Yumfoods.se

Project Type: Website, Logo design, Brand identity
Role: UX/UI Designer
Duration: 3 months
Tools Used: Figma, Adobe Illustrator, Canva

Overview

YumFoods is a conceptual mobile and web application I designed to bring healthy, affordable, and diverse meal options to users' fingertips. This case study showcases my UX/UI design process, from research to high-fidelity prototypes, aimed at creating an intuitive and engaging food delivery experience.

This project was developed as part of a task assigned by Resource Group Gothenburg to create a brand identity for their imagined service, which provides lunches in offices and cafeterias. My role included designing the logo, establishing design components, selecting color schemes by comparing industry leaders like DoorDash and Zomato, and developing wireframes through multiple discussions

Problem Statement

In today's fast-paced world, many individuals struggle to maintain a balanced diet due to limited access to healthy and convenient meal options. With YumFoods, I aimed to bridge this gap by offering a variety of nutritious meals, personalized to dietary preferences and delivered directly to the user's doorstep.

Target Audience

  • Health-conscious individuals

  • Busy professionals

  • Families seeking convenient meal solutions

Research & Empathy Mapping

To build a strong foundation for this project, I conducted extensive research, starting with market analysis to understand the landscape of food delivery services and their pain points. I studied competitors such as DoorDash, Zomato, and UberEats, focusing on their strengths and weaknesses regarding user experience, personalization, and accessibility.

I then conducted user interviews with professionals working in offices and individuals who frequently use food delivery services. The goal was to gather insights into their eating habits, frustrations with existing services, and what they would like in a meal delivery app specifically designed for office lunches. The key takeaways included:

  • Users often struggled to find healthy options that fit their dietary preferences.

  • Many found the ordering process tedious, especially when coordinating group orders.

  • Lack of clear nutritional information was a common complaint.

  • Price sensitivity played a significant role in meal selection.

Following this, I created empathy maps to visualize the thoughts, feelings, and behaviors of the target audience. This helped me understand their motivations and pain points more clearly, ensuring that every design decision was user-centered.

User Journey Mapping

I mapped out Emma’s journey from discovering the app, exploring meal options, customizing orders, and tracking deliveries. By identifying friction points, I refined the flow to enhance user convenience, ensuring that repetitive actions were minimized, and essential features were easily accessible.

Storyboarding

I visualized key moments such as:

  • Discovering healthy meal plans

  • Customizing dietary preferences

  • Tracking real-time delivery

Wireframes

I created low-fidelity wireframes to lay out essential features like meal categories, filters, and the checkout process.

Logo conception

The client requested a simple illustration of a man holding a lunchbox. To ensure their vision was met, I first reviewed various vector references and then created an exact match in Illustrator, keeping the design clean and minimalistic while aligning with their expectations.

High-Fidelity Prototypes

I designed interactive prototypes showcasing:

  • Personalized meal recommendations

  • Seamless checkout experience

  • Order tracking with real-time updates

Final product

YumFoods is designed to transform how users approach healthy eating, making it convenient, enjoyable, and accessible. This case study reflects my thoughtful integration of user insights into a practical and aesthetically pleasing design solution.