Janeplan

Redesigning Janeplan's funnel

overview

Jane Plan is a service dedicated to simplifying healthy eating and weight loss through convenient meal plans. Collaborating with founder Jane Michell's team, I refreshed their online presence with a contemporary UI touch for marketing pages and subscription processes. Additionally, I led the redesign of Jane Plan's Basket and Checkout flow, aiming to create an efficient and reassuring experience while reducing drop-off rates and gathering essential email data. By integrating motivating purchase-related information, enhancing payment security, and optimizing delivery processes, we strived to enhance user satisfaction. The project's success was measured through drop-off rates, conversion rates, and the basket-to-payment ratio, addressing various checkout scenarios with the expertise of another UX Designer in our collaborative effort.

Research

Defining the problem

For newly onboarded Janeplane customers, the checkout process is confusing and overwhelming, making it challenging to complete. As a result, users are less likely to checkout, leading to an increased drop-off rate. This project aims to streamline the Checkout process and improve user engagement
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Design process

My design process encompassed user testing and competitor research, aiming to optimize user experience and stay competitive in the market. It involved gathering insights from user feedback and analyzing competitor strategies to inform design decisions that aligned with the company's values and objectives.

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Objectives and Challenges

The primary objective of the checkout redesign was to create a checkout process that maximizes conversion rates and decreases the drop-off rate. The existing data highlighted certain pain points, such as high drop-off rates in specific checkout steps, especially on mobile devices. The challenge was to simplify the process, improve user engagement, and ensure a consistent brand experience while accommodating various checkout scenarios.

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User Flows and Wireframes

Building upon the research findings, I meticulously crafted user flows that outlined the step-by-step journey users undertake during checkout. These user flows were then translated into wireframes, which visually depicted the structure and layout of key screens. The wireframes provided a blueprint for creating an intuitive and streamlined experience, addressing the concerns raised by Jane Plan's users.

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User Scenarios

I analyzed a range of scenarios, including returning customers with and without active subscriptions, new customers making one-off orders, and those choosing ongoing subscriptions. These scenarios informed design decisions, resulting in tailored experiences that facilitate re-engagement, subscription management, simple purchases, and emphasize subscription value.

High Fidelity Designs

With a clear understanding of user journeys and personas, I transitioned to creating high-fidelity UI designs. I integrated Jane Plan's brand identity and leveraged insights from user scenarios to craft designs that were visually appealing, empathetic, and in line with the company's values. The high-fidelity designs offered a tangible representation of the final product, ensuring a consistent and engaging user interface.

Collaboration with Developers

I understood the significance of smooth collaboration with the development team and navigated challenges effectively. While working closely with developers, I recognized the need to address technical constraints and find creative solutions. Sharing Figma files, engaging in Slack channels, and maintaining an open dialogue were key in bridging the gap between design vision and technical reality. This collaboration proved essential in overcoming challenges and ensuring successful design implementation within the existing system.

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Design thinking

With complex purchase and subscription flows, this was a heavy UX process that required researching dozens of competitors and e-commerce best practices. We wanted to take the complexity out of starting a new meal subscription. We also optimised the UI with an update on the brand colours and refinement of typography and components.

Delivery

The final produce

"Shoreditch have been working with us at Jane Plan for several weeks now and we are THRILLED with the results. Their design skills, UX competency and tech know - how has been an absolute eye-opener, we are delighted with the work they are doing and there is plenty more in the pipeline. Thank you guys for the hard work - couldn't be happier." Jane Michell | Founder + CEO at Jane Plan
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Portfolio

Testimonials

Don't take my word for it

Jack Morgan's testimonial

“Malak and I worked in the same team over two client projects at Academy Xi. In both projects she was extremely organised, kept both the projects running smoothly and worked brilliantly with everyone in the team. She worked efficiently, and contributed so much creatively, she has great ideas and a fantastic understanding of the UX process. She was excellent to work with both times, and would be a fantastic addition to any UX team..”

UX Designer @ Zurich Insurance Company
Jack Morgan's testimonial

“I collaborated with Malak for a couple of years at Shoreditch Design Studio. Throughout our time together, she consistently demonstrated a fantastic eye for design, complemented by strong UX/UI skills. In addition, Malak proved to be an invaluable asset to the team, showcasing excellent communication skills in direct interactions with clients.”

Creative Director @ Shoreditch Design Studio
Aidan Street's testimonial

"I worked with Malak on a UX team project for Collabor8 Thinkspace. From the outset I was impressed by her pragmatic approach to understanding and solving the problem space, always putting the user at the centre of any design thinking. She provided the team with in depth research and valuable insights early on in the project before taking a leading role in developing, designing and testing user focused solutions within design software. She communicates her thoughts clearly and always has something of value to say, this makes working with Malak really enjoyable and I would look forward to working with her again. She was a valuable member of the team and would be an asset to any UX team in the future."

UX team coordinator at Momentumgroup
Aidan Street's testimonial

"Malak, has a sound understanding of design principles and can take a project from concept to delivery with ease. She is not afraid to question and always looks for improvements to the customer experience."

Partner Sales Manager @
Amazon Web Services (AWS)
Kenneth D'souza's testimonial

“Malak is highly organised and insightful in the UX process, she thinks out of the box and has a keen eye for detail. She has a strong work ethic and is highly motivated individual. She is also a strong communicator with good design skills and a passion for UX..”

Senior UX Designer @ Symplicit
Pia Uch testimonial

“I worked with Malak on the Collabor8 Thinkspace project. She’s a driven, ambitious individual with a strong enthusiasm for the project. A skilled UX and UI designer that can turn a concept into reality upon client requests. Malak was dedicated to delivering high-quality works. She’s truly a user experience professional, knowing and working with Malak is a very pleasurable experience. Malak has an impressive work ethic that I would recommend her to any team!”

Product Designer at Frod
Billy Humble testimonial

“Malak is spectacular to work with, she works through the problem with the group and helps point out details that were overlooked, she is highly motivated and excellent communication skills. She adds great value to any Ui/Ux Team and I would highly recommend her”

UX Designer @ Defence Australia
Priya Venugopal's testimonial

“I worked with Malak on couple of projects. She has an excellent leadership skills when it comes to managing a project and team. She consistently demonstrated her solid work ethic and problem solving skills throughout the project. She is a great asset to any UX team!.”

UI Designer @ Contal Services
Adele Brizzi's testimonial

"I worked with Malak on a team project, she was a great team member and proposed a number of valuable ideas throughout the project. She took responsibility for decisions and develop a hi -quality prototype to deliver to the client. Would love to work with her again"

UX/UI Designer