Riverford Organic Farmers

After receiving negative customer feedback about the pause feature, the product team wanted to make the experience clearer. Customers were finding it confusing to pause their deliveries, particularly those on bi-weekly schedules, as it wasn't clear which deliveries were being paused or when the next one would arrive.

The goal was to give customers a straightforward way to set a pause period, with a clear view of upcoming deliveries, so they could confirm the dates were right for them.

The first step was to understand which customers used the pause feature and why. Since customers weren't directly contactable, I developed customer profiles and key user flows from the research available.

I carried out a competitive analysis of leading brands that offer a regular food delivery subscription. Each offers the ability to pause deliveries. I mapped out strengths, weaknesses, opportunities and threats.

I was provided with customer feedback gathered from various customer service platforms and identified the key pain points that emerged.

To understand how the feature could be improved, I evaluated the current design and analysed the main problems with the user flow. This helped determine the best way to address the pain points identified in the research.

I mapped out the key user flow and decision points, including setting the pause period, selecting an invalid date and cancelling a pause. This helped identify which screens and error states needed to be prototyped.

There were business constraints to consider alongside the user needs. I worked through these with the product team during design reviews to make sure the solution would work with the API and how the data translates to the production software.

To keep the feature in line with Riverford's brand, I selected specific colours and fonts, including the Riverford custom typeface for headings.

I created high-fidelity wireframes and presented the designs to the product team to check the user flow was feasible. The screens give users full control over which dates to pause, alongside a clear overview of what is being delivered.

The feature was designed for mobile first, then adapted for desktop.

This project let me see agile methods and UX design working in a real product team. It showed me that constraints such as back-end software and timescales mean designers have to find practical solutions that work for both the user and the business.

Attending stand-ups, sprint planning and backlog reviews also gave me a clear picture of how product decisions get made day to day.

I would like to take this project further with usability testing and iteration on the designs, as the feedback I worked with came solely from the product design team.