Allplants
Product Design / UX & UI, Research & Insights and Creative Direction
Allplants is a London based frozen plant based subscription food service. They’re recognised for making it incredibly easy for customers to switch up their own diet sustainably. All of their dishes are 100% plant-based and prepared in London by their chefs.
Allplants tasked Dominic with leading and supporting the user research, experience and interface design of the very young dot com site. The focus was predominantly on the first purchase experience.
Previous Research Insights
During a revised look at the previous user research and first hand during user testing sessions, the team were able to uncover the following pain points throughout the experience:
Clarity on whether the meals were frozen or a recipe box
No upfront information on costs/pricing for the subscription or one-off
Trying to identify whether the service was a subscription or single purchase
Having to mentally calculate the value for money and differences
Lack of visibility to why customers must order 6 meals on first purchase
No flexibility or additional information on delivery options and process.
Users feel encouraged by being able to learn as they go through the experience/process. As learning new things whilst completing tasks easily, can be more encourage and motivating. It leads the user to feel that they are making progress. This is what the team wanted to achieve with the newly improved experience.
What could the team do differently? And how could they test it?
The product design team flipped the existing flow on its head, by creating a prototype that begun to inform the customer of why they should put their trust, belief and money into Allplants.
Listing some of the key benefits of subscribing with the company - surrounding the environmentally friendly decisions, healthy diet and lifestyle convenience.
Customers were also able to understand what steps were coming next, to prepare them for what options they would select:
Select a portion (Single or Double),
Choose a Plan (subscribe or one-off)
Select a Frequency (Weekly, Fortnightly, Monthly etc)
The team approached the flow in this manner to reduce the load of these decisions at a later point. So customers would feel free to select the meals they favoured and checkout a lot quicker.
The team tested the prototype on 14 users within 2 weeks, with 1-2-1 sessions lasting around 30 to 40 mins. The team would capture the users thoughts and comments - then synthesise to highlight the key themes from the sessions.
Blog Redesign
Allplants were lucky to host an internal team of brilliantly talented photographers, writers, art and creative directors that wouldn’t only focus on product and campaigns but also editorial content.
Sharing delicious vegan/plant-based recipes, health tips, insightful articles on sustainability in communities and the wellbeing of the environment. To interviewing the creative individuals behind the scenes who work across the business.
In addition to Dominic’s core assignment of the first purchase journey, he also spent some time reviewing the requirements of the writers and probing the creative team for their ambitions and desires for what the blog could or should look like.
The blog was area of the site that held so much valuable content but the design didn’t compliment the great input of writing and photography. The new design approach would enable all forms of content to be recognised and create a holistic reading and exploring experience for users.
Components & Modules
Dominic dedicated some of his own time to investigating what parts of the sites architecture were built and maintained internally. What areas of the experience the Product team has the coverage and capability to alter the user experience and interface.
During this task Dominic discovered a lack of best practice and accessibility throughout the design components and modules. So he invested some time to redesign the aspects to reflect best practice UX and UI into the existing or future state of dot com.
These components would be quick to build and feasible to deploy to A/B test on the live experience. To identify and challenge whether these design improvements were performing well and resonating with customers.
