Problem:

I was brought on board to help Duffl bring an idea out of conception and into a tangible feature. Duffl wanted to integrate a new monthly subscription feature that would allow users to enjoy fun, unique benefits when subscribed to either the monthly or annual plan that is offered through the Duffl app.

Solution:

I had to goals in mind for this project. I first goal was to create the DufflPass feature that would allow Duffl to drive more organic traffic and increase customer retention. The second goal was to redesign the user experience and user interface for their app and homepage so that there could be a more cohesive user flow and brand identity across both platforms.

To resolve this problem, we had to first conduct some user research to identify our users' pain points that were causing an acute sense of disconnect between Duffl and recurring users

My first step in the design process is to conduct user research, to better understand the needs and motivations of new and recurring Duffl users, I conducted user research through online surveys and interviews with people (virtually and/or in-store) who have food, groceries, or anything else through Duffl. Through this research, I gathered insights on the pain points users face and was able to determine a viable solution to one of the most prominent pain points in all our users — the need for a Duffl rewards feature.

Based on user research as well as competitor analysis, I created a design system for Duffl’s new brand identity that would be implemented for the desktop and mobile redesign, as well as with the conceptualization of the new DufflPass. In this new design system, we included new styles, components, general design ↔ developer guidelines, and more. We also wanted to structure the DufflPass feature with a clear, intuitive hierarchy — with a focus on providing a seamless user experience. I developed a site map and navigation structure that allows users to easily find the information that they need in order to book an experience quickly and easily.

In the screens below, you will see the final product-ready version of Duffl’s mobile app. Scroll down to take a closer look at the finalized mockup screens of the DufflPass.

Based on user testing as well as heuristic evaluations that I performed, here is a breakdown of all the insights that I concluded based on resolution to several key pain points as well as overall redesigns. Through these updates, we were able to successfully create a product that our users loved while meeting company goals.

For Duffl’s website, we primarily wanted to redesign the first two sections so that users will be prompted to shop through the online store or download the app.

Throughout this project, I had a lot of fun learning more of Duffl and the amazing people that embody the delivery service. From interacting with Duffl Racers to speaking with the founder of Duffl, I learned so much and I am glad I was able to be a part of this short but thrilling adventure. Overall, I’d say that I am pleased of how this project came out. I would have liked to have conducted some usability tests and thorough user research. Nonetheless, despite the hiccups and constraints around this project, I was able to lead the design of this new feature and their website’s new redesigned interface.