New business line with new products meant new content. In our case, that included photos and copy for the website, social media and other marketing material.
Craft and Savor
Combining two unique user experiences
Craft and Savor is a corporate wellness company specializing in producing and delivering fresh, healthy snacks to offices in New York City. The company's roots trace back to its earlier incarnation as "mise en place," a meal kit provider renowned for meticulously prepping and portioning ingredients for home delivery. About a year and a half into their journey, the demand for healthy eating solutions at the workplace, where people spend a significant portion of their time, began to surge.
Their response? Offering nutritious snacks for offices. However, they faced a challenge in designing a website that could seamlessly cater to the needs of both at-home and workplace customers.
Role:
Product Designer
Timeline:
6 weeks
Team:
Kevin Wen (UI/Visual Designer)
Practices:
Branding, Research, Wireframing, Prototyping, Information Architecture, Content Strategy
Tools:
Adobe (XD, Illustrator, Photoshop, InDesign), Google Apps
Amid this strategic shift, the company aimed to maintain its service for existing meal kit customers while simultaneously seeking out new clients for the B2B/office delivery segment.
To better understand our what each kind of customer or client needed, we conducted research using different methods.
Major Findings
With meal kit customers not involved in ordering snacks for their offices, there was no need to create an integrated experience, but rather unique experiences for each line of business.
In the process of developing a fresh experience for this noew business line, it was equally important to enhance the existing experience for meal kit customers.
The most important thing for this stage was organizing all our information to make sure it made sense for both types of customers. This resulted in minimizing the total number of pages on the site for easy navigation and to reduce the cognitive load of website visitors.
We created both low-fidelity sketches to determine high-level content and placement, and digital medium fidelity wireframes to finalize sizing and layout.
The name “mise en place” (french for "everything in its place") was hard for most people to try to pronounce and spell. It was also tailored specifically to the meal kit business, so it was time to come up with a new name.
So, after a long brainstorm session, the team landed on its new identity: Craft and Savor. From here, we developed a new logo, updated the brand colors as well as typography, for a lighter, more refreshing look.
New business line with new products meant new content. In our case, that included photos and copy for the website, social media and other marketing material.
Once the new content and visual elements were ready to go, we put them all together into a site mock up to be reviewed by select users.
Through testing and review with a few potential users, we ran into what we referred to as a "navigation issue." With the original set up, users would automatically land on either the at work or at home page, depending on how we ordered the pages. This meant there was a 100% chance some users would land on a page that was not relevant to what they are looking for, causing confusion.
To fix the issue, we added an additional screen, which would let users choose which path they would like to take before entering the main site.
Implementation was a success. There were no loss in customers from the meal kit (B2C) line, and the office snacks (B2B) line gained enough traction to increase client acquisition by 50%.
Since the B2B products ended up doing so well, Craft and Savor eventually decided to fully dedicate its resources on the B2B business a few months later.
Intermittent changes were made to the site as we received more candid feedback from our users.
To improve the experience of newer users, we replaced the homepage diptych into a split-screen video to better show the use-cases of both lines of business, so that they have a better idea of which path the choose.
Potential clients were always curious about the full product offering during calls and meetings. Our lookbook served as a way to show them these products. However, due to the frequent additions of new product and information, the PDFs that these clients look at were usually outdated by the time they get around to looking at them.
Instead of sending them PDFs that constantly needed to change, we incorporated a product list right on the site that would be more flexible for changes and gave an option for direct ordering.
As one of my first product design projects, this was definitely a huge learning experience. Given that we were working with a low budget, we were limited in the ways we could conduct user research, which I believe led us to discover usability issues much later on. However, with the great rapport Craft and Savor has with its customers, it was easy to get very candid feedback, which helped with the later iterations of the site after launch.