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Objective: Epicured - a prepared meal subscription service for special diets - came to us with two problems:

1) They wanted to validate the user persona developed for them by a design firm in NYC.

2) They needed to reduce customer turnover which they suspected was caused by issues with their website.  



Research, analytics, and testing

Desktop Mockup

Team Members:

Hsingyin Liang

Jill Moloney 

Paul Seid

Tools and Deliverables:

  • User Interviews      Google Analytics

  • Persona

  • Journey Map 

  • Heuristics Evaluation

  • Competitive Matrix

  • Competitive Research

  • Design Studio

  • User Flows

  • Site Map

  • Usability Testing & Report

  • Rapid Prototyping Clickable Prototype

  • Specification Document 

  • Presentation Deck


User interviews and usability testing coupled with an analysis of Epicured's Google analytics data led us to the correct persona for Epicured. Our research process revealed that Epicured's users were quite different from the current persona that they had been provided.

Key Insights - User Interviews


Users were frustrated that they could not use their mobile device to place or make revisions to orders


Users were frustrated by the ordering process


Users started using Epicured for health-related reasons 

Key Insights - Google Analytics

25-34 year olds are the single largest user group, bringing in 58% of revenue for Epicured.

Epicured's previous persona indicated that their users were ages 35-54.

Analytics Insight 1

Epicured's primary persona is female, but it is worthwhile for Epicured to invest in researching their male users in order to create a secondary persona.

Analytics Insight 2

Only one-third of users are male. However, male users spend nearly the same amount as female users.

Epicured assumed that older users did not use mobile devices regularly, so they did not focus on implementing a mobile site. 

Analytics Insight 3

40.47% the users visited the site using a mobile phone, but rarely made purchases.

Competitive Matrix

Epicured thought they had one competitor. Our matrix shows that there are a number of competitors in the prepared meals space. These competitors are either used by Epicured's current users and/or provide meals which can be customized for a specialty diet.

Epic_Competitor Matrix.jpg
Competitive Analysis

Our analysis highlights the business models and features of Epicured's competitors.



The persona was created using the qualitative and quantitative data gained from user interviews and the quantitative data from Google analytics.

Primary Goal

Wants to eat healthier and more nutritious food to feel better


Wants to eat healthier and more nutritious food to feel better

Major Pain Points

Can't use mobile device to place orders

Confusion about modifying orders week-to- week

Emily persona.jpg
Journey Map
Emily Journey Map.jpg

Journey Summary: Emily loves Epicured's meals, but her interactions with the website take her on an emotional rollercoaster where she pivots between delight and frustration. Her frustration is punctuated by the fact that there isn't a working mobile website; she wants to use her iPhone to order food each week and navigate Epicured's service.

Problem Statement: How might we help Emily continue to enjoy her Epicured meals and streamline the ordering process?


The persona and journey map told us what Epicured really needed: an overhaul of their responsive website - emphasizing a mobile-first design and a re-design of their account page to simplify a user's weekly task of updating their order. 

Mid-Fi: First draft of account page

Epicured - Home screen.png
Epicured - Account Page.png
Final mockup - account page
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Returning User Flow

Mapping the user flow helped us streamline the ordering process and decide which screens were needed.

User Flow

Usability Testing

We conducted usability tests on the Epicured website at every step in the process. This included the current website and our Lo-Fi (paper), Mid-Fi, and Hi-Fi wireframes. 

Epic_Usability Test.jpg

Throughout our testing, we used the same tasks and scenario. We watched each task improve along the way. By the last round of testing, 4 out of 5 users were able to do so successfully. BUT....they still went through either periods of uncertainty while completing the task, or completed it using a different method, i.e. not the happy path. In post testing interviews, it was clear that button placement is something that still needs work.

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