UI Interaction
FreshDirect
responsive UI redesign to improve the user brand
experience to online shopping.
experience to online shopping.
The current website for FreshDirect does not reflect the brand's personality of being the pioneering online grocery delivery service. Specifically the homepage is inconspicuous in regards to expressing the wide range selection offered in an organized manner. The website should have visual hierarchy and let the user not feel confused and overwhelmed from the homepage to checkout.
For the redesign, I focused on making the website feel more aligned to the brand's focus on convenience, sustainability, and customer satisfaction. People want services that aren't overbearing on their lives; FreshDirect can deliver subtle fresh goodness to daily life.
For the redesign, I focused on making the user experience more seamless as a user goes through selecting a category, filtering that category, selecting an item and adding that item to checkout.
For headers I used different weight variations of Quicksand and for all body copy I used different weight variations of Montserrat. Playing around with weights and font sizes allowed me to bring a subtle personality and emphasis to attract the user's attention.
For the colors, I wanted them to reflect the freshness of the produce FreshDirect provides by being bold and vibrant.
For icons I developed them to be subtle with light line weights and also keeping them simplistic to what makes them recognizable.
Cards housed product imagery, name, and price. It allowed users the quick access to add items to the cart.
The redesign effectively expresses how FreshDirect wants it's customers to experience the freshness of it's products even before the product arrives at their doorsteps. Users can now seamlessly go from browsing on the homepage to checkout with pleasing visuals and interactions.