https://kimjulia.cargo.site Julia 윤진 Mon, 09 Mar 2020 06:08:34 +0000 https://kimjulia.cargo.site en https://kimjulia.cargo.site/Product-Design Sun, 16 Feb 2020 00:50:18 +0000 Julia 윤진 https://kimjulia.cargo.site/Product-Design <img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6b95d8e3cc732ea74f45237ed82afb327adf17c1e02ac6b8327e3fd4487d2c04/toggle-txt.gif" data-mid="63037674" border="0" src="https://freight.cargo.site/w/1000/i/6b95d8e3cc732ea74f45237ed82afb327adf17c1e02ac6b8327e3fd4487d2c04/toggle-txt.gif" /><img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/b44436301c0c70782d758bb64d4bdce02190dc266b69bdae2b6f732848a36487/holiday-bundle-txt.gif" data-mid="63037671" border="0" src="https://freight.cargo.site/w/1000/i/b44436301c0c70782d758bb64d4bdce02190dc266b69bdae2b6f732848a36487/holiday-bundle-txt.gif" /><img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6d9fa617c6a3b8aa1af72c929912b73bedec680788e8b17cd86aced5d6e8ac70/new-meal-occasions-txt2.gif" data-mid="63037774" border="0" src="https://freight.cargo.site/w/1000/i/6d9fa617c6a3b8aa1af72c929912b73bedec680788e8b17cd86aced5d6e8ac70/new-meal-occasions-txt2.gif" /><img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/8f847a993f6017736ec5d2f5646d8e62847925519ba130b9dc3aaf00524d08c8/pass-txt.gif" data-mid="63037673" border="0" src="https://freight.cargo.site/w/1000/i/8f847a993f6017736ec5d2f5646d8e62847925519ba130b9dc3aaf00524d08c8/pass-txt.gif" /><img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/972c035da67a19e7347539143c2aef8f32687f4f576fb94f8d74b233bd8a663e/component-library-txt.gif" data-mid="63037670" border="0" src="https://freight.cargo.site/w/1000/i/972c035da67a19e7347539143c2aef8f32687f4f576fb94f8d74b233bd8a663e/component-library-txt.gif" /><img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/d31f0da9530f0cffed5478b2bb005619e06579fd77f54dacb6c82a0f67f388e3/ally-txt.gif" data-mid="63037669" border="0" src="https://freight.cargo.site/w/1000/i/d31f0da9530f0cffed5478b2bb005619e06579fd77f54dacb6c82a0f67f388e3/ally-txt.gif" /> https://kimjulia.cargo.site/Graphic-Design Sun, 16 Feb 2020 08:49:30 +0000 Julia 윤진 https://kimjulia.cargo.site/Graphic-Design <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" data-mid="62635843" border="0" src="https://freight.cargo.site/w/1000/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" /><img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" data-mid="62635843" border="0" src="https://freight.cargo.site/w/1000/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" /><img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" data-mid="62635843" border="0" src="https://freight.cargo.site/w/1000/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" /><img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" data-mid="62635843" border="0" src="https://freight.cargo.site/w/1000/i/986fb914a21c25c1fbb55a355d0ae58ca0f93e4839ace9e15febecfb1882c774/ip_16x9.jpg" /> https://kimjulia.cargo.site/Info Sun, 16 Feb 2020 00:50:19 +0000 Julia 윤진 https://kimjulia.cargo.site/Info Hello! I’m a product designer. I used to be a graphic designer. I enjoy solving problems with nice people who also enjoy solving problems.&nbsp; I love dogs. <img width="300" height="192" width_o="300" height_o="192" data-src="https://freight.cargo.site/t/original/i/0cb4594767f39686d34ed98f71596eaf2ffcf90f6e92f1926f459df03b0a5264/rottie.jpg" data-mid="61181263" border="0" src="https://freight.cargo.site/w/300/i/0cb4594767f39686d34ed98f71596eaf2ffcf90f6e92f1926f459df03b0a5264/rottie.jpg" /> ︎&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;︎&nbsp; &nbsp;Resume︎&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ︎ https://kimjulia.cargo.site/Resume Mon, 09 Mar 2020 06:08:34 +0000 Julia 윤진 https://kimjulia.cargo.site/Resume REFERENCES AVAILABLE UPON REQUEST <img width="2550" height="3300" width_o="2550" height_o="3300" data-src="https://freight.cargo.site/t/original/i/b22670bc14a652750297cbd82f93c39cfd396477c841db6036e341eb3eea0387/juliakim-2021.jpg" data-mid="121009299" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/b22670bc14a652750297cbd82f93c39cfd396477c841db6036e341eb3eea0387/juliakim-2021.jpg" /> Back ︎&nbsp; https://kimjulia.cargo.site/Family-Servings Sun, 16 Feb 2020 01:41:00 +0000 Julia 윤진 https://kimjulia.cargo.site/Family-Servings Product Design— 1. Family Servings I created a homepage interaction that helped us target families and taught us more about our customers. Content strategy, research, wireframing, prototyping, user testing, UI/UX, visual design, data and business metrics.&nbsp; Director of Product Design: Harper Lieblich Executive Creative Director: Clayton Perryman Product Manager: Rukmini Mahurkar Data Analyst: Helene Piquet Product Designer:&nbsp;👋️ Graphic Designer: 👋️Copy Director: Alicia Berbenick&nbsp; <img width="1500" height="582" width_o="1500" height_o="582" data-src="https://freight.cargo.site/t/original/i/75474c44a86e46dfa72c8167d1888922801854cd42d8a0e5e12c962b9ec2cf6e/headercropped.gif" data-mid="62541969" border="0" src="https://freight.cargo.site/w/1000/i/75474c44a86e46dfa72c8167d1888922801854cd42d8a0e5e12c962b9ec2cf6e/headercropped.gif" /> Opportunity At Plated, a subscription meal kit company, our most popular customer was ordering the 2 servings x 2 nights plan. We wanted to increase sales and business value by targeting prospects[1] who would order larger serving sizes.[1] PROSPECTS: new customers GoalShowcase the flexibility of our plans with a focus on families in order to increase plan sizes and conversion. HypothesisIf we could personalize our homepage to prioritize the needs of families, then higher serving-size customers would be more likely to subscribe. <img width="2000" height="1810" width_o="2000" height_o="1810" data-src="https://freight.cargo.site/t/original/i/582b01b384d6117536d878b6f1d641cfcdea9006e2c5e1eebc66ea8ac3e51d75/initial-sketch.gif" data-mid="62530020" border="0" src="https://freight.cargo.site/w/1000/i/582b01b384d6117536d878b6f1d641cfcdea9006e2c5e1eebc66ea8ac3e51d75/initial-sketch.gif" /> Initial sketches My initial approach to this project was to allow users to toggle between a “family” version vs a “non-family” version of the homepage. Through my explorations, I realized that no two families are the same and wanted to create an experience to reflect those findings. I started working through a variety of paradigms that were more personalized, using data inputs to streamline the sign-up flow process. Prototyping I synthesized my explorations and set up two prototypes for usability testing and research. At this stage, I had a rough idea of the content strategy and simply swapped in placeholder imagery that changed with the user’s selections. I was looking to see which experience users preferred and how either of the experiences could fit their needs. Prototype 1—Left The user could toggle between a “family” and “non-family” option and it would populate the respective content. Prototype 2—RightThe user could select how many people were in their family. <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6ab13b6c52e5e8b5502491a1df272f6182b986d34873f0e0197c2f3462b2e8cf/prototyping.gif" data-mid="62619020" border="0" src="https://freight.cargo.site/w/1000/i/6ab13b6c52e5e8b5502491a1df272f6182b986d34873f0e0197c2f3462b2e8cf/prototyping.gif" /> User research Using a hybrid method of the “Jobs-to-be-done (JTBD)” framework and general usability questions, I conducted research amongst 10 users. The JTBD framework would help me understand user needs and emotional triggers. The general usability questions would help me assess their response to the experiences. The population criteria included people with families who were actively using (or have tried) other meal kits. I chose this population for a number of reasons. These users would already have context about meal kits, allowing me to ask about the “jobs” meal kits were performing in their lives. Because conversion was an important metric, I sought users who had not yet experienced Plated. I wanted to learn more about the problems that these families faced when cooking with meal kits. I also wanted to gain insights on whether or not competitors and other solutions were better fitting their needs. <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/d4c5977bc35bf3f0c8af9bf812b4786e135369d1fbe9cfb432d5d4b28c2d21d2/JTBD-1.png" data-mid="63133665" border="0" src="https://freight.cargo.site/w/1000/i/d4c5977bc35bf3f0c8af9bf812b4786e135369d1fbe9cfb432d5d4b28c2d21d2/JTBD-1.png" /> <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/a7b77dfe5543741f4f05746e0f12b9e768b1349d5f266afef9793f6373071a2e/JTBD-2.png" data-mid="63133664" border="0" src="https://freight.cargo.site/w/1000/i/a7b77dfe5543741f4f05746e0f12b9e768b1349d5f266afef9793f6373071a2e/JTBD-2.png" /> <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/844cdf979e613c10f87406d30f5f7450af82b7ddbd4591f023af1b621ae31e87/JTBD-3.png" data-mid="63133663" border="0" src="https://freight.cargo.site/w/1000/i/844cdf979e613c10f87406d30f5f7450af82b7ddbd4591f023af1b621ae31e87/JTBD-3.png" /> <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/8c93b69cee9fee5edb39d7ec0ee2bca5b6b94611cdedd116497f5f63197ff8d0/JTBD-4.png" data-mid="63133662" border="0" src="https://freight.cargo.site/w/1000/i/8c93b69cee9fee5edb39d7ec0ee2bca5b6b94611cdedd116497f5f63197ff8d0/JTBD-4.png" /> <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/bdf7ba384fb148c65d4de777780427371bdb0d5483297ff70bb6efc253a01378/JTBD-5.png" data-mid="63134856" border="0" src="https://freight.cargo.site/w/1000/i/bdf7ba384fb148c65d4de777780427371bdb0d5483297ff70bb6efc253a01378/JTBD-5.png" /> <img width="1000" height="493" width_o="1000" height_o="493" data-src="https://freight.cargo.site/t/original/i/8119e2335d6b2a424b57b86baf2bf1313c6f52a9a2d1b088f25224434f9b8f56/JTBD-6.png" data-mid="63134857" border="0" src="https://freight.cargo.site/w/1000/i/8119e2335d6b2a424b57b86baf2bf1313c6f52a9a2d1b088f25224434f9b8f56/JTBD-6.png" /> Solution Using my research, I created an MVP version of a new home page. I moved forward with the counter, as users felt it was a more personalized, exciting experience. The content reflected the quality, variety, and flexibility of information that users requested during my research. We started the counter on “3 people” to feature this serving size. Even though our plans page only allowed users to choose between 2-, 3-, and 4-servings, this counter ranged from 1 person to 8 people. If the user had selected an existing plan option, we pre-selected that plan for the rest of their sign-up process. We were able to accommodate users looking for 5+ serving sizes. We also used the counter to track demand for different serving sizes. The footer was dynamic and changed with their selected serving size. <img width="2000" height="3138" width_o="2000" height_o="3138" data-src="https://freight.cargo.site/t/original/i/78c83935a6ebfd114aba1a07de4af72d7cc905593827b50280f7e2d90c935209/SOLUTION.jpg" data-mid="63136733" border="0" src="https://freight.cargo.site/w/1000/i/78c83935a6ebfd114aba1a07de4af72d7cc905593827b50280f7e2d90c935209/SOLUTION.jpg" /> Documentation Due to the quick turnaround of this project, I used my experience as a graphic designer to create the visual assets necessary for desktop and mobile. The interaction would populate dynamic assets based on the number of chosen servings. <img width="1147" height="336" width_o="1147" height_o="336" data-src="https://freight.cargo.site/t/original/i/0c42bcddd0c0d2750e322f54d166f6c4ac2c19abfec5e0e1cebcb533204225ab/desktopheader.gif" data-mid="63041564" border="0" src="https://freight.cargo.site/w/1000/i/0c42bcddd0c0d2750e322f54d166f6c4ac2c19abfec5e0e1cebcb533204225ab/desktopheader.gif" /> <img width="693" height="337" width_o="693" height_o="337" data-src="https://freight.cargo.site/t/original/i/c2ef3f782dc8147d0d58094c78d068013d2e9f5ab8465f0389d4aa2f8c1665e9/mobileheader.gif" data-mid="63041565" border="0" src="https://freight.cargo.site/w/693/i/c2ef3f782dc8147d0d58094c78d068013d2e9f5ab8465f0389d4aa2f8c1665e9/mobileheader.gif" /> <img width="691" height="2218" width_o="691" height_o="2218" data-src="https://freight.cargo.site/t/original/i/169c619123cd86fffed7972108efec9500230e8966f89c001342ee7543bf0044/Dynamic-CounterBehavior.png" data-mid="62629910" border="0" src="https://freight.cargo.site/w/691/i/169c619123cd86fffed7972108efec9500230e8966f89c001342ee7543bf0044/Dynamic-CounterBehavior.png" /> <img width="682" height="2412" width_o="682" height_o="2412" data-src="https://freight.cargo.site/t/original/i/cdd8c8313a06fcf6d4e43a4c7a93bd42c8a4bd50944fb2fc6c85fc11304076c7/Dynamic-Counter-bybreakpoint.png" data-mid="62629909" border="0" src="https://freight.cargo.site/w/682/i/cdd8c8313a06fcf6d4e43a4c7a93bd42c8a4bd50944fb2fc6c85fc11304076c7/Dynamic-Counter-bybreakpoint.png" /> <img width="607" height="1781" width_o="607" height_o="1781" data-src="https://freight.cargo.site/t/original/i/d1f9a29ab476f0124ec0727ffd253f4a7eb29c39e1bb251fbbc12f89e95d558f/Dynamic-FooterBehavior.png" data-mid="62629912" border="0" src="https://freight.cargo.site/w/607/i/d1f9a29ab476f0124ec0727ffd253f4a7eb29c39e1bb251fbbc12f89e95d558f/Dynamic-FooterBehavior.png" /> <img width="610" height="1279" width_o="610" height_o="1279" data-src="https://freight.cargo.site/t/original/i/9c71c382d78b01cd8c992299d95a29a3edb135e315480cc502058ecc975d335a/Dynamic-Footer-bybreakpoint.png" data-mid="62629911" border="0" src="https://freight.cargo.site/w/610/i/9c71c382d78b01cd8c992299d95a29a3edb135e315480cc502058ecc975d335a/Dynamic-Footer-bybreakpoint.png" /> Test plan Once the home page experience reached an MVP state, our data analyst and product manager created a test plan before rolling out the family toggle experience to 100% of our users. To more accurately measure the test’s performance, we opted to only use the header from the MVP design. The rest of the homepage remained the same. <img width="2000" height="585" width_o="2000" height_o="585" data-src="https://freight.cargo.site/t/original/i/d54300608f070fcf6231daa8ec7eef400ce052a6f76f2748ecef36a775f7b6f4/animated-header.gif" data-mid="61453959" border="0" src="https://freight.cargo.site/w/1000/i/d54300608f070fcf6231daa8ec7eef400ce052a6f76f2748ecef36a775f7b6f4/animated-header.gif" /> CONTROL GROUP: 50% traffic of prospects[1] to the “old” homepage. ~20k sessions.&nbsp; TEST GROUP: 50% traffic of prospects[1] to the “family servings” homepage. ~20k sessions.&nbsp; PRIMARY METRIC: Acquisition conversion rate (CVR)Expected impact: Test page should have no impact, or a positive impact on Acquisition CVR.&nbsp; SECONDARY METRIC:Serving size increaseExpected impact: Relative increase in the proportion of 3 or 4 serving acquisition in comparison to the control. DECISION MAKING CRITERIA:&nbsp; If statistically significant increase or no negative impact on primary metric, then roll out the test experience 100%. If statistically significant increase or no negative impact on secondary metric, then roll out the test experience 100%. If no significant increase in either metrics, then do not roll out experience. Analysis Primary Metric—Acquisition CVRThis test had no negative impact on our primary metric. <img width="723" height="320" width_o="723" height_o="320" data-src="https://freight.cargo.site/t/original/i/098c2f5b5c75b05ea85863f2169ba2355c0bfc65b08c34bf4f37103661996fcf/CVR-1.jpg" data-mid="63041262" border="0" src="https://freight.cargo.site/w/723/i/098c2f5b5c75b05ea85863f2169ba2355c0bfc65b08c34bf4f37103661996fcf/CVR-1.jpg" /> <img width="723" height="320" width_o="723" height_o="320" data-src="https://freight.cargo.site/t/original/i/f872e13bf1c0e7034a8b9d62aafde5cd918df98d7abaa36ebabce9f2a0e05d97/CVR-2.jpg" data-mid="63041263" border="0" src="https://freight.cargo.site/w/723/i/f872e13bf1c0e7034a8b9d62aafde5cd918df98d7abaa36ebabce9f2a0e05d97/CVR-2.jpg" /> <img width="723" height="320" width_o="723" height_o="320" data-src="https://freight.cargo.site/t/original/i/c87018ba0318e65ffbd416e00a72558848df2cdd45d4d1a7a32420898c3865c2/CRV-3.jpg" data-mid="63041233" border="0" src="https://freight.cargo.site/w/723/i/c87018ba0318e65ffbd416e00a72558848df2cdd45d4d1a7a32420898c3865c2/CRV-3.jpg" /> Secondary Metric—Serving size increase This test had a statistically significant increase on our secondary metric.&nbsp; <img width="1096" height="584" width_o="1096" height_o="584" data-src="https://freight.cargo.site/t/original/i/0a7fe44f39d7b18eca995d1ea6180bcd8d30d84330eacd1bbb3a655b7caeb53c/Test1analysis.jpg" data-mid="62536895" border="0" src="https://freight.cargo.site/w/1000/i/0a7fe44f39d7b18eca995d1ea6180bcd8d30d84330eacd1bbb3a655b7caeb53c/Test1analysis.jpg" /> <img width="1096" height="584" width_o="1096" height_o="584" data-src="https://freight.cargo.site/t/original/i/385fb8a70c8f27d13d3cf8627148ccffd571436924287db1a8e945d7a6b44a61/Test2analysis.jpg" data-mid="62536896" border="0" src="https://freight.cargo.site/w/1000/i/385fb8a70c8f27d13d3cf8627148ccffd571436924287db1a8e945d7a6b44a61/Test2analysis.jpg" /> SummaryBased on the decision-making criteria in our test plan, the results from both metrics helped us to decide to roll out the family toggle experience to 100% of Prospects[1]. LearningsWe learned more about our users tolerance to dynamic content. This gave the product and creative teams more room to plan for personalized dynamic content in the future. From our analytics and research, we gained the insight that showcasing our serving size capabilities did infact shift the type of customer that was converting from a propspect[1] to a new user. “The family servings” interaction was rolled out to 100% of users. We tried testing the experience as a control against a new direction, but the new direction resulted in a negative impact in conversion while the control remained consistent. We continued to use the “family servings” interaction on our homepage. Though this test was successful, I would have liked to take our user testing further, asking users different questions and creating more data for our teams. https://kimjulia.cargo.site/Holiday-Bundles Sun, 16 Feb 2020 00:50:20 +0000 Julia 윤진 https://kimjulia.cargo.site/Holiday-Bundles Product Design— 2. Holiday&nbsp;BundlesI created a custom landing page experience that merchandised holiday-specific products. Cross-functional collaboration, user flows, UI/UX, responsive web design, content strategy, user behavior tracking, data and business metrics. Product Manager: Helen Piquet Engineers: Lin Yang, Paris Yee Product Designer:&nbsp;👋️ Data Analyst: Matt Stone Graphic Designer: Sam Stone Copy Director: Alicia Berbenick Art Director: Aica Domingo Executive Creative Director: Clayton Perryman Photography: Ashley Schleeper, Maeve Sheridan Studio Producer: Nadya Grace Project Manager: Andrea DeFrancis Marketing: Philippia Vaarstra Culinary: Rachael Stuart, Andrea Folkers, Michelle Kresch&nbsp; <img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/58cd442a3fc58f361d3a404f270e55a846ba1f8ece225815e6b3917ecc2c97a1/TG-Dark-Tablescape.jpg" data-mid="61256002" border="0" src="https://freight.cargo.site/w/1000/i/58cd442a3fc58f361d3a404f270e55a846ba1f8ece225815e6b3917ecc2c97a1/TG-Dark-Tablescape.jpg" /> &nbsp; Problem At Plated, a subscription meal kit company, our business metrics from the previous years showed that orders tended to decrease during the holidays. In response, we created holiday-specific solutions for our users. Goal Use Thanksgiving as an opportunity to provide two new convenient Thanksgiving dinner options, complete with step-by-step instructions, that are easy to order and easy to make. Hypothesis We can maintain—or even increase—order rates during the holidays if we provide a more convenient, curated holiday experience. Userflows <img width="2000" height="1264" width_o="2000" height_o="1264" data-src="https://freight.cargo.site/t/original/i/8f8a45e3149d3c45ddb381d37318ee82c08c636baa094e9fe7583dd0b403e91b/Bundle-User-Flows-2000x1264.png" data-mid="63042876" border="0" src="https://freight.cargo.site/w/1000/i/8f8a45e3149d3c45ddb381d37318ee82c08c636baa094e9fe7583dd0b403e91b/Bundle-User-Flows-2000x1264.png" /> We decided to create a dedicated landing page for two holiday bundles. I worked closely with my PM and our dedicated engineers to devise the user flows. We needed three different flows, because of our three types of customers: active, lapsed, and prospects[1]. We also mapped out native flows for active and lapsed users who may be exposed to this offering through the app. Marketing was working closely with Creative to generate customer touch point assets that would enter users into our flow: email communications, menu page banners, paid social ads, an in-box insert, account notifications, and, for native, a push notification. [1] ACTIVE: accounts with an active orders LAPSED: inactive accounts PROSPECTS: new customers Explorations <img width="1200" height="3814" width_o="1200" height_o="3814" data-src="https://freight.cargo.site/t/original/i/7366944de70acee71367d75e3b836496abf5257eb1cdec69843aa248bedd1af9/Web-Desktop-Actives-option-2.png" data-mid="61263363" border="0" data-marker-id="6" src="https://freight.cargo.site/w/1000/i/7366944de70acee71367d75e3b836496abf5257eb1cdec69843aa248bedd1af9/Web-Desktop-Actives-option-2.png" /> <img width="1200" height="3253" width_o="1200" height_o="3253" data-src="https://freight.cargo.site/t/original/i/8ba1706de3b7e78396d719c8a95f6cf60e60d7460822143cb7ac3a023f7beb29/Web-Desktop-Actives-option-3.png" data-mid="61263364" border="0" data-marker-id="5" src="https://freight.cargo.site/w/1000/i/8ba1706de3b7e78396d719c8a95f6cf60e60d7460822143cb7ac3a023f7beb29/Web-Desktop-Actives-option-3.png" /> <img width="1200" height="3814" width_o="1200" height_o="3814" data-src="https://freight.cargo.site/t/original/i/5509000b1e74c3fa548dfb4909c2ae15f97208d938c593200402d4be0492f7d0/Web-Desktop-Actives-option-4.png" data-mid="61263365" border="0" data-marker-id="4" src="https://freight.cargo.site/w/1000/i/5509000b1e74c3fa548dfb4909c2ae15f97208d938c593200402d4be0492f7d0/Web-Desktop-Actives-option-4.png" /> <img width="1200" height="3479" width_o="1200" height_o="3479" data-src="https://freight.cargo.site/t/original/i/79b28393b1705b0919e63ee05bfaf371ebd71793d18ca7094128ae2ac2688f3e/Web-Desktop-Actives-option-6.png" data-mid="61263366" border="0" data-marker-id="3" src="https://freight.cargo.site/w/1000/i/79b28393b1705b0919e63ee05bfaf371ebd71793d18ca7094128ae2ac2688f3e/Web-Desktop-Actives-option-6.png" /> <img width="1200" height="3362" width_o="1200" height_o="3362" data-src="https://freight.cargo.site/t/original/i/9a69e91dd64b83dd8ef38fd6d30168aee2aa8420b77da1c44b4e971ade622326/Web-Desktop-Actives.png" data-mid="61263367" border="0" data-marker-id="2" src="https://freight.cargo.site/w/1000/i/9a69e91dd64b83dd8ef38fd6d30168aee2aa8420b77da1c44b4e971ade622326/Web-Desktop-Actives.png" /> FUTURE PROOFThe approach had to be strategic and systematic. We wanted to maximize our efforts and create an extendable solution for future holidays. SIMILAR BUT DIFFERENTThere were 2 options to choose. 1: “The Full Feast”—a whole Thanksgiving meal that replaced your entire subscription box.2: “Just The Extras”—appetizers, sides, and desserts that were added to your regular box. COMPLICATED OPERATIONSAdding/removing a “bundle” of recipes introduced complications because our existing platform was designed for adding and removing one recipe at a time. A LOT TO DISTILLWith a lot of information (price, recipes, servings, offers, etc.) this experience had to be clear without overwhelming our users. We also had to introduce the concept of adding bundles of recipes to a box from this landing page. Solution<img width="1692" height="4218" width_o="1692" height_o="4218" data-src="https://freight.cargo.site/t/original/i/6e8aa6b222196296e3555badb790d849325cfb5bd6cb4da0c0ba045114c7c85b/solution.jpg" data-mid="63042783" border="0" src="https://freight.cargo.site/w/1000/i/6e8aa6b222196296e3555badb790d849325cfb5bd6cb4da0c0ba045114c7c85b/solution.jpg" /> InteractionAfter composing the general layout of the page, I focused on the “browse” and “purchase” interactions. My intent was to have users spend the most time exploring the recipes. The card-like containers helped differentiate the products while providing a sense of tangibility. The recipe photo carousel became the focal point for both products. To supplement the carousel, there’s an expandable drawer that lists out the menu items for each bundle—allowing the user to quickly assess the contents of each one. After many iterations and rounds of feedback, I was able to lean on our new design system to help make decisions on the remaining details. <img width="800" height="563" width_o="800" height_o="563" data-src="https://freight.cargo.site/t/original/i/d24126ff2ce127c57ba7693757aa537a5b2e35b3aaed8fb410328a1c99076e3c/TG-interaction.gif" data-mid="61256967" border="0" src="https://freight.cargo.site/w/800/i/d24126ff2ce127c57ba7693757aa537a5b2e35b3aaed8fb410328a1c99076e3c/TG-interaction.gif" /> Customer touch points&nbsp; BOX INSERT <img width="3578" height="2562" width_o="3578" height_o="2562" data-src="https://freight.cargo.site/t/original/i/cdbfb9316bffb6db60a9f0268c6e0fdff111d4de2c2596b6f721e99f8249da39/curated-tg-menu.png" data-mid="61450814" border="0" src="https://freight.cargo.site/w/1000/i/cdbfb9316bffb6db60a9f0268c6e0fdff111d4de2c2596b6f721e99f8249da39/curated-tg-menu.png" /> <img width="2156" height="1542" width_o="2156" height_o="1542" data-src="https://freight.cargo.site/t/original/i/48c2694fe9b9c454660c21681ec468bc9e4cc1aa8d9e649a43583476f0173c21/two-up.png" data-mid="61450817" border="0" src="https://freight.cargo.site/w/1000/i/48c2694fe9b9c454660c21681ec468bc9e4cc1aa8d9e649a43583476f0173c21/two-up.png" /> EMAILS <img width="653" height="2560" width_o="653" height_o="2560" data-src="https://freight.cargo.site/t/original/i/a72a0dea4dc276c48b861efa378cff0ddf5b22231531f160f3372ede9a512f3b/TG-Email-1.jpg" data-mid="61451156" border="0" src="https://freight.cargo.site/w/653/i/a72a0dea4dc276c48b861efa378cff0ddf5b22231531f160f3372ede9a512f3b/TG-Email-1.jpg" /> <img width="486" height="2560" width_o="486" height_o="2560" data-src="https://freight.cargo.site/t/original/i/b1cf8c8e760ebf4c6a72e9de0c6d25f63cc671ef2527469fe583d105e8692dc0/TG-Email-2.jpg" data-mid="61451157" border="0" src="https://freight.cargo.site/w/486/i/b1cf8c8e760ebf4c6a72e9de0c6d25f63cc671ef2527469fe583d105e8692dc0/TG-Email-2.jpg" /> <img width="598" height="2560" width_o="598" height_o="2560" data-src="https://freight.cargo.site/t/original/i/bd484a9f558635be2859e51b51a421c54780a03cf9ed427f99c0af851e764223/TG-Email-3.jpg" data-mid="61451158" border="0" src="https://freight.cargo.site/w/598/i/bd484a9f558635be2859e51b51a421c54780a03cf9ed427f99c0af851e764223/TG-Email-3.jpg" /> User behavior <img width="1320" height="3335" width_o="1320" height_o="3335" data-src="https://freight.cargo.site/t/original/i/458172a80ae03917edf8e49190659e2d2ac7aacbe7ad93e7d1198e5c55582233/Heatmap-Thanksgiving-Subscribers-desktop-old-pricing--10-31-2019.jpg" data-mid="61258420" border="0" src="https://freight.cargo.site/w/1000/i/458172a80ae03917edf8e49190659e2d2ac7aacbe7ad93e7d1198e5c55582233/Heatmap-Thanksgiving-Subscribers-desktop-old-pricing--10-31-2019.jpg" />Heat Map—Desktop Users seem to be interacting slightly more frequently with “The Full Feast” option. The hot spots show that both carousels are being utilized by our users. There is also a fair amount of activity on the expanding details menu for both options.&nbsp; <img width="1280" height="3335" width_o="1280" height_o="3335" data-src="https://freight.cargo.site/t/original/i/87d5153e156db2b80231f630b96a8f6b05b7ea1771e438c8538cdc2d3ad69511/Scrollmap-Thanksgiving-Subscribers-desktop-old-pricing--10-31-2019.jpg" data-mid="61258421" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/87d5153e156db2b80231f630b96a8f6b05b7ea1771e438c8538cdc2d3ad69511/Scrollmap-Thanksgiving-Subscribers-desktop-old-pricing--10-31-2019.jpg" /> Scroll Map—Desktop The users are most focused on the product options, with little to no utilization of the bottom of the page. “Just The Extras” section has a bit more scroll activity, but this could be due to the fact that it’s closer to the fold. <img width="1792" height="1694" width_o="1792" height_o="1694" data-src="https://freight.cargo.site/t/original/i/c43542d275ad5b6e92c13ae5a24ee388e530fcef058d3b9c4e6a14e1dfe667ed/Bundle-In-Box-Count.png" data-mid="61267802" border="0" src="https://freight.cargo.site/w/1000/i/c43542d275ad5b6e92c13ae5a24ee388e530fcef058d3b9c4e6a14e1dfe667ed/Bundle-In-Box-Count.png" />In-Box Count by Delivery Schedule (DS) Between the two available delivery days for this offer, DS 1948 (the week closer to Thanksgiving) was significantly more popular for users who purchased “The Full Feast.” There is an increase in the same DS for the “Just the Extras” customers, but overall users were more frequently purchasing “The Full Feast” option.&nbsp; <img width="1648" height="1593" width_o="1648" height_o="1593" data-src="https://freight.cargo.site/t/original/i/318b330b8722c6d11f7e7d7ecbfbdd513012793d255f3856913cc8bd000ea9ac/In-Box-Count-by-Most-Recent-Plan.png" data-mid="61267803" border="0" data-scale="98" src="https://freight.cargo.site/w/1000/i/318b330b8722c6d11f7e7d7ecbfbdd513012793d255f3856913cc8bd000ea9ac/In-Box-Count-by-Most-Recent-Plan.png" />Orders by (Servings x Night) Plans and Delivery Schedule (DS)&nbsp; We can see that DS 1948 brought in a few acquisitions via both offerings. Most customers who ordered, were on the 3x2 (servings x nights) plan for both offerings. The 2x2 plan “Full Feast” customers for DS 1948 ordered slightly more than the highest order rate for the “Just the Extras” option. Learnings When I started working on this, I noticed “The Full Feast” price was nearly three times as much as the other option and was curious to see how it would perform. In spite of the cost, it out-performed “Just the Extras”—seeming to confirm that we successfully provided a convenient solution for our users. Due to this project’s quick turnaround, we had to deprioritize user testing. If we’d had the time, we could’ve had a better understanding of what information people needed, and it could have given us some insight into customer interest. Knowing these insights could have solved a lot of the hierarchy issues. <img width="3000" height="2001" width_o="3000" height_o="2001" data-src="https://freight.cargo.site/t/original/i/75a948c7401917cef01c37c43eec5a7391ce6091d2ca768c4e86baf9da394db9/GRANDPA_SON_PIE_426-1.jpg" data-mid="61258201" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/75a948c7401917cef01c37c43eec5a7391ce6091d2ca768c4e86baf9da394db9/GRANDPA_SON_PIE_426-1.jpg" /> https://kimjulia.cargo.site/New-Meal-Occassions Sun, 16 Feb 2020 00:50:20 +0000 Julia 윤진 https://kimjulia.cargo.site/New-Meal-Occassions Product Design— 3. New Meal OccassionsI worked with a team to introduce new meal occasions. We wanted to enrich the way people ate by providing Plated recipes for more meals throughout the day. Design, UI/UX, user flows, cross-platform experience, user research, market research, business metrics, content strategy, cross-functional collaboration. Product Manager: Tyler Smith Project Manager: Laura Pellegrino Engineering Manager: Judah Anthony Engineers: Chris Lee, Chris Schalago, Alex Deschamps iOS Engineers: Nick LoBue, Dan Hassan Android Engineer: Charlie Christensen Senior Product Designer: Justin Pierce Product Designer:&nbsp;👋️ Data Science: Barbara Stekas Data Analyst: Lisa Yau Copy Director: Alicia Berbenick Marketing: Francesca Vaccari, Philippia Vaastra Culinary: Andrea Folkerts, Michelle Kresch Operations: Dale Trigger, Corbin DiGianniSourcing: Devika Kumar&nbsp; <img width="2280" height="1520" width_o="2280" height_o="1520" data-src="https://freight.cargo.site/t/original/i/e2df4643fc6b9ce5f75568b3c26bd77828455877d723c10df883de5e9a7c6d64/brunch.png" data-mid="63148482" border="0" src="https://freight.cargo.site/w/1000/i/e2df4643fc6b9ce5f75568b3c26bd77828455877d723c10df883de5e9a7c6d64/brunch.png" /> Overview At Plated, a subscription meal kit company, we only offered dinner options. In an effort to innovate our product, our team launched multiple initiatives: Brunch, Protein Upgrades, Appetizers and Sides, over the course of two quarters. Our business goal was to increase our average order value (AOV) by 2.7% in that 6-month time frame. This case study is focused on our Brunch initiative, as it was our first initiative, and it created the learnings and framework for those that followed. OpportunityInnovate our product line with meal occasions outside of dinner. “Breakfast” was an opportunity that none of our competitors were offering. Goal Create a “breakfast” add-on for users. Discover demand for the new product and figure out the operations and experiences necessary to scale our new product nationally. HypothesisUsers have a desire to cook with Plated for more meals throughout their day. A “breakfast” option would allow our users to start and end the day with Plated. Research &nbsp; Knowing that we wanted to start our new product initiatives with the introduction of breakfast, we worked with our parent company, Albertsons, and used their customer database to find some initial learnings. &nbsp; <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/e4972183c3bcf5cd00bf351566aee2c70d6124277c547f50c2066d24dba2d5db/3rd-party-key-takeaway.png" data-mid="63345677" border="0" src="https://freight.cargo.site/w/1000/i/e4972183c3bcf5cd00bf351566aee2c70d6124277c547f50c2066d24dba2d5db/3rd-party-key-takeaway.png" /> <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/bdc977556534ef268a341b9ae0e634f6e789c490c710d5b92732dc9ad5c728c2/3rd-party-key-takeaway-copy-5.png" data-mid="63423764" border="0" src="https://freight.cargo.site/w/1000/i/bdc977556534ef268a341b9ae0e634f6e789c490c710d5b92732dc9ad5c728c2/3rd-party-key-takeaway-copy-5.png" /> <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/978ef8c5d8d74d0b3e16a720ceafd2597541411009ff82d77124103d388fd603/3rd-party-key-takeaway-copy.png" data-mid="63345685" border="0" src="https://freight.cargo.site/w/1000/i/978ef8c5d8d74d0b3e16a720ceafd2597541411009ff82d77124103d388fd603/3rd-party-key-takeaway-copy.png" /> <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/26e48a804f8e9cf1f7ae480a52151201f4a5662264cc17daa05ebb960cecec1c/3rd-party-key-takeaway-copy-6.png" data-mid="63345684" border="0" src="https://freight.cargo.site/w/1000/i/26e48a804f8e9cf1f7ae480a52151201f4a5662264cc17daa05ebb960cecec1c/3rd-party-key-takeaway-copy-6.png" /> <img width="1000" height="267" width_o="1000" height_o="267" data-src="https://freight.cargo.site/t/original/i/64e1bb5399086e23e1c40f8d506e159707b555a6446ad90ac0ff4a2dc39d968a/3rd-party-key-takeaway-copy-3.png" data-mid="63345681" border="0" src="https://freight.cargo.site/w/1000/i/64e1bb5399086e23e1c40f8d506e159707b555a6446ad90ac0ff4a2dc39d968a/3rd-party-key-takeaway-copy-3.png" /> <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/1eb1d1b69248dc434b65473caa52f5737da8afecc7df3b40cef0229fa53b60db/3rd-party-key-takeaway-copy-7.png" data-mid="63423766" border="0" src="https://freight.cargo.site/w/1000/i/1eb1d1b69248dc434b65473caa52f5737da8afecc7df3b40cef0229fa53b60db/3rd-party-key-takeaway-copy-7.png" /> <img width="1000" height="267" width_o="1000" height_o="267" data-src="https://freight.cargo.site/t/original/i/47f64300394b2617c43583f26bb2c06ea33f34a100feda522df27b5cd45a8806/3rd-party-key-takeaway-copy-9.png" data-mid="63345678" border="0" src="https://freight.cargo.site/w/1000/i/47f64300394b2617c43583f26bb2c06ea33f34a100feda522df27b5cd45a8806/3rd-party-key-takeaway-copy-9.png" /> <img width="1000" height="267" width_o="1000" height_o="267" data-src="https://freight.cargo.site/t/original/i/5dc80833faad683c88e5c5cfc60d3f4346ee488e1705d2fde7da9a4e3f1cd1a1/3rd-party-key-takeaway-copy-4.png" data-mid="63345679" border="0" src="https://freight.cargo.site/w/1000/i/5dc80833faad683c88e5c5cfc60d3f4346ee488e1705d2fde7da9a4e3f1cd1a1/3rd-party-key-takeaway-copy-4.png" /> <img width="1000" height="266" width_o="1000" height_o="266" data-src="https://freight.cargo.site/t/original/i/cbfb2fee36431e2f467da5e323ac3591e8d688a59778a6d6fa011cf214c57f87/3rd-party-key-takeaway-copy-2.png" data-mid="63423765" border="0" src="https://freight.cargo.site/w/1000/i/cbfb2fee36431e2f467da5e323ac3591e8d688a59778a6d6fa011cf214c57f87/3rd-party-key-takeaway-copy-2.png" /> We used the Jobs-to-be-done (JTBD) framework in the next step of our research process. The senior designer and I worked together to interview 9 users over the phone about breakfast/brunch.&nbsp; &nbsp; <img width="1000" height="615" width_o="1000" height_o="615" data-src="https://freight.cargo.site/t/original/i/9a6b803e627fab6b3a97f26d74311665e173f8556854900e83846a567745f9b7/Jobs-to-be-done.png" data-mid="63344564" border="0" src="https://freight.cargo.site/w/1000/i/9a6b803e627fab6b3a97f26d74311665e173f8556854900e83846a567745f9b7/Jobs-to-be-done.png" /> <img width="1000" height="615" width_o="1000" height_o="615" data-src="https://freight.cargo.site/t/original/i/383eb70a7029b5d678c7c7c54d36af32a44df383e65a0ce764186c154bd54f6c/Jobs-to-be-done-2.png" data-mid="63423224" border="0" src="https://freight.cargo.site/w/1000/i/383eb70a7029b5d678c7c7c54d36af32a44df383e65a0ce764186c154bd54f6c/Jobs-to-be-done-2.png" /> <img width="1000" height="615" width_o="1000" height_o="615" data-src="https://freight.cargo.site/t/original/i/c01b67df6ef5f60cdec07b8878cc4318b79f871862e08e65f6d595303986047b/Jobs-to-be-done-3.png" data-mid="63423337" border="0" src="https://freight.cargo.site/w/1000/i/c01b67df6ef5f60cdec07b8878cc4318b79f871862e08e65f6d595303986047b/Jobs-to-be-done-3.png" /> <img width="1000" height="615" width_o="1000" height_o="615" data-src="https://freight.cargo.site/t/original/i/fa2a052b6a6a3e6a060ec01e82ca5ae120db7520f9e145c7481aca276d2266ca/Jobs-to-be-done-4.png" data-mid="63345541" border="0" src="https://freight.cargo.site/w/1000/i/fa2a052b6a6a3e6a060ec01e82ca5ae120db7520f9e145c7481aca276d2266ca/Jobs-to-be-done-4.png" /> The interviews confirmed a lot but also revealed some new information. After these rounds of qualitative research, our team agreed to pursue Brunch as our first initiative. This research was integral in our decision to follow the route of brunch over breakfast. People were willing to enjoy and spend time on their weekend brunches. User Flows The senior designer and myself worked on the userflows. We knew that this was going to be released to customers on all platforms, so we had to consider both the web and native flows. Being a subscription service, we also had to consider how the flows would affect active, inactive, and new users.&nbsp;We were introducing a behavior where users could add food to their box from the landing page. This meant we had to consider how this landing page functionality would integrate with our existing add-to-box flow. &nbsp; <img width="2000" height="1337" width_o="2000" height_o="1337" data-src="https://freight.cargo.site/t/original/i/4afd6fa304115d9a72b17a282b580327df8a48819f5d502d29db286bf7e3a5e3/User-Flows.png" data-mid="63139147" border="0" src="https://freight.cargo.site/w/1000/i/4afd6fa304115d9a72b17a282b580327df8a48819f5d502d29db286bf7e3a5e3/User-Flows.png" /> Deliverables <img width="1230" height="1598" width_o="1230" height_o="1598" data-src="https://freight.cargo.site/t/original/i/828f922c8379107fbb4251fc1e2f1703f77241730360cafa125ed83edab21ce7/00-weekly-menu.jpg" data-mid="63419243" border="0" src="https://freight.cargo.site/w/1000/i/828f922c8379107fbb4251fc1e2f1703f77241730360cafa125ed83edab21ce7/00-weekly-menu.jpg" /> Weekly menus First I created a Brunch call-out on the weekly menus page. The weekly menus page is the landing page for all logged-in, subscribed users. This new call-out linked directly to the Brunch landing page. &nbsp;It was one of the main entry points of access to the Brunch landing page from our user flows. <img width="1230" height="1598" width_o="1230" height_o="1598" data-src="https://freight.cargo.site/t/original/i/23e972ba7a64d8eec4ccd9551b1d4e4c3b10a2ef58958892d0eed84ac3d7fa63/00-box-management.jpg" data-mid="63419246" border="0" src="https://freight.cargo.site/w/1000/i/23e972ba7a64d8eec4ccd9551b1d4e4c3b10a2ef58958892d0eed84ac3d7fa63/00-box-management.jpg" /> Box managementThe box management page also had a call-out that linked to the Brunch landing page. Here, users added or removed recipes within their box. We implemented recipe filtering on this page, so we added a Brunch filter to the front of the list. We added a “BRUNCH” tag to the recipe tiles. We also added a small black bar that showed serving size and provided confirmation when the user added a Brunch recipe to the box. To be explicit on cost, we included the price in the “Add to box” CTA for Brunch recipes. These recipe tile components were also used on the Brunch landing page. <img width="398" height="831" width_o="398" height_o="831" data-src="https://freight.cargo.site/t/original/i/89935a0724b120b5f7667db540abf0c877d2e23baeefcc3a5e5aac2cd26c736a/00-ios1.jpg" data-mid="63419245" border="0" src="https://freight.cargo.site/w/398/i/89935a0724b120b5f7667db540abf0c877d2e23baeefcc3a5e5aac2cd26c736a/00-ios1.jpg" /> <img width="398" height="831" width_o="398" height_o="831" data-src="https://freight.cargo.site/t/original/i/f4cb0cbdb7bb39a7ed0ac4cf74fae588953a07bbf2adcd4986ad372651d1201a/00-ios2.jpg" data-mid="63419244" border="0" src="https://freight.cargo.site/w/398/i/f4cb0cbdb7bb39a7ed0ac4cf74fae588953a07bbf2adcd4986ad372651d1201a/00-ios2.jpg" /> Native On both iOS and Android, we added the same “BRUNCH” tag to the main native recipe tiles, and included the info bar. The information bar had the serving size and the cost of the Brunch recipe. We also incorporated the same Brunch filter from the box management page and brought Brunch recipes to the beginning of the recipe browsing section. When users added a brunch recipe to their box, the smaller recipe “tile” included a modified “BRUNCH” tag with an information bar that provided the price. <img width="2000" height="5213" width_o="2000" height_o="5213" data-src="https://freight.cargo.site/t/original/i/50359da25e1aaf05f50b39674372aaa5b6a6dd376d814e0840c9ee941515a77d/SOLUTION.jpg" data-mid="63149112" border="0" src="https://freight.cargo.site/w/1000/i/50359da25e1aaf05f50b39674372aaa5b6a6dd376d814e0840c9ee941515a77d/SOLUTION.jpg" /> Landing PageWith our tight engineering bandwidth and timelines, our team agreed that it would be most efficient to reuse our existing recipe tile component. The recipe tile always had an image, recipe title, recipe tags, a quick facts interaction, and the capability to add recipes directly to the box. This decision informed a lot of the design on this page. We started with a hero that introduced the product. The landing page then used the recipe tiles to showcase the 4 weekly Brunch recipes. We included more content to merchandise the product in an effort to provide as much information about the new offering as possible. Implementation Brunch was available on the web and our native apps. In order to learn more about the demand, we opted to pilot the experience in the midwest with one of our fulfillment centers. We were also closely tracking which types of brunch recipes were more popular with users. Once we had gained some insights from our 9-week pilot, we decided to scale the offering nationwide. Pilot We launched our Brunch pilot to over 10,000 zip codes from our Midwest Fulfillment Center in Chicago. Users were adding recipes to their boxes before we sent out communications to our customers. Over a 9-week period, we had an average of 130 orders a week with a high of 214 orders and a low of 73 orders ScaleWith the success of our pilot, we wanted to expand to as many users as possible. We did a nationwide scale to increase order volume. We expanded from our pilot set of 10,000 users to all ~70,000 of our users. During our first week of scale, we had 932 orders, compared to our pilot average of 130 brunch orders a week. <img width="1500" height="750" width_o="1500" height_o="750" data-src="https://freight.cargo.site/t/original/i/0582f8614ff90925e397b3d20dcfa250b850881aca65a09134eba9c8d097c22a/active-orders-x-time.png" data-mid="63338056" border="0" src="https://freight.cargo.site/w/1000/i/0582f8614ff90925e397b3d20dcfa250b850881aca65a09134eba9c8d097c22a/active-orders-x-time.png" /> ACTIVE ORDERS x TIME We saw a steady increase week after week on brunches being ordered. We had the largest increase when we scaled across the nation.&nbsp; <img width="1500" height="750" width_o="1500" height_o="750" data-src="https://freight.cargo.site/t/original/i/b32a947a5edff12d0e461d1e521a31e768eaa4c51a9eae1486b08a345b171e27/brunches-ordered-x-delivery-week.png" data-mid="63338054" border="0" src="https://freight.cargo.site/w/1000/i/b32a947a5edff12d0e461d1e521a31e768eaa4c51a9eae1486b08a345b171e27/brunches-ordered-x-delivery-week.png" /> BRUNCHES ORDERED x DELIVERY We had consistent orders until we scaled the offering from one fulfillment center to across the nation. The demand had traction and the increase in orders grew with the increase of customers we made the offering available to. <img width="1500" height="750" width_o="1500" height_o="750" data-src="https://freight.cargo.site/t/original/i/c47837281d409b3c0d94a82c63f56abf280e04e62934b6e4690b6481f940f8bd/top-selling-recipes.png" data-mid="63338055" border="0" src="https://freight.cargo.site/w/1000/i/c47837281d409b3c0d94a82c63f56abf280e04e62934b6e4690b6481f940f8bd/top-selling-recipes.png" /> TOP SELLING RECIPES There was a variety of sweet and savory recipes that became our most popular, but a sweet recipe of Pumpkin Pancakes championed the favorites. User Behavior&nbsp; <img width="1000" height="2151" width_o="1000" height_o="2151" data-src="https://freight.cargo.site/t/original/i/be8d0b8b232af6b2d1a1c8e27d23eee601e6694cb4d8223a8de65cf0bfbd9310/brunch-crazy-eggscroll-map.jpg" data-mid="63339098" border="0" src="https://freight.cargo.site/w/1000/i/be8d0b8b232af6b2d1a1c8e27d23eee601e6694cb4d8223a8de65cf0bfbd9310/brunch-crazy-eggscroll-map.jpg" /> Scroll Map—Desktop Users were spending the most time in the area that they could order the brunches. Not very many users utilized the whole landing page.&nbsp; <img width="1000" height="2151" width_o="1000" height_o="2151" data-src="https://freight.cargo.site/t/original/i/82e2a81671234330c2f76161bc94f83a3568138a5ee4800f8ff04d034dc48a44/brunch-crazy-eggconfetti.jpg" data-mid="63339099" border="0" src="https://freight.cargo.site/w/1000/i/82e2a81671234330c2f76161bc94f83a3568138a5ee4800f8ff04d034dc48a44/brunch-crazy-eggconfetti.jpg" /> Confetti Click Map—by device Users were mostly going directly to manage their box. They were also clicking into the recipe tile. They were also clicking directly into the recipe images. Of 1362 sessions, 730 were on desktop, 515 were accessing the experience on their phones, and 117 users were on a tablet.&nbsp; LearningsBrunch was an interesting endeavor that required a lot of effort from all teams. Culinary was testing new recipes. Operations and Sourcing had to figure out how we could add these recipes to the box and how to ship eggs for the first time. Our marketing partners were making sure communications were accurate and on-time while working with us on gathering market research. The Creative team worked to create our visual assets. Our Data team built new models and tracked new events and behaviors, all while keeping us up to date on our most recent numbers. The product manager was orchestrating timelines and test plans to launch 4 new products in a 6 month period. The senior designer and I had the challenge of working against incurred design debt and finding a way to piece together a new experience within our old design system. The engineers were working against incurred engineering debt, too, and had to work with us across all platforms to get a structure in place for introducing new products into an old system. We had to do all of this—and do it fast. This project taught me a lot about foresight and how to create experiences that can be extendable—two things I wished I had spent more time on during Brunch. I believe we could’ve had a more impactful experience in our other initiatives. It also put me in a new position of heightened responsibility. Together with all the integral team members, we had to improve communication and understand how to help each other throughout the process. Overall, thanks to all four initiatives, we reached our AOV goal and successfully launched four new products that customers grew to love. Brunch SALES TO-DATE (11/13) 8,104 REVENUE TO DATE (11/13) $137,329.90 REVENUE RUN RATE $955,200.00 TAKE RATE ~3% Protein UpgradesSALES TO-DATE (11/13) 33,178 REVENUE TO-DATE (11/13) $169,873.66 REVENUE RUN-RATE $1,454,330.27 TAKE RATE (BOX LEVEL)~10% Appetizers SALES TO-DATE (11/13)&nbsp; 3,930 REVENUE TO-DATE (11/13) $29,292.00 REVENUE RUN-RATE $672,000.00 TAKE RATE (BOX LEVEL) ~3.5% SidesSALES TO-DATE (11/13)&nbsp; 3,736 REVENUE TO-DATE (11/13) $23,091.60 REVENUE RUN-RATE $504,000.00 TAKE RATE (BOX LEVEL) ~3.5% https://kimjulia.cargo.site/Plated-Pass-Archive Sun, 16 Feb 2020 01:50:32 +0000 Julia 윤진 https://kimjulia.cargo.site/Plated-Pass-Archive Product Design—4. Plated Pass I contributed to the strategy of a new payment structure that would provide more flexibility and convenience. I also conducted user testing and research for this new strategy.&nbsp; User Research, Content Strategy, Business Strategy, Prototyping, User Testing, Business Models Product Manager: Nelson Madubuonwu Product Designer:&nbsp;👋️ Business &amp; Finance Analyst: Steven Cruz Problem Users are tired of the weekly cadence of the subscription meal kit model. People think about meals and meal planning at different times. Goal To introduce new functionality that makes plans feel less committal, thereby motivating users to have a longer-lasting relationship with us. Hypothesis If we allow users to purchase credits and use them any time, it will reduce meal planning fatigue and help reinforce the flexible nature of our product. Planning <img width="2000" height="539" width_o="2000" height_o="539" data-src="https://freight.cargo.site/t/original/i/6d002e833a96a82043e27359254166eabcf7250e3f1303ecb2dd8f251ca7010b/financial-structure.jpg" data-mid="62006502" border="0" src="https://freight.cargo.site/w/1000/i/6d002e833a96a82043e27359254166eabcf7250e3f1303ecb2dd8f251ca7010b/financial-structure.jpg" /> The charts above show the cost per plate and how much a user would spend monthly based on their serving plan. It also shows what percent of users are ordering 2-,3-, and 4-serving plans. The left side includes data that we already have. The right side shows the pricing model for bulk orders with our new proposed credit system. We chose to explore the area highlighted in yellow because this range provided value for both the customer and the business. The area outlined in green denotes the options I provided for our users. Below is a visualization of how I reached that decision. <img width="2000" height="1184" width_o="2000" height_o="1184" data-src="https://freight.cargo.site/t/original/i/1d5506e891110ed1d74ff8675bad65e1561b0c7e309a90a2fecd6234b76b6f72/Credit-Visualization.png" data-mid="62010282" border="0" src="https://freight.cargo.site/w/1000/i/1d5506e891110ed1d74ff8675bad65e1561b0c7e309a90a2fecd6234b76b6f72/Credit-Visualization.png" /> Knowing that the smallest multiple of plates is 4 per order, I considered how many orders could be made when users were purchasing between 10 and 18 credits. The 12- credit plan was attractive because it had 0 rollover for our most popular customer (69.50% of users order 2 servings by 2 nights). The 14-credit plan had the best price-per-plate value, which was attractive to our users. However, there was a lot of rollover in this plan. This would be a benefit to the business because we could maintain a relationship with these users. The 16-credit plan was similar to the 12-credit plan in benefits; but with more plates being purchased, my hypothesis was that this option would make sense for families. Testing <img width="554" height="1070" width_o="554" height_o="1070" data-src="https://freight.cargo.site/t/original/i/3c4b32e6aa5f8cf375b06d9aa16f7aa43ef9d3cb3e3ab41c28e19ed062c7036a/plates.gif" data-mid="61999250" border="0" src="https://freight.cargo.site/w/554/i/3c4b32e6aa5f8cf375b06d9aa16f7aa43ef9d3cb3e3ab41c28e19ed062c7036a/plates.gif" /> <img width="554" height="1070" width_o="554" height_o="1070" data-src="https://freight.cargo.site/t/original/i/9f72aeac3cf0d0eb17565f5883e1409da9c761fbc1b801e9b25ec4cbbe623c8a/credits-o.gif" data-mid="62000779" border="0" src="https://freight.cargo.site/w/554/i/9f72aeac3cf0d0eb17565f5883e1409da9c761fbc1b801e9b25ec4cbbe623c8a/credits-o.gif" /> <img width="1500" height="1380" width_o="1500" height_o="1380" data-src="https://freight.cargo.site/t/original/i/d94d84213afd4aefecb38c0a347888fa68badaabd870682c4105d4a79f5b6887/Screens.png" data-mid="62012562" border="0" src="https://freight.cargo.site/w/1000/i/d94d84213afd4aefecb38c0a347888fa68badaabd870682c4105d4a79f5b6887/Screens.png" /> “PLATES” vs “CREDITS” Although the credits had the same value as our subscription model ($9.95-$11.95/plate) the initial cost of entry doubled. To test for concern over “sticker shock,” I set up two prototypes. They differed in language (Plates vs Credits) and quantification (1 Plate vs 10 Credits). Would a larger number provide justification for the price? What value did language have in the user’s decision-making process? GAMIFICATION As I finally got to the prototyping stage, I wanted to create a sense of hierarchy with the options. I created tiers that were intended to increase emotionally in tandem with quanity. A user could start from “Novice Chef” and work their way up to “Master Chef.” With our brand positioned as the “premium” meal kit, I wanted to give users an option to buy into our most impressive plan. ULTRA-VALUABLE CUSTOMERKnowing from the initial strategy that I wanted at least 3 options (the 12, 14, and 16 credit plans), I thought, “What if we had an ultra-valuable customer?” I introduced a 4th tier, “Master Chef”, that was an exponentially larger package deal. I wanted to gauge if there was any interest in this option, as even one order would automatically create a customer with a higher lifetime value. Research <img width="2000" height="899" width_o="2000" height_o="899" data-src="https://freight.cargo.site/t/original/i/6b3bd2faae38d03a21e3c717b20af2b6c60582dc5e6922d5282ed8dcecc9d543/User-Excerpts.png" data-mid="63039461" border="0" src="https://freight.cargo.site/w/1000/i/6b3bd2faae38d03a21e3c717b20af2b6c60582dc5e6922d5282ed8dcecc9d543/User-Excerpts.png" /><img width="2000" height="899" width_o="2000" height_o="899" data-src="https://freight.cargo.site/t/original/i/58b332cd0b594a373e77d1d3d02be7d01e6151c0b952715fa70cde8442aaa861/Research-Synthesis.png" data-mid="62018665" border="0" src="https://freight.cargo.site/w/1000/i/58b332cd0b594a373e77d1d3d02be7d01e6151c0b952715fa70cde8442aaa861/Research-Synthesis.png" /> The above includes some excerpts and syntheses from user interviews I conducted. I performed the research with 8 different users, presenting both prototypes. Key takeaways and next steps are also outlined above. Leaning into the “Jobs-to-be-done” research framework, I wanted to know if this new payment structure would solve any specific “jobs” for our customer. The population criteria included users who have already tried meal kits, and, more specifically, users who have already tried, or were still using, Plated. They also shared characteristics with our target persona. Our target persona was the “Experience Enhancer.” This user was generally female, had a higher household income, had recently started a family, and valued premium experiences. I decided on this cohort so that we could gain knowledge from users who were already familiar with our subscription model and product. Learnings We were unable to move forward with this initiative due to the dissolution of our team during a company reorganization. Unfortunately, this project wasn’t prioritized onto the roadmaps of any of the new teams created. Overall, this project had a vision for a greater experience at Plated. We wanted to implement this credit system into things such as a Plated marketplace, gift cards, and the delivery of pantry essentials. While aspects of the vision were carried out by other teams, the credit system was never shipped. https://kimjulia.cargo.site/Component-Library Sun, 16 Feb 2020 00:50:20 +0000 Julia 윤진 https://kimjulia.cargo.site/Component-Library Product Design—5. Component Library I collaborated with a team of product and graphic designers to create a thoughtful, responsive design system that aligned with the company’s new brand. UI/UX, responsive componentry, branding, typography, cross-functional collaboration, design sprints, documentation.&nbsp; Director of Product Design: Harper Lieblich Executive Creative Director: Clayton Perryman Senior Product Designers: Justin Pierce, Adam Kendall Product Designers:&nbsp;👋️, Isabel Lee Graphic Designer: Sam Stone Engineers: Vivian Bejgrowicz, Nick Iorio, Noe Jimenez Overview At Plated, a meal kit company, we noticed the industry was saturated with the same visual identity. In an effort to differentiate our brand, we worked with R/GA to create a brand refresh. Plated positioned itself as the premium meal kit with curated, high-quality experiences. This brand refresh needed to be implemented across our digital product. ExplorationsIn our initial sprints, our sole focus was to explore a variety of designs. Once we decided on a direction, we worked together in building our new design system. Each of us took a portion of the system and worked closely, with frequent planning, check-ins and critiques, to make sure we were aligned. <img width="2000" height="1043" width_o="2000" height_o="1043" data-src="https://freight.cargo.site/t/original/i/8b9f7875ef898aeb4e2a967caa4bd39abe7ebdd69f00db3b11da67fdaf2bb1d6/plan.jpg" data-mid="63149877" border="0" src="https://freight.cargo.site/w/1000/i/8b9f7875ef898aeb4e2a967caa4bd39abe7ebdd69f00db3b11da67fdaf2bb1d6/plan.jpg" /> <img width="2000" height="2422" width_o="2000" height_o="2422" data-src="https://freight.cargo.site/t/original/i/2dc2fe8eba8c53b30eb6734ac1028c604802a5b2bd021215262816252f22120c/plans-exploration.png" data-mid="63144399" border="0" src="https://freight.cargo.site/w/1000/i/2dc2fe8eba8c53b30eb6734ac1028c604802a5b2bd021215262816252f22120c/plans-exploration.png" /><img width="2000" height="1672" width_o="2000" height_o="1672" data-src="https://freight.cargo.site/t/original/i/82cc878a9d4d34480626616e4a3a122a9886aa5a5e6deceae677566bc51cffa5/menus-exploration.png" data-mid="63144398" border="0" src="https://freight.cargo.site/w/1000/i/82cc878a9d4d34480626616e4a3a122a9886aa5a5e6deceae677566bc51cffa5/menus-exploration.png" /> <img width="2000" height="587" width_o="2000" height_o="587" data-src="https://freight.cargo.site/t/original/i/4c3a6e7caba239147e8fba88f8b581ac03f3e6581658d70aad2a2274c93c90b7/weekly-exploration.png" data-mid="63144397" border="0" src="https://freight.cargo.site/w/1000/i/4c3a6e7caba239147e8fba88f8b581ac03f3e6581658d70aad2a2274c93c90b7/weekly-exploration.png" /> Components I worked on “Typography”, which played to my strengths. I also individually contributed to&nbsp; “Buttons” and “Form fields.” Together with our engineers, we built out the system of responsive components. Typography <img width="2000" height="2037" width_o="2000" height_o="2037" data-src="https://freight.cargo.site/t/original/i/c449a7870ca42a33d20f2341cd0034012f9793182e71b2b1b7e672f80f6450df/Typography-1.1.png" data-mid="62972617" border="0" src="https://freight.cargo.site/w/1000/i/c449a7870ca42a33d20f2341cd0034012f9793182e71b2b1b7e672f80f6450df/Typography-1.1.png" /> <img width="2000" height="1692" width_o="2000" height_o="1692" data-src="https://freight.cargo.site/t/original/i/3e315c6bc07f1e4106401ef1be5bd9bdbea653e9a2f6deb8060a29e63351943b/Typography-1.2.png" data-mid="62972619" border="0" src="https://freight.cargo.site/w/1000/i/3e315c6bc07f1e4106401ef1be5bd9bdbea653e9a2f6deb8060a29e63351943b/Typography-1.2.png" /> Colors <img width="2000" height="1897" width_o="2000" height_o="1897" data-src="https://freight.cargo.site/t/original/i/3c92b465e4c6e2d227c4d600152237b1fc9ea23d8785d6dbe40d9a9a77bd0394/Color-1.1.png" data-mid="62972604" border="0" src="https://freight.cargo.site/w/1000/i/3c92b465e4c6e2d227c4d600152237b1fc9ea23d8785d6dbe40d9a9a77bd0394/Color-1.1.png" /><img width="2000" height="2174" width_o="2000" height_o="2174" data-src="https://freight.cargo.site/t/original/i/c69bc3d1de1d2659c307c476cdfe32e699f1cdf252b96845564591b4d0e70f9c/Color-1.2.png" data-mid="62972605" border="0" src="https://freight.cargo.site/w/1000/i/c69bc3d1de1d2659c307c476cdfe32e699f1cdf252b96845564591b4d0e70f9c/Color-1.2.png" /> Layouts &amp; Grids <img width="2000" height="1897" width_o="2000" height_o="1897" data-src="https://freight.cargo.site/t/original/i/fdbd2906a30ba70447a24c07756f2ef328d1be90413acaa7177061ebdeabfbdc/Layout-1.0.png" data-mid="62972612" border="0" src="https://freight.cargo.site/w/1000/i/fdbd2906a30ba70447a24c07756f2ef328d1be90413acaa7177061ebdeabfbdc/Layout-1.0.png" /> Illustrations <img width="2000" height="995" width_o="2000" height_o="995" data-src="https://freight.cargo.site/t/original/i/1c9b2af3b46e6f6e8f1ebfc3dbebf137420641b366fd92a8eb0f1972a5b5a12d/Illustrations-1.0.png" data-mid="62972611" border="0" src="https://freight.cargo.site/w/1000/i/1c9b2af3b46e6f6e8f1ebfc3dbebf137420641b366fd92a8eb0f1972a5b5a12d/Illustrations-1.0.png" /> Iconography <img width="2000" height="945" width_o="2000" height_o="945" data-src="https://freight.cargo.site/t/original/i/85a8c33765efde290cfcbab39a7611681ad26a58baeabb906e2c95725b2259c5/Icons-1.0.png" data-mid="62972609" border="0" src="https://freight.cargo.site/w/1000/i/85a8c33765efde290cfcbab39a7611681ad26a58baeabb906e2c95725b2259c5/Icons-1.0.png" /> Buttons <img width="2000" height="702" width_o="2000" height_o="702" data-src="https://freight.cargo.site/t/original/i/7c32c83f9612c5ce9742f5bd6f7845af03127f8f1eb520628372a633d50b4829/Button-1.2.png" data-mid="62972601" border="0" src="https://freight.cargo.site/w/1000/i/7c32c83f9612c5ce9742f5bd6f7845af03127f8f1eb520628372a633d50b4829/Button-1.2.png" /> <img width="2000" height="1225" width_o="2000" height_o="1225" data-src="https://freight.cargo.site/t/original/i/ab68caa120d64340c82c3dc20441c60cbc5020bd592e2fdfea06a50895364ad0/Buttons-1.1.png" data-mid="62972603" border="0" src="https://freight.cargo.site/w/1000/i/ab68caa120d64340c82c3dc20441c60cbc5020bd592e2fdfea06a50895364ad0/Buttons-1.1.png" /> Form fields <img width="2000" height="2313" width_o="2000" height_o="2313" data-src="https://freight.cargo.site/t/original/i/f9ec486a8b578a48a7f9c50427a8edf7c7e1328f019abfeed76392119eecdb40/Form-fields-1.1.png" data-mid="62972606" border="0" src="https://freight.cargo.site/w/1000/i/f9ec486a8b578a48a7f9c50427a8edf7c7e1328f019abfeed76392119eecdb40/Form-fields-1.1.png" /><img width="2000" height="2425" width_o="2000" height_o="2425" data-src="https://freight.cargo.site/t/original/i/85019457ccb4d251936f3f389999937ca3faa9fb455028eb93596b4468eb3e37/Form-fields-1.2.png" data-mid="62972608" border="0" src="https://freight.cargo.site/w/1000/i/85019457ccb4d251936f3f389999937ca3faa9fb455028eb93596b4468eb3e37/Form-fields-1.2.png" /> Recipe tiles <img width="2000" height="765" width_o="2000" height_o="765" data-src="https://freight.cargo.site/t/original/i/a50ae402ae203d750fc6396134fbb7a38b0ae81b87d2296b864e37edd543fbc5/Recipes-1.1.png" data-mid="62972614" border="0" src="https://freight.cargo.site/w/1000/i/a50ae402ae203d750fc6396134fbb7a38b0ae81b87d2296b864e37edd543fbc5/Recipes-1.1.png" /><img width="2000" height="3627" width_o="2000" height_o="3627" data-src="https://freight.cargo.site/t/original/i/6d473bb02fba08a356c69ff27020e3455c3bbe8f33f336bc6e3dce8398bc6185/Recipes-1.2.png" data-mid="62972616" border="0" src="https://freight.cargo.site/w/1000/i/6d473bb02fba08a356c69ff27020e3455c3bbe8f33f336bc6e3dce8398bc6185/Recipes-1.2.png" /> Alerts <img width="2000" height="981" width_o="2000" height_o="981" data-src="https://freight.cargo.site/t/original/i/e857ef7480cfe95603bbcf449b1cc949466e23a1f8898c40154a354ad844095d/Alerts-1.0.png" data-mid="62972600" border="0" src="https://freight.cargo.site/w/1000/i/e857ef7480cfe95603bbcf449b1cc949466e23a1f8898c40154a354ad844095d/Alerts-1.0.png" /> Learnings This was a super collaborative and intensive process—and one that we had to juggle with other projects. I learned how to organize symbols in-depth by creating usable libraries in Sketch for the product design team. The work we did for this component library helped increase our velocity on other projects. This was an exciting project for me, given my background in graphic design—I could exercise my brand knowledge and merge it with how components and systems work on a product level. This was also a great exercise in fostering a collaborative relationship with our engineers. https://kimjulia.cargo.site/Accessibility Sun, 16 Feb 2020 01:49:28 +0000 Julia 윤진 https://kimjulia.cargo.site/Accessibility Product Design—6. Accessibility I worked on a small team to bring Plated up to the AA standard of the WGAC 2.0 criteria. We created an industry-standard system for all platforms. I also created an onboarding presentation for our teams. WGAC 2.0 criteria, ARIA, screen readers, contrast ratios, Document Object Models, information architecture, systems thinking. Director of Product Design: Harper Lieblich VP of Engineering: Joe Carafa Engineering Manager: Judah Anthony Engineer: Chris Schalago Product Manager: Evan Mitchell Product Designer:&nbsp;👋️ Presentation <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/580a540aa25ac3a66ad5101223aa4f2957b5db1311874445d4c4189a9413ab47/a11y.001.png" data-mid="63045403" border="0" src="https://freight.cargo.site/w/1000/i/580a540aa25ac3a66ad5101223aa4f2957b5db1311874445d4c4189a9413ab47/a11y.001.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7b93093ff50e2e15506fb1dc8412626925a40b784e99a1b79dea86b1bc901804/a11y.002.png" data-mid="63045404" border="0" src="https://freight.cargo.site/w/1000/i/7b93093ff50e2e15506fb1dc8412626925a40b784e99a1b79dea86b1bc901804/a11y.002.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/760fb5edb57c89f0015a1c88fd006a15cdfac883638e99576a7f3f1a0a5c177c/a11y.003.png" data-mid="63045405" border="0" src="https://freight.cargo.site/w/1000/i/760fb5edb57c89f0015a1c88fd006a15cdfac883638e99576a7f3f1a0a5c177c/a11y.003.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/77eb24efccebf19c74a17e53b9395a4f9451b25ca0f912f4d153e6fc879b6a52/a11y.004.png" data-mid="63045406" border="0" src="https://freight.cargo.site/w/1000/i/77eb24efccebf19c74a17e53b9395a4f9451b25ca0f912f4d153e6fc879b6a52/a11y.004.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1cf4a6e2e59efc61aab1f84fce9ede6f34dfb10e4cee29c35190494e6a4de855/a11y.005.png" data-mid="63045407" border="0" src="https://freight.cargo.site/w/1000/i/1cf4a6e2e59efc61aab1f84fce9ede6f34dfb10e4cee29c35190494e6a4de855/a11y.005.png" /><img width="1920" 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src="https://freight.cargo.site/w/1000/i/708c1ef91adb6aa35eb5483fa032eb727dcf72403b14bf720acaaf4ee2033037/a11y.024.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/321079520414f381f2225067ce86b1e1aa8fceda06fa3bb58fe3c942a9dc8de0/a11y.025.png" data-mid="63045429" border="0" src="https://freight.cargo.site/w/1000/i/321079520414f381f2225067ce86b1e1aa8fceda06fa3bb58fe3c942a9dc8de0/a11y.025.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7047b5ee3ae8f3281ab38131a01ee8fc9a3a0d7cf69ea03fabecd4a73d15181b/a11y.026.png" data-mid="63045430" border="0" src="https://freight.cargo.site/w/1000/i/7047b5ee3ae8f3281ab38131a01ee8fc9a3a0d7cf69ea03fabecd4a73d15181b/a11y.026.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3945a7692a2804b73858ae7d13bee93b6da4dd1fee3ac653a11c55b82b8e9432/a11y.027.png" data-mid="63045431" border="0" src="https://freight.cargo.site/w/1000/i/3945a7692a2804b73858ae7d13bee93b6da4dd1fee3ac653a11c55b82b8e9432/a11y.027.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6734201ffe37b08940b3197900aeea00fa099d63e337dde275a829be000c2d15/a11y.028.png" data-mid="63045432" border="0" src="https://freight.cargo.site/w/1000/i/6734201ffe37b08940b3197900aeea00fa099d63e337dde275a829be000c2d15/a11y.028.png" /> Page tab flow I audited different pages and mapped out the flow of our experience through using the “tab” key. Screen readers generally use the “tab” key and “arrow” keys to guide users through the content. <img width="2000" height="3601" width_o="2000" height_o="3601" data-src="https://freight.cargo.site/t/original/i/377de4dff4c4b8bf6d96539ab9ea04a00cb7b9380cd62850f5f2e148c8906c8f/Tab-flow.png" data-mid="63044589" border="0" src="https://freight.cargo.site/w/1000/i/377de4dff4c4b8bf6d96539ab9ea04a00cb7b9380cd62850f5f2e148c8906c8f/Tab-flow.png" /> Page markup I went through specific pages and marked up the content through a hierarchy system (H1, H2, p., etc) that would inform how we would apply consistent hierarchy to future pages.&nbsp; <img width="2000" height="4303" width_o="2000" height_o="4303" data-src="https://freight.cargo.site/t/original/i/48c6ffecea789d628d596ce589d50b049675608e667a49c44a41b785905405cb/mark-ups.png" data-mid="63044588" border="0" src="https://freight.cargo.site/w/1000/i/48c6ffecea789d628d596ce589d50b049675608e667a49c44a41b785905405cb/mark-ups.png" /> Document Object Models I collaborated with our PM and engineer to write out a system of information hierarchy that would provide a better experience for our screen-reader users. We then compared our system to those of companies that held industry standards for accessibility. <img width="2000" height="1600" width_o="2000" height_o="1600" data-src="https://freight.cargo.site/t/original/i/0dbc7f804732d0ff6620fac7b6f663e23fe258ccc38e09101df416da9294b1ad/doms.png" data-mid="63044848" border="0" src="https://freight.cargo.site/w/1000/i/0dbc7f804732d0ff6620fac7b6f663e23fe258ccc38e09101df416da9294b1ad/doms.png" /> Learnings This was the first time I had learned about accessibility and it helped me develop deeper empathy and apply my findings to make our experience better for all users. Once we had our presentation and DOM’s in a good place, we went back to audit the pages that needed updating. The other designers and I worked behind the scenes with our engineers to bring Plated up to AA standards by the WGAC 2.0 criteria.