ROLE - Lead UX & Art Designer
PLATFORM - Desktop & Mobile
DURATION - 2017, 3 months
The challenge. Design a User Interface that Moms trust to buy nourishing meals. Quickly and without
We are busy. 48% of families in the US report eating dinner together less than 3x a week. Too many ready to eat options: $6.7B size of the organic packaged food market (i.e. The Chicken Nugget & Mac & Cheese). Kids love to say no. 70% of parents that think their children are “picky eaters” but less than 20% are actually picky.
Research
We went straight to the family dictators. The kiddos.
The team hosted a HavenRow Cafe to research how kids interacted with the sauces. Learnings: The sauces are very versatile and fits into many types of family meals. Plus, parents and kids love the product.
The family product was a success. How do we keep the momentum and create an online portal for families to order more?
Out of the 4 personas, we targeted 2 to inform our design.
Moms cared about two things: the quality, the cost, and what the community had to say. So, we listened and put these elements front and center.
The Outcome.
After numerous sessions with our target group, we finalized an end to end low fidelity mock up. It was now time to bring HavenRow to life.
