People have high expectations, especially if they have to commit to something.
People “expect” free shipping, and demand customizable options that fit their lifestyle. People are dissuaded from entering personal information too early, and committing to a subscription until they are confident that they will like the product. Whenever money is involved, earning and keeping the user’s trust is crucial.
Everyone sees things differently.
I was humbled that even after all the research I had done, there were still areas that needed improvement. For example, using the “+” symbol can mean a few different things, depending on the context. Some users don’t necessarily understand that it could mean “add meal to your order.” I was surprised by how much explanation is needed to let users know what to do.
Time is of utmost value.
Whether it’s daily life, or using digital products, people don’t have a lot of time to spare. People don’t want to invest too much time thinking about what to eat for (or cook) dinner. Similarly, when they visit a website, they want to exert less effort: to complete transactions in as few clicks as possible.
Subscriptions are polarizing.
People are cautious about how they spend their money, if it’s a recurring cost. They tend to be very opinionated about past subscription experiences, and can be skeptical about signing up for or trying a new one. This polarizing aspect of meal kit subscriptions inspired me to create something that could help solve this apprehension. How can I design Fresh Market to be different?
