The Challenge:

• Determine a way to differentiate Two Daughters from traditional meal delivery services

• Choosing an appropriate tone for both verbal and visual content of website

Research

To get a better understanding of the Two Daughters market space I performed competitive audits on the website for several popular meal kit delivery services such as Blue Apron, Purple Carrot and Hello Fresh. We also looked at services like Savor Health and Open Arms which more closely resemble the Two Daughters Model. 

We noted a niche that Two Daughter could fill between higher end fresh meal delivery services that can be cost prohibitive and frozen meal services which tend to emphasize low cost at the expense of quality and nutrition.

Most importantly, Two Daughters differentiates itself by focusing on creating meal designed specifically for people experiencing taste change during chemotherapy.  

Creating Personas

Based on our initial research, 4 personas were created; The Patient, The Caregiver, The Gifter, and The Organizer.  These 4 personas represented the main figures who would be interacting with Two Daughters and would most benefit from the services provided. 

By identifying these personas, research participants that fit within these persona groups were selected. Research was conducted with cancer survivors, caregivers and potential "gifters".  

Finding the Key Flows

Based on the personas, key website flows were ideated highlighting the main entry points for our different personas. Low fidelity wire frames were generated based on our

Creating Wire Frames

Based on the determined key user flows, several iterations of low fidelity wireframes were generated based on those key screens. 

Rather than design in a vacuum we tested our wireframes with our research participants which were then refined based on what was learned from each of those interviews to better meet user expectations. 

Directed Story Telling

Through directed story telling, the act of recall, people tend to open up and provide more candid, emotional and honest answers. 

Participants to describe their past experiences with cancer and their narrative provided the empathy needed to design effectively. 

This was key in determine the tone of the verbal content of the website.

Card Sorting

Research Participants were also tasked with sorting images to help determine what kinds of visual content were most desirable. 

The findings from this research were used to inform the visual communication strategy for the website.

A balance between attractive images of food, realistic imagery of the type of container Two Daughter's frozen meals would be served in, as well as pictures of families eating together were determined to be the most desirable.

Major Research Findings

The research participants varied widely in the stories, tastes, and priorities but several prominent themes emerged. Participants valued:

1. The convenience of home delivered meals that can be kept until frozen.

2. The nutritional value of meals designed to be palettable for chemotherapy patients.

3.  The sense of community that arises from being supported as well as supporting others.

The Final Prototype

Based on everything learned from research a final prototype was created to be delivered to the client. 

To view the completed prototype follow this link