, and shopping preferences.
Affinity Diagram
Store
Preference
No time to do in store shopping.
Looking for shops close to her workplace.
Buys from favorite shop
Buys fresh meats from a butcher shop.
Likes to high quality fresh produce from local farmers
Purchase groceries from same shop most of the time
Price
conscious
Online shopping is expensive
I want to find good deals
Does online grocery shopping during busy schedule
She would like to know the shipping cost upfront
Ordering
experiance
Forgets items
While shopping.
She want to modify order
Frustated about getting items substituted.
She has bulk orders as she has catering business on the weekend.
App checkout is time consuming as her cart often has items from different shops...
Delivery
Preference
Gets damaged produce often
She would like to know the estimated time of delivery.
Specific instructions for delivery.
She often picks it up from the shop.
Communication
She often has some special requests for her orders.
No option for contacting store manager.
She has Specific instructions for her orders.
Likes to get the meat chopped in certain way
3 User Types
Product focused, customers who keep buying a specific item
from the same shop
Bargain Hunters and price-conscious customers
Customers with special requests
Design Solutions
Improved Search & Category filters
Fast checkout form with minimum fields
Option to modify the order, and chat/communicate with a store manager
Option to set preferences
For product substitutions
Store front with estimated delivery and
pickup time
Easy access to coupons from check out flow. We also have a dedicated section for coupons & offers.
Plenty more options to enhance the online shopping experience.
Final Visual Design
“This is a keeper!! Considering we need to go to different stores to get different items, I can have them deliver at my doorstep with minimum charges!!!
As far as the quality is concerned the whole team is working hard to make sure that they deliver the quality item. Make clear instructions on what you need and with a bit of flexibility I am sure it will make your life easier!!”
