core fresh hero image

Disclaimer:The thoughts expressed in this case study are my own and do not necessarily reflect those of the client and their business. The designs, content and any other assets belong to the company in mention and should not be copied or re-used in any way.

  • RoleDesign and Product Strategy

  • Duration2019

  • TeamContract

Core Fresh aimed to become a meal-prep company that offers households the opportunity to enjoy clean and fresh meals without the hassle of shopping for ingredients and cooking. Sustainability is a key focus for Core Fresh.

Meals for home & on the go

Project overview

Core Fresh aimed to become a meal-prep company that offers households the opportunity to enjoy clean and fresh meals without the hassle of shopping for ingredients and cooking. Sustainability is a key focus for Core Fresh.

Every day, meals are carefully planned, ingredients are sourced meticulously, and meal packages are delivered to subscribers’ front doors at their preferred times. Additionally, Core Fresh offers two store fronts where customers can pick up to-go meals and snacks at any time.

In collaboration with our client, we successfully brought Core Fresh from concept to market in just 5 months. This process included:

  • Strategy and market research
  • System design
  • Product Design
  • Order pickup and delivery system
  • Product Development
  • Copywriting

The Approach

Strategy & Planning

This project started with a market research phase. Our goal was to identify the local competitors and analyze their offerings to customers. Although the local market wasn’t overcrowded with competitors, we identified some areas where Core Fresh could differentiate itself. Specifically, we focused on enhancing their online experience and custom order creation. During our research, we discovered that most competitors were using an existing platform, which we believed was actually holding them back.

Competitive analysis - local competitors
Competitive analysis - local competitors

We also needed to provide a clearer understanding of the requirements for bringing this type of product to the market. How much will it cost? How long will it take? Who are the potential users? What type of systems do we need to establish?

During this process, we also examined some of the larger companies (eat purely, freshii, clean eats meal prep). We didn’t want to start from scratch and recognized that we could gain valuable insights from their successes and failures. After completing the market research, we began planning and focusing on the areas where Core Fresh could differentiate itself.

  • Providing an intuitive digital experience.
  • Allowing customers to place individual orders or set up meal-prep subscriptions.
  • Making it easy for customers to customize orders based on preferences or dietary restrictions.
  • Creating a process and system that enables both customers and Core Fresh employees to track and fulfill orders, both online and in-store.
Core Fresh Site Map
Core Fresh Site Map

Focusing on the user

Product Development

We assisted Core Fresh in developing their complete meal plan product and system. We conducted tests with various lengths and types of plans to better understand how users perceive meal plans in relation to their goals and priorities. The key factors that emerged were stress-free experience, simplicity, freshness, and access to dietary experts. Based on this, we suggested emphasizing three customizable meal programs, along with the option for a fully customized meal prepared in collaboration with a Core Fresh expert employee.

How it works steps 1 and 2
How it works steps 1 and 2
How it works steps 3 and 4
How it works steps 3 and 4

People consider their food choices to be of utmost importance in maintaining a healthy lifestyle. Our goal was not only to introduce a new product to the market but also to raise the standards for quality in online meal-prep experiences. To achieve this, we needed to effectively communicate the following:

  • The unique aspects of Core Fresh
  • The process and functionality of their meal prep and planning
  • The flexibility provided to local customers
  • The personalized meal plans designed to help customers achieve their goals

Mobile First

Product Design

The main focus of this project was to create an elegant and user-friendly online order and subscription product. To refine the user experience, we developed a basic prototype for the meal plan selection workflow. This allowed us to validate with customers and effectively communicate the desired outcome. As we were building the product on the Shopify platform, we also needed to validate our data and mental model.

Core Fresh Meal Plan: Select Duration
Core Fresh Meal Plan: Select Duration
Core Fresh Meal Plan: Select Plan Type
Core Fresh Meal Plan: Select Plan Type
Core Fresh Meal Plan: Select Boxes
Core Fresh Meal Plan: Select Boxes
Core Fresh Product Details
Core Fresh Product Details
Core Fresh Custom Meal Plan
Core Fresh Custom Meal Plan

Easy-to-manage

Shopify Setup

One of the challenges we faced with Core Fresh was the need to establish a comprehensive solution for creating, managing, and monitoring orders, both through online channels and in physical stores. After careful consideration, we concluded that Shopify was the ideal platform for us to address this requirement. Shopify provides us with the necessary versatility to develop custom applications that seamlessly integrate with their system, and that is precisely what we did. By leveraging Shopify’s capabilities, we were able to enhance our order management processes and ensure a smooth and efficient experience for our customers.

Shopify admin setup
Shopify admin setup

Outcomes

Product Launch

During user testing, we observed a 13% increase in the selection of higher price point meal plans. This was achieved by utilizing Choice Architecture and arranging the plans in a different order. We received some feedback:

“it felt more important in this order”

“I felt like I was getting more value for my selected plan”

It’s challenging to capture everything we assisted Core Fresh with in just a few images, but it was a significant and exciting project. Although the product and business model have undergone some changes since we completed our work, we take pride in the fact that our delivery resulted in a successful launch in 2019!

The future is bright for Core Fresh and we’re glad to have played such an important role in their journey.

Core Fresh Product Details
Core Fresh Product Details