Honey Baked Ham
Digital Product Development
Designing a next-gen mobile application experience and reimagining their website.
Role
Product designer 100%, with another designer 50% on the project.
Tools
Figma, Slack, & Figjam
Duration
The initial project was 4 weeks, but the client liked our work, so it was extended by 4 weeks.
Process
Discovery, Ideate & Design, Handoff
Honey Baked Ham, a strong and well-known brand, approached our team at Steller Elements needing assistance with expanding their online presence. Their current customers were only visiting during peak seasons which were holidays like Easter, Thanksgiving, and Christmas. Additionally, they have a new loyalty program and they have recently been rolling out smaller, more convenient meals, but lacked a proper avenue to facilitate their sales.
The Challenge:
I was tasked with finding out the ultimate business drivers and requirements and the user core needs, and then applying our findings to defining key user flows for the mobile application.
The Opportunity:
The Approach:
To truly understand the best approach for the mobile application, we began our discovery which included…
Dig deep into business drivers
Identify users core needs & hurdles
Validate our hypotheses
What we uncovered, understanding the users:
We kicked off discovery with a deep dive, which included User Journey Mapping, Ideation Sketching, Lean UX Canvas, and Defining the MVPs. With these 4 main discovery tasks, we were able to identify who their top users are and understand their needs for the native mobile app to be successfull.
What he heard:
Basic Business Outcome
Use convenience ordering to help increase regular day-to-day sales.
Expand into the “convenience ordering” market.
An avenue for additional customer engagement and marketing opportunities with an enhancement to their user experience.
Who the user is
Identifying and focusing on a specific user persona, Quinn: The Queen of Convenience.
Works full time, married with kids.
Main meal provider for the family.
Would love to earn rewards.
Wants meals on the table quickly and easily.
What They Need
Streamline the lunch and weeknight dinner purchasing.
Integrate a new loyalty plan that incentivizes customers with reward points and offers.
Help approaching an integration with their website ordering system/experience.
Feature Definition & Prioritization
Due to the short duration of the project, it was important to identify 5 key users flows that would provide the client with a successful outcome and to be able to continue to build on the designs provided.
Designs for Mobile App:
Highlighting ready-to-eat meals makes adding a Ham Classic and checkout easy for users.
Introduce all new Hony Baked Rewards to promote customer loyalty.
Outcome:
The initial project was completed in 4 weeks, during which we provided the stakeholders with detailed documentation for building the app. The Honey Baked Ham mobile app is still in production.
The clients returned, extending the project by another 4 weeks to work on designs for their website, ensuring the app's functionality and look and feel were mirrored on the web. Additionally, I paid close attention to the checkout process, as it was more complex due to allowing multiple shipping addresses at checkout.
Web Design
Reflection:
The outcome of the web design project was successful. We completed the web designs in 4 weeks and provided detailed documentation for the team. This included a thorough redesign of the checkout process to handle multiple shipping addresses, resulting in a cohesive and user-friendly experience across both platforms.
To see the designs live, head to the Honey Baked Ham website.
