Freshmenu
As an early design hire at FreshMenu, I led experiences on multiple surfaces which helped the company grow 3x in size and reach a $24 million valuation.
Summary
Hired a small design team of product designers to create experiences on web, iOS and Android.
Drove revenue growth by influencing product, marketing, and customer support functions as a vital leadership team member.
I left FreshMenu after building a team of 3 designers (including a successor to the role).
My role
Creative Direction, Management, Product Strategy, Competitive Analysis, Guerrilla Usability Testing, User Flows, Interaction Design, and Visual Design.
Design team
Rahul Raj, Sr. Product Designer
Bobby Kariyatty, Sr. Product Designer
Gaana Srinivas, Product Designer
Timeline
2015-2018
Freshmenu
As an early design hire at FreshMenu, I led experiences on multiple surfaces which helped the company grow 3x in size and reach a $24 million valuation.
Summary
Hired a small design team of product designers to create experiences on web, iOS and Android.
Drove revenue growth by influencing product, marketing, and customer support functions as a vital leadership team member.
I left FreshMenu after building a team of 3 designers (including a successor to the role).
My role
Creative Direction, Management, Product Strategy, Competitive Analysis, Guerrilla Usability Testing, User Flows, Interaction Design, and Visual Design.
Design team
Rahul Raj, Sr. Product Designer
Bobby Kariyatty, Sr. Product Designer
Gaana Srinivas, Product Designer
Timeline
2015-2018
Freshmenu
As an early design hire at FreshMenu, I led experiences on multiple surfaces which helped the company grow 3x in size and reach a $24 million valuation.
Summary
Hired a small design team of product designers to create experiences on web, iOS and Android.
Drove revenue growth by influencing product, marketing, and customer support functions as a vital leadership team member.
I left FreshMenu after building a team of 3 designers (including a successor to the role).
My role
Creative Direction, Management, Product Strategy, Competitive Analysis, Guerrilla Usability Testing, User Flows, Interaction Design, and Visual Design.
Design team
Rahul Raj, Sr. Product Designer
Bobby Kariyatty, Sr. Product Designer
Gaana Srinivas, Product Designer
Timeline
2015-2018
Overview
Freshmenu is a food delivery service based in India with a simple premise; push a button and get food delivered to your doorstep.:
Their unique value proposition offers customers a daily changing, chef-crafted selection of gourmet meals delivered from their mobile kitchens.
OUR AMBITION
To build the fastest food commerce checkout in India
Results
Consistent uplift in overall conversions despite an increase in daily traffic.
Lowered average order time by 2x
I was a key stakeholder in building the membership program that had a significant impact in increasing average order values per customer.
Our contributions helped the company arrive at a $24 million valuation.
The apps had an average 4.8 star-rating with over 1 million downloads. Both apps were featured on the Apple and Google app stores.
Key projects
I worked on many more projects during my time at FreshMenu; if you're interested in hearing about any of them, reach out to me.
Streamlining checkout with smart defaults
Business need
We had a significant drop-off in the conversion funnel, especially in the address selection step.
Goal
Increase app revenue by improving the conversion funnel.
Personal challenge
We streamlined the checkout flow by introducing smart address defaults based on the customer's frequency, location, and time.
This was a tricky feature since any defaulting could sometimes be wrong. We had to balance visual aesthetics to inform customers where the order would be delivered without being intrusive.
Results
17% higher conversions
1.3x faster ordering time
15% lower customer support calls
FreshClub: Freshmenu’s membership program
Business need
Increase app downloads
Increase average order value (AOV)
Encourage repeat purchases
Goal
Design a solution encouraging customers to opt-in to the membership program on mobile devices while catering to different scenarios.
Role
I led this project's design, strategy, and branding and collaborated with product and marketing teams.
Results
54% of all orders were FreshClub orders
41% of total customers paid for the membership
2.5x increase in order frequency
None of this would be possible without a wonderful, agile team of designers, engineers, product managers, business analysts, and marketers in Bangalore, India.
Key projects
I worked on many more projects during my time at FreshMenu; if you're interested in hearing about any of them, reach out to me.
Streamlining checkout with smart defaults
Business need
We had a significant drop-off in the conversion funnel, especially in the address selection step.
Goal
Increase app revenue by improving the conversion funnel.
Personal challenge
We streamlined the checkout flow by introducing smart address defaults based on the customer's frequency, location, and time.
This was a tricky feature since any defaulting could sometimes be wrong. We had to balance visual aesthetics to inform customers where the order would be delivered without being intrusive.
Results
17% higher conversions
1.3x faster ordering time
15% lower customer support calls
FreshClub: Freshmenu’s membership program
Business need
Increase app downloads
Increase average order value (AOV)
Encourage repeat purchases
Goal
Design a solution encouraging customers to opt-in to the membership program on mobile devices while catering to different scenarios.
Role
I led this project's design, strategy, and branding and collaborated with product and marketing teams.
Results
54% of all orders were FreshClub orders
41% of total customers paid for the membership
2.5x increase in order frequency
None of this would be possible without a wonderful, agile team of designers, engineers, product managers, business analysts, and marketers in Bangalore, India.
Key projects
I worked on many more projects during my time at FreshMenu; if you're interested in hearing about any of them, reach out to me.
Streamlining checkout with smart defaults
Business need
We had a significant drop-off in the conversion funnel, especially in the address selection step.
Goal
Increase app revenue by improving the conversion funnel.
Personal challenge
We streamlined the checkout flow by introducing smart address defaults based on the customer's frequency, location, and time.
This was a tricky feature since any defaulting could sometimes be wrong. We had to balance visual aesthetics to inform customers where the order would be delivered without being intrusive.
Results
17% higher conversions
1.3x faster ordering time
15% lower customer support calls
FreshClub: Freshmenu’s membership program
Business need
Increase app downloads
Increase average order value (AOV)
Encourage repeat purchases
Goal
Design a solution encouraging customers to opt-in to the membership program on mobile devices while catering to different scenarios.
Role
I led this project's design, strategy, and branding and collaborated with product and marketing teams.
Results
54% of all orders were FreshClub orders
41% of total customers paid for the membership
2.5x increase in order frequency
None of this would be possible without a wonderful, agile team of designers, engineers, product managers, business analysts, and marketers in Bangalore, India.