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Natures Miracle

Elevated farm-to-table experience

Company

PwC India

Platform

Android & iOS

Role

Product Designer

Timeline

March - August 2022

Historical Context

This project involved designing and developing a premium D2C app & website for a prominent Indian conglomerate venturing into the hydroponics market. To prioritise a user-centric experience, we conducted in-depth research on global app trends and local grocery shopping behaviours.

By analysing leading premium apps, we gleaned valuable insights that shaped the design of a desirable and high-end user experience. Our commitment to brand consistency extended beyond the app itself.

We crafted a comprehensive style guide with a color palette that mirrored the client's products and packaging, ensuring a seamless brand experience across both the application and website

By analysing leading premium apps, we gleaned valuable insights that shaped the design of a desirable and high-end user experience. Our commitment to brand consistency extended beyond the app itself.

We crafted a comprehensive style guide with a color palette that mirrored the client's products and packaging, ensuring a seamless brand experience across both the application and website

Key Problems

Broaden the new brands outreach

Build destinct premium experiences

Encourage customers to explore

Improve the ordering experience

User Personas

The evolving nature of Search Labs presented a unique set of UX hurdles:

Business Goals

01. Enhance the new brand's visibility and engagement by expanding its presence across diverse platforms and connecting with a wider audience.

02. Craft exclusive premium experiences by meticulously designing unique features, ensuring top-tier quality, and delivering unparalleled service to encourage customers to stay.

03. Empower users to freely explore and experiment with our comprehensive range of products, fostering a dynamic and engaging experience that suits their preferences and needs

04. Educate users on cultivating a mindset aligned with our goal: sustainable hydroponic farming, disease-free practices, and accelerated growth for awareness and development.

User Goals

Users seek checkout optimisation, driven by limited payment options and concerns about shipping charges, emphasizing streamlined processes for convenience

Ensure real-time stock updates, display products as "Out of Stock" just before payment, assure timely delivery, and offer flexible delivery slot choices.

Enhance refund/return process simplicity, address unresponsive customer care, and introduce a more personalized, human touch for improved customer satisfaction.

Place orders anytime, anywhere. Be promotion-sensitive, and implement a reminder system for weekend and Friday night purchases to boost engagement.

Take aways from immersions

01 | They are evolved & mindful Embracing conscious, ethical consumption. Prioritize brand visuals, storytelling. Build strong local brand affinity through flavor and ethical ingredients.

02 | Easy to please Value-driven, prioritize comfort over cost. Frequent Top Up buyers for specific occasions. Order anytime, promotion-sensitive, weekend reminders. Personalized, human touch in ordering experience.

03 | Pro healthy living Health-prevention mindset, portion control through calculated calories. Purchase veggies for 4-5 days, ensuring freshness. Eco-friendly packaging for sustainable, fresh deliveries.

04 | Method to the madness Friday evenings preferred, late 10-11 pm last-minute slots. Weekdays, deliveries by 8 am for househelp prep. Flexible slots for convenience.

Inspiration

Inspiration drawn from the brand name and their purpose

Colour palatte

Colour Palatte derived from the moodboard

Typography

Fonts selected we DM serif and montesserat, A serif and sans serif font combination to keep it simple and elegant

Iconography

Dual tone Icons were created to add interest and depth

Initial Designs

Explore the initial wireframes, mid-fidelity designs, and drafts. Each design underwent over 30 iterations, driven by factors like business shifts, pandemics, or enhancing user experience.

Organizational structure
of the landing page.

Our aim was to empower users to discover products efficiently in the landing page's initial section, aligning with sustainability goals and educating about hydroponic farming. These initial designs were not selected due to unclear value proposition, cluttered layouts, and scalability issues.

Product details page.

Enabling users to make mindful, healthy choices without overwhelming information, initial designs were rejected for inefficiency—occupying more space than needed. Striking a balance remains crucial for optimal user experience.

Product listing page

Our aim was to assist users in navigating and exploring products on the listing page, employing playful elements to make the exploration process enjoyable and engaging for them.

Final Designs

Around 200+ plus iterations led us to the end goal.

Following the mobile screen finalization, we seamlessly extended the design to the website, crafting a versatile system. Throughout mobile screen design, the foresight of future adaptation into web screens guided us. This cohesive approach ensures a smooth transition, maintaining consistency and usability across different platforms.

Around 200+ plus iterations led us to the end goal.

Organizational structure
of the landing page.

Our aim was to enable users to explore the various products our client offers from the get go from shopping via category to shopping by brand. We also enable the user to explore via the recipe corner , blogs & enable users to go beyond shopping.

For those who have lesser time on their hands we created the cards in such a manner that they can checkout directly from the landing page itself. We've also provided suitable spaces throughout to enable users to understand the brand since its a new one, & to explore it's various offerings

Inform users before logging in

Before login, we aimed to engage users with intriguing facts about hydroponic farming, fostering interest. This was achieved through informative splash screens highlighting the business's sustainability initiatives. Additionally, we ensured a straightforward and easy login process.

Empowering informed decision-making with essential information only

Embracing an image-centric approach, our design replicates the immersive feel of a local vegetable market. Ensuring users can easily purchase products throughout the portal, we introduced interactive elements for a gamified experience. Our clutter-free design enhances user focus on essential elements.

All rounded search

Our comprehensive search functionality seamlessly navigates products, brands, and recipes. Users enjoy an all-encompassing experience with the convenience of adding items directly from search results. Additionally, detailed filters are in place, empowering users to refine searches and find their ideal results effortlessly.

Historical Context

Key Problems