Redesigned key user flows and screens to elevate the FreshDirect mobile experience. Focused on enhancing first impressions and boosting user retention through a refined onboarding and homepage strategy.
Enhanced User Engagement: Crafted an engaging onboarding journey that immediately captures attention and communicates value.Visual Storytelling: Integrated real product videos and high-quality imagery to showcase the freshness and quality FreshDirect is known for.
Streamlined Access: Simplified the sign-up and sign-in process to reduce friction and drop-off rates, making it easier for users to get started.
Premium Brand Feel: Applied a clean, elegant visual design system to establish a premium and trustworthy perception from the very first interaction.This redesign aimed to balance aesthetics with usability, ultimately improving user satisfaction and conversion metrics.
Here are some before after screens below:
I led the redesign of key flows in the FreshDirect app, focusing on onboarding, authentication, and the homepage. The onboarding experience was transformed into a visually engaging introduction using motion and high-quality imagery to emphasize freshness. I streamlined the sign-up and login process to reduce user friction, incorporating social logins and cleaner error handling. For the homepage, I restructured the layout to surface personalized offers, seasonal promotions, and real-time delivery options. The result was a smoother, more premium experience that increased user confidence and improved first-time conversion.
Bland Onboarding Experience: The existing onboarding process was text-heavy and failed to convey the quality and freshness of FreshDirect’s products.
High Drop-off Rates: Users often dropped off before completing the onboarding process, indicating a lack of engagement.
Brand Perception: The app did not sufficiently reflect FreshDirect’s premium brand image.
User Education: Users were not fully aware of the app’s features and benefits, leading to underutilization.
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Research and Analysis:Conducted user research to understand pain points and preferences.Analyzed competitor apps to identify best practices and areas for improvement.
Ideation and Prototyping:Created wireframes and prototypes to visualize the new onboarding flow.Collaborated with the marketing team to source high-quality videos and images.
User Testing:Conducted A/B testing with different onboarding versions to gather user feedback.Iterated on the design based on user feedback and testing results.
Implementation:Worked closely with developers and marketing team to ensure the design was implemented correctly.Monitored the onboarding process post-launch to identify any issues and areas for further improvement.
Increased User Engagement:Engagement rates during onboarding increased by 35%.More users completed the onboarding process, leading to higher app retention.
Enhanced Brand Perception:Users reported a more premium feel to the app, aligning with FreshDirect’s brand image.Positive feedback on the visual appeal and quality of the onboarding experience.
Improved User Understanding:Users had a better understanding of the app’s features and benefits, leading to higher feature adoption rates.Reduction in customer support queries related to app navigation and usage.
If you like what you see and want to work together, get in touch!
merveozgealadag00@gmail.com
