Yumi

Re-imagine online booking experience.

Yumi, a direct-to-consumer baby food company, faced challenges with order customization and subscription communication, leading to a decline in orders. As the Design Lead, I led the initiative to revamp the user interface, streamline the ordering process, and enhance transparency, aligning with new business constraints while upholding Yumi's core values.

Solution //
B2C, Design System,
Online Purchase Experience

Role // Design Lead

Responsibilities

  • Conducted user interviews to identify pain points

  • Redesigned the order editing interface

  • Developed transparent communication strategies

  • Collaborated with product and sales teams

Project specifications

Tools:

  • Figma

  • Adobe Illustrator

The Challenge

Yumi experienced a decline in orders due to:

  • Production Constraints: Limited customization options for users.

  • Communication Gaps: Users were unclear about the new subscription model, leading to incomplete purchases or cancellations.

Research & Insights

Through customer interviews, we discovered:

  • Transparency Issues: Users felt uninformed about business changes, leading to trust concerns.

  • Navigation Difficulties: The order editing process was cumbersome, deterring users from completing purchases.

Design Solutions

  1. Seamless Order Editing Interface: Enabled effortless navigation between selection screens and the cart, allowing users to easily track selected and remaining meals.

  2. Strategic Add-On Integration: Introduced post-order add-on options as one-time purchases, clearly communicated to avoid confusion with future orders.

  3. Transparent Communication Enhancements: Implemented clear messaging about production changes and subscription models, rebuilding user trust and confidence.

  • Oder Placed Dashboard

  • Popup Messaging

  • Order Edit Dashboard Collapsed

  • Order Edit Dashboard Expanded

  • Filtering Sheet

  • One-click Add On

  • Add On Confirmation

  • Order Confirmation

Impact & Results

Increased Order Completion Rates: Streamlined editing process led to a 20% reduction in cart abandonment.

Enhanced User Trust: Transparent communication improved customer retention by 15%.

Revenue Growth from Add-Ons: Strategic placement of add-on services resulted in a 10% increase in average order value.

Reflections & Learnings

This project underscored the importance of aligning user experience design with business operations and transparent communication. By prioritizing user needs and clarity, we revitalized customer trust and optimized the ordering experience, contributing to Yumi's sustained growth.

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Team
—
Product Manager: Elinor Shram
Design Lead: Mei Li
Developer: Don Morton, Patrick Reid, Alec Dibble, Kyle Noble