Website prototyping + IA for meal delivery startup

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My role

Brand strategy
Empathy mapping
Personas
Wireframing
Information Architecture

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The Challenge

Two Daughters is a meal delivery service startup founded by Rose Kelly and Laura Kelly Johnston. Eleven years ago their mother—Patty—was diagnosed with non-Hodgkin’s lymphoma. When chemotherapy began, they expected her appetite loss and fatigue, but were totally unprepared for the effects on her sense of taste. Motivated to help their mother and others in a similar position, Rose and Laura wanted to create a solution to address the nutritional needs and dietary challenges of people undergoing chemotherapy. 

Our team met with Two Daughters to learn more about the challenges and proposed a scope that would include research to gain a better understanding of their audience and service model, as well as highlight key user flows within a hi-fidelity prototype.

 

The Research

  • To get a better sense of the Two Daughters' market space, we audited the websites of both general meal kit delivery services (i.e. Blue Apron) and those that were more targeted toward those with specific nutritional needs (i.e. Savor).

  • We discovered that Two Daughters fills a niche between higher-end delivery models and other frozen meal services that focus on lower prices over quality.

  • We also conducted a card sort to identify which photos and key messages resonated with users.

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user flows

By mapping the website’s key flows, we identified the main navigation paths for specific user goals. From this information we created low fidelity wireframes of the key screens.

 
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the wireframes

We conducted interviews and tested our wireframes with cancer survivors, caregivers and potential gifters. We used our findings from each interview to refine our wireframes and better address user expectations.

 
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Key Findings

Our research participants varied widely in their stories, tastes and priorities, but a few common themes emerged from our research.

Participants valued:

  • The convenience of home-delivered meals that could be stored frozen until needed.

  • Nutritious food designed to be palatable to chemotherapy patients.

  • The feeling of community that comes from being supported, and supporting others.

 
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Recommendations

The team identified four personas: the patient, the caregiver, the gifter and the organizer. We built out key web flows in a high-fidelity prototype to meet the needs and goals of all four personas.

  • The Patient is able to receive support and stay connected to her community.

  • The Caregiver is given some relief from shouldering the burden all on his own.

  • The Gifter is empowered with a clear and impactful way to express his care and concern.

  • The Organizer is mobilized to help rally the Patient’s network in a truly meaningful way.

View a quick walk-through of one of the user flows created on the web platform prototype built for Two Daughters below. This flow shows the persona Rebecca as she uses some of her gift balance to purchase meals tailored to her symptoms as a cancer patient.

 
Lindsay Trosvig