In an extremely competitive market, Frichti wanted to highlight its differentiation from the recipe kits while answering the question "what's for dinner?” I worked on the Frichti TV.
UX Research
UX Design
UI Design
Dec. 2021 - Feb. 2022
Before thinking the solution, we wanted to understand the problems users might have with the recipe kits on the app. Conducting user interviews was the best solution. Therefore, I created a research plan explaining our objectives, research hypotheses, and interview questions. So I was able to interview the users afterwards.
The majority of users chose a recipe kit based on the image. Being in the food industry, visual content is extremely important. I could also see that it was impossible for them to save a recipe and find it easily after receiving the order.
Seeing the emergence of vertical formats, the result of the research and the needs of the company, we quickly came up with a hypothesis: "Creating a vertical video feed would allow users to quickly find inspiration while promoting the Frichti brand".
I designed the MVP from a low fidelity solution to a final version. Having a design system in Frichti, I didn't find it efficient to make wireframes. That's why I preferred to iterate with sketches and test directly on the UI the last iterations.
I had to take into account several constraints for the design: follow the design system, have an Android, iOS and desktop version. Throughout the design process I did quick tests with the lead designer and the PMs to know what was possible for the first release.
Once the designs were validated, I wanted to understand the adoption of the functionality. I created a prototype that I was able to share during a moderate user test. This allowed us to see micro issues and come up with a final version for the developers.
The functionality was developed and launched in April 2022. It has allowed us to increase sales of recipe kits and increase revenue.