BERRYMOBILE
#UX design
#Mobile app
#Local fresh produce
#QR code pick-up
OVERVIEW
Our client BerryMobile is a Vancouver-based distribution company supplying fresh local fruit straight from BC farms to select retailers across the Lower Mainland. Since 2000, they also operate 8 fruit stands in some of Vancouver’s busiest parks.
Due to the growing fruit stand business, our client approached us in hope for a mobile app design to educate consumers and boost sales.
PROJECT ATTRIBUTES
– QR Code Pickup System
– Expiry Date Reminder
– MVP
– Mobile App Design
FACT SHEET
Timeline: 3 weeks
My Role: Lead UX Designer
Team: Richard Jiang, Winnie Dai, Julian Tomlin, Mini Nguyen
My UX Methods: User Research, Competitive/ Comparative Analysis, Affinity Diagram, User Persona, Information Architecture, User Journey Map, User Flow, Prototyping, Usability Testings
Tools: Adobe Illustrator, Adobe Photoshop, Sketch, InVision
THE
CHALLENGE
Even though our client’s business is growing rapidly, their products are still challenged by non-local produce due to cheaper price and much broader distribution networks. Meanwhile, their seasonal business model and preference to not include e-commerce experience set some limits to the functionality of our app design.
THE
PROBLEM
During our user research, we discovered that our target audience have the following pain points:
1. Local fruits are hard to find;
2. They don’t always remember to eat the fruits before they go bad;
3. Lack of useful information like nutrition values from fruit vendors.
THE
SOLUTIONS
1. Fruit Stand Locator is one essential function for our users to find the nearest fruit stand on a map and get directions. It solves the problem that our target audience find it hard to get local fruits.
2. QR Code Reserve and Pickup option is the core function of our app. Since local fruits are actually in high demand and sell quickly, this reserve for pickup function will put some ease on our user’s mind. The embedded QR code system would make the pick-up process much easier for both the business and users.
3. Expiry Date Reminder (also known as “Fresh Countdown” in our app) is a human centric function I came up with. It caters to the needs of our target users that they may forget to consume the fruits before they go bad. This feature will help to reduce fruit waste.
4. Fruit facts and nutritional facts serve as part of the educational factors in our app. We made fruit facts our app loading page so that the users can learn something while waiting. Nutritional facts is embedded in the product intro page where consumers can clearly see what their fruit contains.
5. Another feature I integrated into our app is called Farmers’ Info. In our app, under the descriptions of each fruit, there will be icons of the actual growers. By clicking their icons, our users will be able to see more information about the grower, like photos of their farms and the events they organize. In this way, our app will help to promote a higher transparency in the fruit industry and engage consumers with the farming communities.
6. Since we want to create a smoother experience in fruit shopping, we came up with a very straightforward user flow, which can be simplified to only 3 steps:
Step 1: User selects produce from our app and adds to cart;
Step 2: User confirms reservation (no payment required) and receives a QR code;
Step 3: User goes to the fruit stand, show the QR code to BerryMobile staff and pay to pick up the fruit.
SUMMARY
Our app design provides informational and educational functions about local BC fruits to raise the awareness among fruit shoppers.
It also provides human centric features like reminding users to consume the fruits before they go bad.
Last but not least, it helps to increase the sales of the BerryMobile by providing fruit stands locations with a built-in QR Code reserve and pickup option.
Our client was extremely happy with our design. This app is currently under development by a team of professionals.
