Background
eMeals began in 2003 after the founders, two sisters from Birmingham, experienced frustration trying to find the time to shop for and make affordable meals to feed their families. They built a team of expert chefs, food writers and nutritionists to create meal plans with an eye for value. The service started as an email to customers which mapped out a meal plan and shopping list each week, later it became a downloadable PDF.
When I came on board, eMeals had a fairly basic mobile app that caused a lot of user frustration. Since the app’s initial release in 2012, mobile had evolved, new APIs, new platforms, user expectations were high. While striving to improve the user experience of a fantastic service, I took a peek at the brand positioning and design language. Here is the work:
User Research. It’s all about the moms.
Empathy Maps & Persona Building
