Freshmenu's original premise was simple: push a button, get food delivered to you. All the user needed to do was select a dish and hit a button or two, and they were good to go. As more features were added and the products became more complex, we continued to strive to keep the original simplicity and robustness intact. And in the process, we learned that speed was much more than just minimising taps and streamlining flows.
Benjamin George - Head of Design
Rahul Raj - Sr. Product Designer
Gaana Srinivas - Product Designer
A big redesign is daunting owing to the fact that there are a lot of variables and unknowns that could lead to potential failure down the road. But we knew that taking risks is essential to our goal of building for the future. This meant not only making big bets on how things look, but also reimagining their flow.
Months of continually adding new products and features resulted in the app becoming convoluted. Some of the recurrent problems included people dropping off at sign up, selecting the wrong address, etcetera. In a fast-growing environment, it can become challenging to see the way ahead, but what helped us was knowing that speed was at the crux of our users' satisfaction.
We made a massive change to our checkout flow. What originally used to be 3 steps to checkout, was reduced to 2 steps, with the cart and address clubbed together and the last ordered item selected by default. This simple yet effective change greatly improved our conversions.
While our overall conversions improved, we noticed an increase in our call volumes citing one particular issue — some users were delivering their food to a wrong address. Since we follow a very iterative approach to design, we made a small tweak that helped avoid placing orders to the wrong address.
This callout helped us drop call volumes by 15%.
Designing For Scale
We developed standards across a number of elements- from foundational parts to common components. Right at the outset, we were sure that we wanted to create a platform that other people could use, build upon, and extend internally. Building an entirely new product and a design system at the same time was a challenge. We had to make sure we scrutinised every little detail- from the grid systems being used to design various platforms, to the colours being used system-wide, and typography, iconography, illustrations and content which came from a unified voice.