Xavice (Coming Soon)
Metrics From Reeddi Inc
Metrics From Reeddi Inc.
Background & Problem Statement
Reeddi is a company that provides renewable, sustainable, clean energy to Africa to curb the epidemic of erratic electricity supply. Due to this, Small and Medium-sized Business Enterprises (SMEs) can continue to operate at their full potential regardless of the electricity problem. Reeddi also powers individuals (e.g students, remote workers etc) to always stay connected and perform their tasks seamlessly, uninterrupted by the lack of electricity supply.
Reeddi is a company that provides renewable, sustainable, clean energy to Africa to curb the epidemic of erratic electricity supply. Due to this, Small and Medium-sized Business Enterprises (SMEs) can continue to operate at their full potential regardless of the electricity problem. Reeddi also powers individuals (e.g students, remote workers etc) to always stay connected and perform their tasks seamlessly, uninterrupted by the lack of electricity supply.
The goals of the project were to:
- 1. Redesign the old Reeddi’s website to give it a new, modern, upbeat look.
- 2. Make the purchase of ‘Reeddi Capsule’ (Reeddi’s flagship and main product) possible on the website. Thus simplifying the users' journey.
- 3. Find a way to link other Reeddi software products to this website so that visitors are informed of these products but are not distracted by their presence.
Reeddi is a company that provides renewable, sustainable, clean energy to Africa to curb the epidemic of erratic electricity supply. Due to this, Small and Medium-sized Business Enterprises (SMEs) can continue to operate at their full potential regardless of the electricity problem. Reeddi also powers individuals (e.g students, remote workers etc) to always stay connected and perform their tasks seamlessly, uninterrupted by the lack of electricity supply.
The goals of the project were to:
- 1. Redesign the old Reeddi’s website to give it a new, modern, upbeat look.
- 2. Make the purchase of ‘Reeddi Capsule’ (Reeddi’s flagship and main product) possible on the website. Thus simplifying the users' journey.
- 3. Find a way to link other Reeddi software products to this website so that visitors are informed of these products but are not distracted by their presence.
Background & Problem Statement
Design process
For this project, we adopted the ‘prototype-to-test’ stage of the design thinking framework. As of the time of this project Reeddi had been operating for 3 years. So, we had a very good grasp of the users' needs and pain points as regards using the previous websites.
Using design to help Reeddi solve its challenges
Challenge One
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour. Although we generally preserved the use of Green as the primary colour (because it matches the psychology of colour we were trying to leverage), we decided to go with a different shade of green than the previous one. We wanted a shade of green that wasn't dull and could still pass the standard accessibility guideline. For the new look, we went for a very clean and modern look. We were able to achieve this using a lot of whitespaces and clean, geometrically-sound typeface.
Challenge Two
To solve this, we took all the knowledge we have been able to glean from customers over several months of direct interaction with them to put together a page where customers can directly place an order on the website. They automatically get an email containing their receipt and whatnot. Their order is then processed and shipped to them.
The 2nd challenge was to ensure that Reeddi's Flagship product - The 'Reeddi Capsule' can be purchased from the Reeddi website. Up until this point, potential and actual buyers would need to go find Reeddi on social media, check out the website, search for Reeddi's hotline and then place a call across to make an order. This was a very complicated and tedious journey for the user. This process was also hurting the sales of the product and was not scalable, at all.
Customers call also pay for the product in installments.
Providing customers with options, and maximizing sales for Reeddi 🤩
Reeddi is very big on the impact on lives and businesses. As a result, we thought about how we could make Reeddi capsules more accessible to more people and businesses who need them. Therefore, Reeddi has created an option for potential customers to get a Reeddi capsule and pay in installments over a period of time.
A page was dedicated to informing customers about this and showing them how to leverage it.
Aligning Business and Design Goals
Design Goals
As a designer, one of my design goals for the website was to make the site, especially, the Reeddi Capsule page as simple and relatable as possible to customers. Thus, I pushed for the use of descriptive words, and plain simple words (to be provided by the content writer).
I, as much as possible, avoided the use of complex, bogus words.
The page also focused on the benefits, use and importance of the Reeddi capsule instead of Product Features.
The page heavily uses pictures to drive home the point and create a visual representation of what we're talking about.
Finally, there's the use of testimonials from existing customers.
Business Goals
At this stage of the company, Reeddi was very concerned about how they could help investors understand what the company does from simply glancing at the website. The idea was to reinforce the business' mission, vision and impact to investors through the website
The Challenge and how it was solved
Since this website targets two different audiences, it was my duty to prioritize what needed to be prioritized and also find a way that Reeddi's website could help these two groups achieve their goals.
The major disparity came from the mismatch between the lingo that regular customers would understand and the lingo that makes sense to investors and VCs.
So, to design for both audiences which happen to be equally very important, we had to create different pages addressing the different categories of users. We started by, first of all, understanding what each audience would expect to see on Reeddi's website.
The 'About Company' and 'impact' pages carry all the information that the VCs and investors will need to understand what the company does
.In contrast, the 'Reeddi Capsule's' page was created to appeal directly to customers, providing them with answers to their questions and as much information as possible about the capsule.
The Challenge and how it was solved
Since this website targets two different audiences, it was my duty to prioritize what needed to be prioritized and also find a way that Reeddi's website could help these two groups achieve their goals.The major disparity came from the mismatch between the lingo that regular customers would understand and the lingo that makes sense to investors and VCs.So, to design for both audiences which happen to be equally very important, we had to create different pages addressing the different categories of users. We started by, first of all, understanding what each audience would expect to see on Reeddi's websiteThe 'About Company' and 'impact' pages carry all the information that the VCs and investors will need to understand what the company does.In contrast, the 'Reeddi Capsule's' page was created to appeal directly to customers, providing them with answers to their questions and as much information as possible about the capsule.
Using Iterations to Improve the Design
The Challenge and how it was solved
The Challenge and how it was solved
Lessons I Learned in the Process
Lessons learned. Following the successful launch of this project, here are some of the things I learned. I have written them in form of advice so that I can always refer to them and remember them. Here, it goes:
1. Sometimes, a lot of times, the business goals would not necessarily align with design goals. They may not be the best for users. Finding a way to balance business goals and users' needs successfully is my responsibility as a designer.
2. Iterate, iterate and iterate. Never stop iterating. And this doesn't have to be about the design alone. Content can also be iterated and improved upon.
3. Having Senior, more experienced designers on the team is a blessing. Ask them questions (lots of them) and learn from them. Find ways to be useful to them too.
4. All in all, keep learning and growing. Give yourself permission to learn and grow.
Before Meets After
Reeddi 'Before' Look
Reeddi 'After' Look
Bringing Diversity to the UK Food Delivery Market
Diversification of the UK food delivery market is essential as it ensures that disproportionately underrepresented populations (customers and, especially, restaurant owners) have the best access to healthy food.
Data has shown that:
- 1. 13.4% (9.4 million) of the UK population belong to Black, Asian, Mixed or other ethnic groups. ~ ‘UK Gov, 2022’
- 2. 40% of Londoners are Black, Asian, Mixed or Other ethnic groups. ‘Census, 2022’
The main problem lies in the fact that 'Minority restaurants' are being overlooked. They suffer from low visibility, little to no support, and a great deal of logistical challenges.
Munch is solving that problem by creating an on-demand food delivery platform for diverse & independent restaurants. It presents solutions such as connecting users from different backgrounds to diverse & local independent restaurants. Munch is also empowering restaurants with content creation through ‘Munch highlights’
Background & Problem Statement
Background & Problem Statement
Reeddi is a company that provides renewable, sustainable, clean energy to Africa to curb the epidemic of erratic electricity supply. Due to this, Small and Medium-sized Business Enterprises (SMEs) can continue to operate at their full potential regardless of the electricity problem. Reeddi also powers individuals (e.g students, remote workers etc) to always stay connected and perform their tasks seamlessly, uninterrupted by the lack of electricity supply.
Reeddi is a company that provides renewable, sustainable, clean energy to Africa to curb the epidemic of erratic electricity supply. Due to this, Small and Medium-sized Business Enterprises (SMEs) can continue to operate at their full potential regardless of the electricity problem. Reeddi also powers individuals (e.g students, remote workers etc) to always stay connected and perform their tasks seamlessly, uninterrupted by the lack of electricity supply.
The goals of the project were to:
- 1. Redesign the old Reeddi’s website to give it a new, modern, upbeat look.
- 2. Make the purchase of ‘Reeddi Capsule’ (Reeddi’s flagship and main product) possible on the website. Thus simplifying the users' journey.
- 3. Find a way to link other Reeddi software products to this website so that visitors are informed of these products but are not distracted by their presence.
Who we design for
The problems with the current food delivery market?
No hub for diverse local independent restaurant
Low visibility and high fees for small businesses
Logistical problems for small businesses
The solution that's being proffered
Lower commissions for smaller, independent restaurants to add their services to the Munch platform
Connect users from different backgrounds to diverse & local independent restaurants
Empowering restaurants with content creation through ‘Munch highlights’
Metrics From Reeddi Inc.
The Challenge and how it was solved
Not Just Another Food Delivery Platform
To be able to effectively set up a system that works seamlessly, hand-in-hand to deliver the best experience for users, Munch had to think of designing their solutions across consumers, delivery riders, restaurants and admins (Munch stakeholders).I was responsible for the design of the Delivery Riders App and the redesign of the Consumers app. The consumer app needed an urgent redesign for improved visual and user experience.
Understanding what we need holistically.
In order to bring the Munch idea into existence, digital products needed to be created that would serve 4 different categories of stakeholders - Customers, Riders (Food delivery guys), Restaurant owners and Munch superadmins.
1. Consumer App
The consumer app, also referred to as the customer or user app is the primary app that customers will interact with. This app allows users to place food orders from their preferred restaurants. Munch places importance on the diversity of restaurants listed on its platform and the ability for users to select restaurants based upon what we call diversity tags. More on this later. This is just one of the many features of the platform.
2. Riders' App
This app connects the delivery riders to restaurants and customers. With this app, riders get to pick up the meals from the restaurant and have them delivered to the customers. See more information about this below.
3. Restaurant Owners' App
Restaurant owners have full control/access to upload their menus to the Munch platform via this web app. This includes uploading product images, descriptions, prices, categories, subcategories and lots more.
4. Super-admin Webapp
From here, Munch super-admins can control certain activities across the other 3 connected digital products. They can also get real-time data on orders, deliveries and money received and/or paid out, as well as other cogent data.
The Challenge and how it was solved
Since this website targets two different audiences, it was my duty to prioritize what needed to be prioritized and also find a way that Reeddi's website could help these two groups achieve their goals.The major disparity came from the mismatch between the lingo that regular customers would understand and the lingo that makes sense to investors and VCs.So, to design for both audiences which happen to be equally very important, we had to create different pages addressing the different categories of users. We started by, first of all, understanding what each audience would expect to see on Reeddi's websiteThe 'About Company' and 'impact' pages carry all the information that the VCs and investors will need to understand what the company does.In contrast, the 'Reeddi Capsule's' page was created to appeal directly to customers, providing them with answers to their questions and as much information as possible about the capsule.
MUNCH CONSUMER APP
The Munch consumer app will be the consumer-facing app through which regular customers could order for meals from their favourite diverse restaurant(s).
Access Meals from Diverse Restaurants
Users can search for meals using a Munch special tag called 'Diversity Tag'. This allows them to see meals from the restaurants of their choice.
Simple, Yet Efficient Filter Feature
Our filter feature was designed to be very simple (unlike competitors) so that users can quickly narrow down that search to certain specifics.
Connecting to the story of the Restaurants via 'Restaurant profiles'
Independent restaurants rely heavily on storytelling to capture their market. Through elaborate restaurant profile features, restaurants can connect to their existing and new customers through storytelling.
Placing an order is as simple as ABC
The 'place an order' flow was thoughtfully and carefully designed to encourage check-out.
Easily track order at every stage
Customers can track their orders from the point when the order was placed to when it is delivered.
100+ Other Screens
Access Meals from Diverse Restaurants
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour.
Simple, Yet Efficient Filter Feature
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour.
MUNCH RIDER APP
The Munch consumer app will be the consumer-facing app through which regular customers could order for meals from their favourite diverse restaurant(s).
Access Meals from Diverse Restaurants
Users can search for meals using a Munch special tag called 'Diversity Tag'. This allows them to see meals from the restaurants of their choice.
Simple, Yet Efficient Filter Feature
Our filter feature was designed to be very simple (unlike competitors) so that users can quickly narrow down that search to certain specifics.
Connecting to the story of the Restaurants via 'Restaurant profiles'
Independent restaurants rely heavily on storytelling to capture their market. Through elaborate restaurant profile features, restaurants can connect to their existing and new customers through storytelling.
Placing an order is as simple as ABC
The 'place an order' flow was thoughtfully and carefully designed to encourage check-out.
Easily track order at every stage
Customers can track their orders from the point when the order was placed to when it is delivered.
100+ Other Screens
Access Meals from Diverse Restaurants
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour.
Simple, Yet Efficient Filter Feature
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour.
Metrics From Reeddi Inc
How Munch is Solving this Problem
Connecting to the story of the Restaurants via 'Restaurant profiles'
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour. Although we generally preserved the use of Green as the primary colour (because it matches the psychology of colour we were trying to leverage), we decided to go with a different shade of green than the previous one. We wanted a shade of green that wasn't dull and could still pass the standard accessibility guideline. For the new look, we went for a very clean and modern look. We were able to achieve this using a lot of whitespaces and clean, geometrically-sound typeface.
Giving customers access to diverse restaurants.
The first challenge was to give the website a completely new look. This started with branding (which was not handled by me, by the way) to typography to colour. Although we generally preserved the use of Green as the primary colour (because it matches the psychology of colour we were trying to leverage), we decided to go with a different shade of green than the previous one. We wanted a shade of green that wasn't dull and could still pass the standard accessibility guideline. For the new look, we went for a very clean and modern look. We were able to achieve this using a lot of whitespaces and clean, geometrically-sound typeface.
Challenge Two
To solve this, we took all the knowledge we have been able to glean from customers over several months of direct interaction with them to put together a page where customers can directly place an order on the website. They automatically get an email containing their receipt and whatnot. Their order is then processed and shipped to them.
The 2nd challenge was to ensure that Reeddi's Flagship product - The 'Reeddi Capsule' can be purchased from the Reeddi website. Up until this point, potential and actual buyers would need to go find Reeddi on social media, check out the website, search for Reeddi's hotline and then place a call across to make an order. This was a very complicated and tedious journey for the user. This process was also hurting the sales of the product and was not scalable, at all.
Customers call also pay for the product in installments.
Providing customers with options, and maximizing sales for Reeddi 🤩
Reeddi is very big on the impact on lives and businesses. As a result, we thought about how we could make Reeddi capsules more accessible to more people and businesses who need them. Therefore, Reeddi has created an option for potential customers to get a Reeddi capsule and pay in installments over a period of time.
A page was dedicated to informing customers about this and showing them how to leverage it.
Using Iterations to Improve the Design
The Challenge and how it was solved
The Challenge and how it was solved
Lessons I Learned in the Process
Lessons learned. Following the successful launch of this project, here are some of the things I learned. I have written them in form of advice so that I can always refer to them and remember them. Here, it goes:
1. Sometimes, a lot of times, the business goals would not necessarily align with design goals. They may not be the best for users. Finding a way to balance business goals and users' needs successfully is my responsibility as a designer.
2. Iterate, iterate and iterate. Never stop iterating. And this doesn't have to be about the design alone. Content can also be iterated and improved upon.
3. Having Senior, more experienced designers on the team is a blessing. Ask them questions (lots of them) and learn from them. Find ways to be useful to them too.
4. All in all, keep learning and growing. Give yourself permission to learn and grow.