Hannaford Kitchen

A seamless meal ordering experience that helps customers browse, order, and pick up fresh, ready-made meals from Hannaford.

Company

Ahold Delhaize

Role

Product Designer

Duration

2021

Context

Led end-to-end design for key features in Hannaford’s meal ordering experience collaborating with cross-functional teams to refine flows, improve information architecture, and design for real-world edge cases.

Problem

Customers needed a fast, intuitive way to browse meals, place orders, and manage pickups but existing flows lacked clarity, flexibility, and coverage of real-world scenarios like unavailable items or guest checkout.

Solution

Redesigned core journeys including browsing, cart, payment, and order tracking while introducing guest access, clear system feedback (e.g., out-of-stock states), and robust error handling to create a smoother, more predictable experience.

Key Features

Payment

Label text is used to inform users as to what information is requested for a text field. Every text field has a label in the application. The ultimate purpose of labels is to help users understand what information is required in one glance.

Order History

Users can view their order history by going into the profile and past orders. Past orders will keep track of all the past orders the customer has placed through the app. Along with keeping track of past orders, customers can also keep track of upcoming orders. If the customer has scheduled an order for pickup, the customer can track the order through the upcoming order and see the status of the order along with order details.

Who is our customer?

The next step involved analyzing potential users. Working alongside the clients, I successfully identified a user group that expressed their feelings about the need, “I need a simple and convenient way to order, pay, and pick up my fresh and trusted meal solutions from Hannaford”.

Mary Larson, a 32-year-old nurse, is a dynamic individual with two kids and a lovable dog. She volunteers actively, manages school drop-offs, and enjoys exploring various cuisines while always on the move.

Who is our customer?

The next step involved analyzing potential users. Working alongside the clients, I successfully identified a user group that expressed their feelings about the need, “I need a simple and convenient way to order, pay, and pick up my fresh and trusted meal solutions from Hannaford”.

Mary Larson, a 32-year-old nurse, is a dynamic individual with two kids and a lovable dog. She volunteers actively, manages school drop-offs, and enjoys exploring various cuisines while always on the move.

Key Features

Upon joining the project midway, I discovered that the team had already conducted several design thinking sessions with stakeholders. They finalized the MVP features for the proof of concept (POC). These design thinking sessions involved the client and the team to understand the specific needs and possible approaches. Some of the required features for the service include -

Features I worked on

As the design systems and some MVP features were designed by the primary designer, I worked on the remaining features for the application. I did market research, user flows, low-fo, and hi-fi wireframes for the following features. I used the design systems designed by the primary designer.

Market Research

While working on the MVP features, I remembered Jakob's law - users prefer products that are in line with what they are used to. With that, I identified a few products that were already exemplifying aspects of my design goals really well to see what I could learn from them.

While working on the MVP features, I remembered Jakob's law - users prefer products that are in line with what they are used to. With that, I identified a few products that were already exemplifying aspects of my design goals really well to see what I could learn from them.