Epicured

Low fodmap diet and gluten-free meals delivery

Our client, Epicured, is a healthcare company that believes FOOD IS MEDICINE. Epicured focused on DIGESTIVE HEALTH. They specialize low FODMAP diet for IBS andSIBO Gluten-free diet for Celiac and Non- Celiac Gluten Sensitivity. Their home delivery service sends patients fresh deliveries of low FODMAP and gluten-free food. Epicured has already had the desktop version website and a mobile app. However, Epicured’s current account section is confusing to users and not streamlined. Users, depending on location, must select from 1-3 delivery days per week, and manage their orders 4 weeks at a time. Users can skip or cancel delivery days and make updates to their orders by week. Consumers are confused, and naturally overwhelmed, by the requirements and how their orders update. Epicured wants my team to tackle and suggest changes to the UI/UX of Epicured Desktop Account Section and thus, how those changes could translate to mobile.

 

 

Research

 
  1. User Interview

Interviewed 4 Customers of Epicrued

Registered Nurse, 56

Sales Executive, early 40’s

Financial Investor, mid-50’s

Social Worker, 30

 
 

4/4 Users were frustrated to not be able to use their mobile device to order meals or make revisions.

4/4 Users like their meals, but felt the selection was repetitive.

4/4 Users prefer to use their mobile phone.

4/4 Users were frustrated with the ordering process.

2/4 Users started using Epicured.com due to health related issues.

1/4 Users orders from Epicured.com because their spouse has health related issues.

 
I have to call Customer Service to get my order changed.
— User 2
If you want to change the orders, things get pretty squirrelly.
— User 1
Maybe if there was a mobile app or I could do it on the phone, it would be better.
— User 3
The last time I ordered was frustrating. I thought I canceled, and it arrived anyway.
— Uer 2
 

2. Competitive Matrix

 
Screen Shot 2019-01-01 at 8.33.55 PM.png
 

Insights:

  • There are not many competitors who specialize in low Fodmap diet. Only one company, Fodyfoods, specializes in low Fodmap diet. However, unlike Epicured, the products of Fodyfoods focus on low Fodmap sauce and snacks.

  • Most of meal delivery companies focus on providing healthy food instead of low Fodmap food. One thing in common is that all of them provide subscription plan. The website design of the comparators such as Springly, Nutropia and Plated are more user-friendly and clearer than Epicured.

 
 

3. Google Analytics

 
google analytics for Epicured website-02.png
google analytics mobile phone for Epicured website-04.png

4. Heuristic Snapshot

 
 

VISIBILITY OF SYSTEM STATUS:

  • Main Navigation changes depending on where the user is on the site.

    • Recommendation: Main navigation should stay visible and the same so the user can easily find their way through the site.

  • When updating the cart, there is no confirmation that the change has updated.

    • Recommendation: Have a pop-up confirm any change so user is aware of status.

MATCH BETWEEN SYSTEM AND REAL WORLD:

  • FODMAP is explained in the most clinical terms.  

    • Recommendation: The terminology should explain to the user in their terms and language, so it is easily understood.

VISIBILITY OF SYSTEM STATUS:

  • Main Navigation changes depending on where the user is on the site.

    • Recommendation: Main navigation should stay visible and the same so the user can easily find their way through the site.

  • When updating the cart, there is no confirmation that the change has updated.

    • Recommendation: Have a pop-up confirm any change so user is aware of status.

MATCH BETWEEN SYSTEM AND REAL WORLD:

  • FODMAP is explained in the most clinical terms.  

    • Recommendation: The terminology should explain to the user in their terms and language, so it is easily understood.



 

Define

 
  1. Persona

persona for Epicured website-01.png
 

2. Journey Map

 
Emily's journey map new for website-01.png
 

3. Problem Statement

 

Epicured has helped users manage their health by providing them with meals that make them feel better. However, their platform is not fully functional across devices, has errors, and causes frustration amongst users.

Emily enjoys her Epicured meals, but has issues with their repetitive menu and the ordering process. These issues have caused her to skip meals and receive unexpected deliveries that she then needs to throw out.


How might we help Emily continue to enjoy her Epicured meals and streamline the ordering process?



 

4. Must Have Features

 

Focus on building a mobile-responsive site to meet user needs and resolve the pain points identified through user research.


Modify Epicured’s existing home page and site structure so that it is in line with established competitors in the marketplace.


Ensure that users are able to update their upcoming order’s from their mobile phones.

 

Design

 
  1. Low - Fidelity Wireframe

 
epicured wireframes.jpg
 

2. Mid - Fidelity Wireframe

 
mid fi epicured on iphone 1.jpg
 

Redesign global navigation bar

Menu, FAQ and account page are only options in the current website navigation bars. Users are confused about how the whole website works. We redesign the global navigation bar to help users easily navigate the website.

Why Epicured

Shows the differentiation of Epicured. Tells uses what kind of service Epicured offers.

 
mid fi epicured on iphone 2.png
mid fi epicured on iphone 3.png
 

How it works

Current users are confused and frustrated about how to order on Epicures. This page shows users how to order on the Epicured.

Account Page

Users can easily skip, delete and revise item on the account page.

 
mid fi epicured on iphone 4.jpg

Usability Test

5/5 Users completed this task with no difficulty and understood Epicured’s business model.

4/5 users were able to find their order and update it.

5/5 users expressed confusion about the process.


Recommendation

Revise the “How It Works” page so that information is presented with more concise text and images.

Revising some of the language on the buttons would help users better navigate this process.

We will also, add or remove certain buttons which might allow for a more streamlined process.




3. High - Fidelity Wireframe

 
hi fi epicured on iphone 1.png
 

Home Screen

Redesign navigation bar to help users understand the streamline of ordering procedure.

Menu Screen

Users can check delivery area and pick the delivery week before adding items to my orders.

 
hi fi epicured on iphone 2.png
hi fi epicured on iphone 3.png
 

Dashboard for upcoming orders

Once users subscribe meals plan from Epicrued, users will receive an email which link to the dashboard as screen shown in the left side. On this screen users can easily edit or skip the order before the deadline.

Account screen

Redesign the account screen to make the whole order procedure simpler and more intuitive.

 
hi fi epicured on iphone 4.jpg

Usability Test


Next Step

 
  • Fix minor issues on Menu page and My Orders page that were revealed in usability testing. Additional usability testing should conducted on revised pages.

  • Conduct user interviews on your users ages 25 to 34 based on the Google analytics.

  • Conduct user interviews on male customers based on Google analytics, and create a secondary persona if required.

  • Do usability testing on current customers with new version of mobile prototype.