Cozymeal
The #1 online community for creating culinary connections.
I served as the sole designer on this multi-phase site renovation while providing simplified solutions for navigation menus, site browsing, booking funnels, filters, pop-ups, communication methods and more. I collaborated with an incredibly talented team of engineers, product managers, marketing and content creators, SEO experts and business stakeholders to build a unique user-centric experience.
Senior UX Designer | October 2021 - Current
Intro
The Role
I served as the lead designer on this project, owning each step of the design process from start to completion. I collaborated with engineering, product management, data science, UX research, and business stakeholders to build a user-centric experience.
The Vision
Build a simplified service platform to enable customers to easily connect with culinary experiences while elevating aesthetic and improving existing usability and accessibility issues.
User Journey
With the business goal in mind, we wanted to ensure that our users reach the booking screen without any hiccups, so we sketched out a current-state user journey map to identify opportunities for improvement. We found two steps in particular that could be deemed as potential drop-off points within the flow. By eliminating these from the new design and flow, we ended up with a faster booking experience that contributed to positive conversion rates.
Customer Journey
To increase insight of the entire customer journey and discover opportunities for improvement, we created a map to build a better understanding of how our users find and interact with the site. The map revealed many user problems and areas of potential friction, particularly at the search and booking stages of the customer journey. We brainstormed with our customer service and marketing teams to come up with solutions to turn the tension points around during the design process.
UI Design
Once we had a clear direction of usability issues that needed to be addressed, I began the first phase of the redesign which focused on the homepage. My goal for this redesign was to simplify the surplus of information and graphic elements to create a comprehensible, enjoyable design for both the customer booking the experience as well as the chef hosting the events. One way I achieved this was by replacing long-winded lists and paragraphs with summarized text, imagery and iconography, which also introduced a playful and interactive element to the site. I established a design system in this first phase containing improved UI components that could be implemented for consistency in the redesigns to follow.
