Eat Club Flagship Brands: Designing Food Technology
*IMP LINKS: download EatClub Mobile Application from Appstore
#My Roll
I was a full-time lead Brand and UX Designer which was a 220 crore INR funded project aiming to introduce one-roof application as an end goal.
#Background
A business sprint to seamlessly integrate 8 children brands along with its mobile application of Poncho Hospitality, maintaining each brand's identity and order history under one parent application. With a plan to make ordering super easy and accessible to all in a cloud kitchen setup across ALL India, orders needed to be processed in massive quantities via a service portal and with tens of millions of orders to be received daily, it was a mission critical project for Poncho.
#Project Environment
The project was a full agile environment with collaboration among team members along with constant feedback and reiterations from upper management.
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3 back and front end developers along with UX writers.
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Daily calls to brainstorm on the board/wall.
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Weekly sprints and retrospectives.
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Cognitive walkthroughs and usability testing.
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Evaluation and hundreds of reiterations.
#Brief
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Make easy ordering from multi brands at any given location.
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Keep stakeholders explained of the design decisions taken.
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Align all design systems and maintenances.
#Personal Objective
​I worked very hard to elevate the perception, eye for details and importance of UX design within the entire organisation by endorsing a systematic, open and transparent approach to the UX work.
#More High Fidelity Screens
#Setting The Design Style
Post extensive discussions, we ultimately deployed the classic "black and white" colours as they most effectively communicate a premium and all-encompassing umbrella brand. The selection of these neutral tones, signifies the inclusivity of various brands with different colour palettes under a single core brand.
After close contemplation, we chose the component of "Continuous Line Drawing" [major trend of 2021] for our iconography and illustrations as the primary graphic style to be used for all EatClub creatives. Furthermore, it figuratively suggests an unbroken chain of service with a fluid experience of ordering food online.
#My UX process
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User Research
What are the best selling products?
What are the goals / deliverables? -
Document insights
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Collaborate and build relationships
Customers, Stakeholders, Developers, Engineers. -
Design (early low-fi) and socialise with stakeholders
Keep everyone in the loop, to prevent sync issues with key stakeholders. -
Iterate & test
Testing with actual customers where possible with corridor / gorilla testing as a fall back. -
Design in html/css/js (hi-fi)
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Deliver for better execution
Sitting with the developers to mitigate any potential miscommunication and dramatically reduce double handling. -
Back implementation
I made myself available to anyone / everyone needed any assistance.It was important to keep the lines of communication clear between engineers and designers to maintain erase ambiguity.
PLEASE NOTE:
and Box8(link)
During my course of employment I even worked on the design strategy and communications of individual sub brands namely Mojo Pizza(link)
#Project Outcomes
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We were successful in building the new portal and providing white label solutions to numerous hungry people.
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The portal is still live today and successfully taking thousands of online orders daily.