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ChefKart

Product Design Case Study

About the Project

ChefKart is a food-tech startup that aggregates chefs across Gurgaon, India facilitating online delivery of their culinary creations. With a daily menu variation and cuisine diversity, my role as a product designer encompassed crafting several user-oriented products while simultaneously streamlining business operations for efficiency.

Digital Solutions

As a cohesive team effort, we brainstormed various solutions aimed at simplifying both the processes and operations of the business. My role centered on actualizing these solutions into tangible products, partnering closely with product managers, design managers, and researchers to attain deep user insights. Additionally, collaboration with a brand designer was instrumental in crafting products that not only addressed existing challenges but also elevated the user experience.

The Product Ecosystem

Given the intricate web of needs and stakeholders within the business framework, our task encompassed devising solutions to cater to this multifaceted landscape. Consequently, we embarked on designing a range of solutions tailored to diverse stakeholders and their distinct requirements. The ensuing sections outline the product ecosystem and delve into comprehensive case studies that I was actively involved in.

User Applications

a) Web Application

Enhancing Core Web and Mobile Products Central to our strategy was the revitalization of our primary website and mobile products, integral to our business operations. The objective was a holistic enhancement encompassing both user experience and visual design, surpassing the standard set by the preceding products. Our focus concentrated on reimagining the following elements to achieve this goal.

Initial research & brainstorming

Through a collaborative effort with engaging in discussions with numerous users, who were customers of the existing application, we unearthed significant opportunities. These insights not only provided a chance to enhance the user experience but also guided the comprehensive redesign of the application for improved clarity and enhanced user service.

Identifying the opportunities through insights
  • Discrepancies in product imagery

  • Insufficient food details such as nutrition and allergen information

  • Absence of filters for food types and cuisines

  • Lack of capability to showcase featured items

  • Aiming to enhance the overall visual aesthetics

Enhancing Product Presentation

Our collaboration extended to the marketing team, who engaged food photographers to ensure enticing and consistent product images for the dish cards. Simultaneously, we overhauled the comprehensive dish card design, enriching it with essential details like calorie count, allergen information, and user reviews. This empowered users to make informed choices. Intuitive features like cuisine and food type filters further enabled users to refine their choices. A visual rejuvenation, in conjunction with the brand designer, introduced fresh brand colors and icon styles, elevating the overall aesthetic.

b) Mobile Application

Enabling users to indulge in home-cooked delights, the mobile app facilitated food orders from chefs to satiate cravings. My involvement extended beyond the web application revamp to encompass pivotal work on the mobile app, a cornerstone of our consumer business. I orchestrated crucial workflows, maintaining visual consistency by aligning colors, fonts, and icons with the website's design language. The ensuing sections highlight key workflows that were within my purview.

Chef’s Applications

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Notify users

The Challenge

In the pursuit of offering a daily fresh and innovative menu, the menu planning team faced the hurdle of coordinating with chefs beforehand. Communication was reliant on emails and phone calls, proving to be cumbersome and unorganized. To simplify and streamline this process, we conceived an application as a digital solution, aiming to provide seamless communication and enhance operational efficiency.

Derived Actionable Features

Through engagement with stakeholders, particularly chefs and menu planners, the following concrete action items were formulated.

Solution

The implementation involved an Android app that streamlined the aforementioned tasks for chefs. My role predominantly centered around interaction and visual design. The subsequent sections outline prototypes of pivotal functionalities.

a) Review and Confirm Menu Selection

Chefs are presented with their planned menus on the home screen. They can choose to "Confirm" their selections, generating an input record for the menu planners. In case of concerns, chefs can engage in discussions regarding specific dishes. The detailed view showcases portion counts, past reviews and ratings, along with the option to report dish images for inaccuracies or improvements.

b) Exploring Culinary Impact

Within the chef's profile page, a comprehensive display of their current and past dishes is provided. The reviews section offers insights into specific dish evaluations and ratings, serving as a valuable resource for refining preparations in future servings.

c) Notifying Absences and Breaks

Chefs can proactively communicate their upcoming vacations through an intuitive holiday planner, which will then be shared with the menu planners. This streamlined process effectively minimizes the need for phone calls and emails, previously used to address chef availability inquiries.

Runner’s Applications

The Challenge

​Our goal was to create an app catering to delivery personnel, enhancing order deliveries and pickups from chefs and food centers. This app enables flexibility for delivery personnel to commence or conclude their trips whenever needed. It also facilitates holiday planning and ensures fair compensation based on daily deliveries and pickups. The app additionally tracks daily trips and distances covered per day, aiming to streamline operations.

Observations

​The delivery personnel exhibited limited tech familiarity, yet were accustomed to Android mobile devices. Our objective was to devise an uncomplicated and user-friendly solution that seamlessly assists them in staying informed about their tasks while being convenient and easily accessible.

Solution

We developed an Android application through which delivery executives could efficiently determine optimal routes for pickups and deliveries. This app also facilitated vacation planning, monitored statistics, enabled flexible trip closures, and ensured accurate compensation based on calculated distances.

a) A Single Task to Focus on

A central interactive card was created to maintain the executive's concentration on a sole task. Subsequent tasks were outlined but without interactive functionality. This card encompassed all vital task information. Upon marking a task as complete or incomplete (in case the user is unavailable), the task transitions to the completed section, while the following task advances as the primary card. Tapping the card also offers direct access to a task's comprehensive details.

b) Serving both as a pickup and a delivery individual

The executive's task was not just deliveries but pickups from the chefs too and also manage the necessary containers needed for them. The details page gives the ability to call the person and also gives details on the items of the task

c) Instilling a sense of accomplishment among the executives.

At the end of each day or upon manual closure by the executive, they receive information about their completed trips, total distance covered, and pickups & deliveries made. This information fosters a feeling of achievement and recognition, encouraging them to excel further. Additionally, this data directly influences their daily salary computation.

Reflections

Crafting an end-to-end experience for diverse stakeholders within strict timelines posed a formidable challenge in this project. Operating in a competitive startup arena necessitated both speed and accuracy. Designing for multiple platforms concurrently honed my time management skills and ability to thrive in fast-paced settings. I refined my visual design prowess and grasped its pivotal role in engaging end users effectively. Collaborating within a multidisciplinary team highlighted the power of diverse perspectives. This project not only advanced my design skills but also instilled adaptability and efficient communication as crucial assets.

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