Overview
Locanut, a healthy meal delivery service in New York City, sought to create a seamless and user-friendly e-commerce platform that emphasized personalization, simplified subscription processes, and clear product communication. The website needed to stand out in a competitive market by providing customers with the flexibility to customize their meal plans, confidence in product quality, and an engaging experience that aligned with their health-conscious goals.
Main Pain Points & Solutions
Establishing Industry Standards
Pain Point:
Entering the competitive healthy meal delivery market required understanding industry standards, identifying gaps in competitors’ offerings, and creating a platform tailored to user expectations.
Solution:
Conducted UX research with competitive analysis, evaluating direct competitors to benchmark features and map their Customer Journey Maps (CJMs). Based on these insights, developed Locanut-specific CJMs, user flows, and a feature inventory to ensure the platform delivered a user-friendly experience.
Encouraging Subscriptions
Pain Point:
Customers needed detailed product information to make informed decisions, along with a subscription process that was quick and intuitive.
Solution 1:
Designed product pages with comprehensive nutritional details, meal plans, FAQ, ensuring customers had all necessary information at a glance.
Solution 2:
Streamlined the subscription flow, allowing users to set delivery preferences (time and date) and complete their purchase with ease through a familiar checkout process.
Building a Custom Meal Plan
Pain Point:
Customers required a flexible and interactive way to create meal plans tailored to their specific preferences, with the ability to make adjustments as needed.
Solution:
Implemented a build-a-box feature as an intuitive and gamified 3-step process:
1. Choose Your Plan: Select a meal plan that fits individual dietary goals.
2. Choose Your Meals: Pick favorite dishes from a curated menu with full customization options.
3. Review & Confirm: Input key details such as delivery date and time, subscription type (weekly or monthly), and add notes for ingredient preferences or exclusions.
Impact
The Locanut e-commerce platform delivered measurable improvements and benefits for both customers and staff:
Customer Experience:
Customers now have a user-friendly platform where they can effortlessly choose their meal plans, customize meals, and manage subscriptions. The build-a-box feature made the process intuitive and enjoyable, resulting in a 35% increase in customer subscriptions within the first three months.
Staff Efficiency:
The platform provided staff with a centralized solution to manage meal plans and subscriptions, significantly improving operational efficiency. In contrast to the previous system, the new platform streamlined workflows, enabling better customer retention and subscription management, all from a single, integrated platform.
