About Feastly
Feastly is a global marketplace for chefs to showcase and host dinners, pop-ups, supper clubs, and food experiences. Their platform stages them as the 'AirBnB of food', connecting diners to cooks who curate an experience for them. Feastly’s mission is to democratize dining and reintroduce the dining room table as the original social network.
My Role
Design Research, A/B Testing, Wireframes, UX + UI, Prototyping. Design lead.
The Challenge
Design an optimal home screen for their website based on user research + A/B testing.
TL;DR
Feastly challenged us to improve their conversion rate of newsletter signups by redesigning elements of their homepage. Over the course of 3 weeks, we delivered:
- Design research + competitive analysis on Feastly’s existing website
- A/B testing results to validate our design solutions
- A high fidelity homepage redesign based on our findings
Click here to see our final hi-fi design.
The Process
Research
To kick off our research phase, we started with a brief competitive analysis of products with similar models. We determined EatWith as the main competitor for having a similar business model (connecting cooks to eaters) and Airbnb as a product in a parallel market (hosting experiences). With this information, we created provisional personas who fit the mold of Feastly’s target market:
Contextual Research + Usability Testing
With our personas we conducted 8 user interviews + usability tests with the existing website. We used David Ghent’s Trello method to organize the pain points we uncovered to help synthesize faster and cut down note generation time.
We then prioritized design opportunities by evaluating the pain point themes on a 2x2 matrix.
Lo-Fi Design
For the high priority themes, we worked through several rounds of Crazy 8s and used dot voting to discuss the best ideas.
Sketches with a side of Soylent
Then we moved on to producing lo-fi wireframes including a few core design elements we agreed upon:
- Add a button showing that signing up gives a discount.
- Polish the brand and homepage messaging.
- Add preference filters.
A/B Testing
Feastly was enthusiastic about our design proposals and requested that we run an A/B test to validate the homepage redesign. For the test we focused on the core design element of 'adding a button showing that signing up gives a discount.'
We ran the test for one week and measured success based on the conversion rate of newsletter signups. These were our results:
The button we added in Variation #1 showed a 475% improvement in conversion rate. Feastly was happy with the results and moved forward with our production of hi-fi designs.
Hi-Fi Design
Based on all our findings, we created a hi-fi design providing more value to Feastly (better conversions for signups) and users (easier navigation + comprehension).
For design consistency, we used Feastly's exisiting style guide.
Check out the final design below:
Conclusion
Leading a team of 4 creative people for a food tech startup was an exciting experience. I continued to build my team leadership skills, learned how to design with quantitative + qualitative data, and navigated through a loosely scoped project. Validating our changes with analytics was especially rewarding with a 475% improvement in conversion rate.
Feastly was impressed with our results and final product. The team implemented some of our designs.