Craft My Plate - End to End Order Experience
This project showcases my work in creating Craft My Plate’s full ordering journey, solving key pain points across both pre-order and post-order phases
Position
Product designer
Team
1 Senior, 2 Junior & 1 Intern
Timeline
4 months
Overview
Craft My Plate is a bulk food ordering platform that offers services such as delivery boxes, meal boxes, and snack boxes, allowing users to choose from curated menus. I redesigned both the pre-order and post-order experiences to reduce drop-offs and make the process smoother, faster, and more transparent.
Problem Statement
Users often found it difficult to understand Craft My Plate’s offerings and got confused while trying to place an order due to a complex and inconsistent flow. Limited flexibility, unclear pricing, and a lack of real-time feedback made the experience frustrating and time-consuming. Even after placing an order, users faced uncertainty due to a lack of clear tracking, communication, or control over changes. These UX gaps led to drop-offs, reduced trust, and missed opportunities for engagement and repeat orders.
Process
To understand the issues across both pre-order and post-order journeys, I started by reviewing user feedback, support chats, and real order data. I mapped out the existing flow to identify where users were getting confused or dropping off. I then conducted quick interviews with active users and observed how they interacted with the app to find real usability gaps. Based on these insights, I redefined the flow, created wireframes, and tested multiple design iterations with users to validate improvements.
Understanding the market
Competitor
analysis
Trends analysis
Vision pieces
Mockups
Illustrated scenarios
Roadmap
Map of product evolution
Product
Strategy
Personas, profiles, mental models
Sketching, storyboards
Design principles
Client
Empathy
Ideation
Experience
strategy
Sketches &
Storyboards
Test prototypes
Usability testing
Campaign Assembly
Wireflows, proofs of concept
Wireflows, mockups
Prototyping Solutions
Definition of final solution
Refinement
Problem
Problem Definition
Solution
Initial vision
Plan
Launch
Research & Analysis
To understand the pain points, expectations, and behavioral patterns of users interacting with the Craft My Plate app, we used different research methods.
User Interviews: Conducted interviews with 15 users to understand their challenges, expectations, and behaviour while placing or tracking orders.
Surveys: Collected responses from 100+ participants to identify common pain points and measure satisfaction with the current experience.
UX Audit: Reviewed the complete order flow to identify usability issues, unclear labels, and inconsistencies that disrupted the user journey.
Competitive Analysis: Studied direct & indirect competitor apps & Websites to learn how they handle customization, pricing clarity
Support & Feedback: Analyzed over 50 user queries and complaints from support chats to uncover recurring issues.
Problems
After conducting in-depth user interviews, surveys, and a UX audit, we identified several friction points across the ordering journey. By grouping similar insights and analyzing user behavior, we translated these pain points into key problems that directly impacted user experience and conversion.
The order flow was confusing and hard to follow, making it difficult for users to complete their orders smoothly.
Menus were too fixed, and users didn’t have enough flexibility to customize their orders.
Pricing was unclear, which made users unsure about what they were selecting and how much it would cost.
After placing an order, users couldn’t track progress, make changes, cancel orders, or get updates on delivery or refunds.
Overall, poor communication and lack of transparency made users lose trust and drop off before completing their orders.
Solutions
Based on the identified problems and user insights, we began the ideation phase to explore possible solutions. Through brainstorming, user flow mapping, we translated the core pain points into actionable solutions aimed at improving clarity, usability, and overall user experience.
Revamped the app to fix major UI and UX issues, creating a smoother and more intuitive ordering process.
Introduced discounted boxes with fixed items to make bulk orders more affordable for price-sensitive users.
Added Create My Own Menu feature, allowing users to fully customize their orders and request instant quotations.
Improved pricing transparency and enabled split payments to make large orders easier to understand and complete, reducing drop-offs during checkout.
Enhanced post-order experience with real-time tracking, clear communication, and better delivery visibility.
Designs
After finalizing the key ideas, I moved into the design phase creating wireframes, high-fidelity screens and prototypes. The focus was on improving visual hierarchy, simplifying navigation, and making the ordering journey more intuitive and transparent for users.
Usability testing
We tested the entire app flow with a group of existing users, including both first-time and repeat customers. Feedback was overwhelmingly positive, the simplified item selection, clearer navigation, streamlined ordering significantly reduced confusion and hesitation, especially for bulk orders. Differentiating services into separate flows also made the experience more intuitive. Insights from direct interviews and live testing sessions guided minor adjustments to navigation and pricing displays, which enhanced user confidence, streamlined the process, and led to higher adoption and repeat usage.
30%
Reduction in selection time
64%
Users were satisfied with the customization process.
22%
Users found increased in ease of ordering and post order flow
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