Length
Role
Deliverables
12 month engagement
4 separate 12 Week projects
UX/UI Design Lead
Mid fidelity wireframes, wireframe annotations, interactive prototype, high fidelity designs
Tools
Sketch, Figma, Invision
Problem
Lamb Weston Holdings, Inc. is an American food processing company that is one of the world's largest producers and processors of frozen french fries and other frozen potato products. Lamb Weston needed an application designed to provide business customers with a way to discover new products, access resources, learn recipes, and earn and spend loyalty points.
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Browse recipes relevant to your business, the product catalogue and resources.
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Scan QR codes to earn rewards points.
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Request samples with the push of button and receive notifications
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Provide users with personalized recommendations on menu optimizations, demography/geography incentives, and alerts on new product introductions
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Allow customers to set milestones. The app tracks their performance and sends encouragement and tips along the way.
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Profile capabilities allow you or your LW sales rep/OSS to input your menu, business model, hours of operation, capacity, high-volume times/days, even staff birthdays
Key Goals
What We Heard
"Independent operators are often time-strapped and wearing thin. They often don't have time to be proactive with things like partner and product research and when they do, they need the process to be simple, streamlined and without frustrations."
- Key Stakeholder
Background
As part of our year long engagement with Lamb Weston we were tasked with doing several projects ranging from the re-design and development of their website, a web application for use at industry trade show booths, a customer loyalty website experience and now a standalone customer loyalty application. During the early months of our engagement with Lamb Weston I was extremely deep in to design systems thinking creating a component library and design system for use across Lamb Weston's digital properties. This design system and component library provided us with the structure and backbone for use on all of our future engagements with Lamb Weston.
Process
My team set out to design a tool that was easy and fun to use, delivered the business requirements and met the needs of the user operating in the busy restaurant and hospitality world. We wanted to lean on the Lamb Weston component library we had already created to make sure the experience felt like a cohesive part of the digital ecosystem. We worked hand-in-hand with the business stakeholders, their third party rewards points API team and their contracted team of overseas front and back end developers to ensure a smooth transition between design and development sprints.
As part of our UX explorations we created three differing home screen experience and interaction explorations that we then pitched to the stakeholders. The Stakeholders provided feedback on a clear direction and we then designed medium fidelity wireframes to help bring the experience to life and ensure all business requirements were being met.
I mapped out and designed wireframes for all of the screens within the app to ensure the journey was smooth and friction-free for the user and that all steps of the process were incorporated in to a cohesive journey through the product.
We coupled the wireframes with annotations of key points within screens and important interactions.
The final part of the UX process was to create a fully interactive prototype of the wireframes to help the business stakeholders get a better understanding of what the experience would feel and look like and so they could circulate it internally amongst their team.
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The user can click the profile picture to access their profile landing page where they are able to contact their sales rep, submit support tickets and change the app settings.
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The announcement cards provide instant insights of special offers and relevant news to customers at the top of their home screen. These are updated regularly to train the customer that this is a space to look for new additions often.
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The interactive carousel provides a visually engaging way to feature select recipes, products, and insights to the customer in a easy to use at-a-glance format.
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The stacked entry cards provide access to the four main content hubs within the deeper experience of the application.
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The bottom navigation bar provides access to key features of the app as well as the main menu by clicking the hamburger icon in the bottom right. The bar is anchored to the bottom of the screen and remains in the same place, easily accessible by the customer's thumb as they scroll through screens within the app.
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Product Design
At this point the team shifted to transforming the wireframes to fully fleshed-out visual designs using the brand's guidelines and existing component library as a reference point and toolkit to help create a robust design system for the application.
Interactive Onboarding
After the user downloads the app, the onboarding process will be the first thing they encounter. We designed a series of fun and playful steps that lets users engage with the content and informs them of the app’s value and benefits
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Seamless Tutorial
Once the user completes their onboarding they will have the option to go through a simple yet informative tutorial. The tutorial will show the users how to navigate through the app and how to successfully experience the app’s full potential
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Feature Highlights
The main features of the app focused on earning and redeeming points and gaining access to valuable operator resources, recipe inspiration and industry insights
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Insights
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Recipes
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Products
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Perks
Exploration & Inspiration
Users can explore all Lamb Weston recipes and find the right inspirations for their restaurants
Product Catalogue
Users can browse through all Lamb Weston products to find what’s right for their business. Product pages featured extensive insights including nutritional information and cooking methods.
Gamification
Users can earn and track their points, then redeem them for rewards that best support their business
Results
The app launched in connection with a marketing campaign and quickly generated a user base of over 20,000 businesses. Engagement between customers and their sales reps increased and positive feedback started flowing in. User redeemed a total of 500,000 rewards points within the first 6 months and the app generated a six-figure increase in company revenue.
