User journey and personas
User research



Freshly Dropped is a food service that delivers freshly packed meal boxes for you to prepare at home. The recipes and items are carefully selected to our customer’s wishes and needs and delivered right to their doorstep, making it incredibly easy to still cook and eat healthy and delicious without having to go through the hassle of finding the perfect recipe and ingredients.


To design a user-friendly mobile app that helps;

  1. users learn how to cook a healthy meal
  2. users choose their own recipes
  3. users order ingredients easily
  4. users track their orders


Solution Summary

To design a recipe and ingredient app that allows users to discover recipes for different food types and also order the ingredient used and get them delivered to the users right to their doorstep.


As a team, we carried out the survey collectively to better understand users’ pain points and also validate some of our assumptions and gather more data about the problem we are trying to solve.

  • Research
  • User Persona
  • Journey Map
  • Affinity Mapping
  • Empathy Map
  • Information Architecture
  • User Flow
  • Hand Sketches
  • Low Fidelity Wireframe
  • High Fidelity Wireframe
  • Prototype

    Key findings

  • About 80% of users shop for ingredients online, this might be a result of inferior products or poor company policy. This particular response shows that Freshly Dropped has a large market segment in this regard
  • About 16% of users interviewed said they are familiar with the recipe app. The next question asked was which recipes app are they aware of, and they all mentioned Jumia food and Chefsmarket
  • Aside from the popular Credit Cards method of payment, the research result shows that users prefer payment on delivery as another payment method
  • The survey shows that 57.9% have purchased inferior products. 36.8% had delivery issues, 26.3% experienced poor service while the remaining 10.5% of users are not satisfied with the payment method offered.

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