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All photos are taken by Kate Bartel
‘ReShape.’ is a vegan and eco-friendly platform that makes sustainable living more accessible and organized. More and more people become conscious about their choices and want to make changes to their lifestyle. ‘ReShape.’ is a all-in-one platform, combining vegan recipes and eco-friendly tips, making sustainable lifestyle a breeze.
There are more and more people interested in vegan and eco-friendly lifestyle, but the resources are all scattered.
For people aged 25-34, millennials, based in Germany, USA who want to make a difference.
Branding, brand strategy, web design, art director, photographer.
To explore the idea for ‘ReShape.’ I decided to build the Business Model Canvas to understand the market fit and understand possible revenue streams. It helped me to discover the resources and partners needed to start the business.
Precising key propositions helped me to narrow down what ReShape. should be offering to create a cohesive platform.
Once the idea for ReShape. was developed and placed into business canvas, it was time to validate the idea to find out if there is indeed a need for platform like that.
I conducted both, Qualitative Research (Interview, 8 people interviewed) and Quantitative Research (Anonymous Survey, 84 participants).
After analyzing the results of the research I understood, that there is a need for a place where everyone can find what they are looking for. Creating an easy to navigate and not cluttered space is important to make users feel not overwhelmed and create a lasting bond with the platform.
Based on the research I created 3 personas: Jane, Marc and Abena.
1. No easy way to find allergen-friendly recipes.
2. The instructions are often complicated.
3. Users want to eat seasonally.
4. Users are annoyed with the recipe posts being long and the recipe itself placed at the end of the post.
1. Filtering recipes by allergens.
2. Well structured ingredient list and recipe instructions.
3. Filtering recipes by seasons.
4. Keeping recipe posts short and sweet, including just the essential details for the recipe and SEO.
The next step was creating empathy maps for my personas.
Creating empathy maps was very helpful to put myself in the shoes of the users. There is a need for a platform that will provide them with what they are looking for, without redundant clutter.
The next step was to clarify the content needed for the website with a Sitemap.
Creating a site map was an important point to reinforce the goals of the website, outline any possible problems, and get a bigger view at how the page will be constructed.
Due to the big number of categories in sections like recipes, I decided to avoid a long drop down menu, and instead creating filtering in the pages themselves.
Then I created a User Flow to visualize a path that the user follows through ReShape. website to find a recipe they are looking for.
Due to the big number of categories in sections like recipes, I decided to avoid a long drop down menu, and instead creating filtering in the pages themselves.
Last, but not least, the visual design.
Developing a brand system is crucial to make a brand look professional, consistent and cohesive across all outlets. I focused on keywords that the brand wants to be associated with:
| Minimal | Professional | Clear |
After polishing the primary and compressed logo and I created a Brand Identity sheet with main colors and fonts used for ReShape. that is a guide for everyone contributing to ReShape.
When the analyzing and research was done it was time to start bringing the first version of the website to life.
Due to the time pressure, there was no time to polish the details. This is why the decision to release the Minimum Viable Product made most sense. Updating the website while it’s already launched allows to make changes based on the actual user feedback.
Development:
no-code development
Status:
shipped and live
Where to find:
https://reshape-official.com/
Shop page
Product page
Blog posts page
Blog post page
Recipes page
Recipe page
After releasing MVP of the website, it was crucial to observe and look for areas that can be improved.
Many people visited the website to either buy the e-book or find recipes, but the next step for the company is to turn many people into lots.
In order to scale up, the website needed to undergo a redesign. This does not mean redesigning every feature from scratch, but rather, that we now need to focus on the user and their journey in order to tweak flows and features throughout.
The aim for the website is to make plant-based cooking as accessible and easy as possible.
With the current solution there were three problems:
1. Users can just choose one category when they look for the recipes, which is not enough.
2. Users that are interested in seasonal cooking are missing the ‘season’ category.
1. Filtering option that allows to pick more than one category at once.
2. Adding the ‘season’ category.
I designed two different versions for the category filtering and collected feedback though the preference test.
Version 1
Version 2
The results of the preference test showed that both versions could work. In the preference test 33 participants There was just a small difference:
– 48 % for the version 1
– 52 % for the version 2.
I decided to look closely at the comments people left explaining their choice. The second version seemed more clear, simple and ‘to the point’ which is all that ‘ReShape.’ is about.
I focused on version 2 and developed all stages of filtering. Below you can find the main points of process.
Recipe page – before choosing a category
Recipe page – choosing the category
Recipe page – categories filtered
Constant iteration is crucial for the progression of the business. This means: changing the text layout, removing redundant filters, enhancing the architecture, etc. The important thing is that the user is driving the design of the website.
A product is nothing without a user, which is why user concentric design is fundamental.
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