Made for
What I did
Research, Content Edit, UX & UI Design, A/B Testing
Tools I used
Sketch, Apple Numbers
Enhancing food safety transparency to empower user decisions
Collaborate with all the departments of Chunbo to help customers acknowledge how we address food safety issue in China, and build a trustful grocery business.
Context
In China, food safety is a serious problem that concerns people. Chunbo commits itself to provide safe food to the consumers, and has always been trying the best to reach the goal, like running organic farms, building testing lab, and sourcing the food from third-party suppliers, etc. How could we design a bridge between users and those efforts to foster trust with customers and decrease their decision-making cost?
Challenge
To guarantee that we can deliver the solution in a balanced way around the shopping routes, we must accurately translate the content into a clear format and place them reasonably across various platforms.
Besides, we assumed that the iteration would help users buy groceries with less hesitation, and needed to verify that before final launch.
Solution
Through interviewing with multiple colleagues from different departments, such as buyers, growers, food testers, storage and delivery managers, etc, I accessed their daily work and outcomes. In the meanwhile, I collaborated with the content department to organise and translate all the data in a structured and easy-understanding way.
To better empathise how to receive this information from users perspective, I revisited the previous user interview recordings to gain insights into their decision-making process during grocery shopping.
Outcome
We successfully designed series of valuable information to clarify what Chunbo has been doing for food safety, and integrated them into the grocery shopping experience. Based on the A/B testing before launch, the new design resulted more than 7% increase in the rate of adding item to the cart at Single Product Page.
Design Process
With the support from the content department, we summarised all the working efforts (related to food safety) from the interviews with other departments. Similarly, I extracted the user concerns (related to food safety) from the user interview recordings.
All these items we got were especially important to identify what effort we can display to address what concerns of users.
Based on the user concerns with food safety, I worked with the content department to create a serial of labels to further support clarifying the safety values of our products.
After clarified the mapping relationships between the user concerns and our working efforts, we implanted the structured content into the current digital experience.
I built a mind map to fully display all the stages of shopping in our platforms from first landing to final rating the products after received the packages. Based on the mind map, we inserted the data we got to assemble a primary solution.
Creating a Comprehensive and Structured Article to Fully Articulate Our Efforts for Food Safety
We wrote our story around the products selection criteria, food test standards, and food test lab, based on the information and data we got from each department. Our customers could find all the information they want to know about food safety at Chunbo across all the platforms.
Extracting Safe Labels to Address User Concerns
I extracted valuable information or data which could address user concerns with food safety, such as “chemical preservative free”, “gluten free”, “free range”, “colouring free”, etc, and used these labels to decrease users’ decision-making cost during shopping.
Same with the assumption, the result of A/B testing showed that with safe labels, users were more willing to add products into their cart. The rate of adding cart at the single product page increased more than 7%, comparing without the labels.
