FreshChefs
FreshChefs is a meal kit delivery service focused on bringing authentic Indian cuisine to the Greater Toronto Area. Their commitment to offering a diverse range of healthy, easy-to-prep Indian recipes sets them apart. Each dish is thoughtfully curated, providing a well-loved Indian recipe that can be prepared in just 15 minutes, making it both convenient and delicious for those looking to enjoy authentic flavors at home.
They approached our team to redesign their website, improve usability, and address growing user frustration around navigation, content clarity, and visual consistency.
Visual Exploration
Moodboard
Our team pulled visual inspiration from FreshChefs’ brand assets, Indian culture, and competitors such as Blue Apron, Home Chef, and Plant Prepped.
My personal references:
Blue Apron: Clear button styling and simple hierarchy
Home Chef: Clean layout and consistent CTA structure
Plant Prepped: Vibrant color usage without overwhelming users
Color Exploration
We experimented with culturally meaningful colors grounded in Indian cuisine–saffron orange, turmeric yellow, and coriander green–while ensuring WCAG accessibility compliance. Our final palette centered on a warm, accessible orange with supportive neutrals for background and text.
Style Guide
To maintain a unified look across all screens, our team developed a shared style guide:
Primary Color: Accessible orange drawn from Indian culture
Typography: Friendly sans serif fonts for clarity
CTA Buttons: Bold, consistent placement and size
Spacing System: Clean, open layout to support scan-friendly reading
I ensured that all copy elements followed voice & tone principles, clear, warm, and instructional and contributed to visual spacing standards on the FAQ screen.
Style and Brand
I chose an accessible light orange as the primary color, drawing from its cultural significance—orange is a traditional color in India with religious connotations, and yellow is often associated with happiness and confidence in Indian culture. These hues, along with red, also symbolize key spices in Indian cuisine like saffron, turmeric, cardamom, and coriander.
I used the client’s existing brand colors as a foundation, experimenting with different combinations to ensure both readability and accessibility. Accent colors were carefully tested across various UI elements, including buttons, links, and call-to-action items, to create a cohesive and user-friendly design.
UX WRITING
Product Feature: Onboarding Flow for an Fresh Chefs Food Delivery App
Objective:
To craft an inviting onboarding experience that introduces new users to the app’s main features, helping them easily browse, customize, and order authentic Indian dishes.
Sample Screens:
Welcome Screen
Copy: "Welcome to FreshChefs! Bringing authentic Indian flavors straight to your doorstep."
Goal: Warmly welcome users while setting the expectation of flavorful, authentic cuisine.
Feature Highlight (Menu Browsing)
Copy: "Craving a specific dish? Browse our menu by region or type—find everything from street food to classic curries."
Goal: Introduce the curated browsing options, helping users quickly locate dishes they’re craving.
Feature Highlight (Customization Options)
Copy: "Customize your spice level and add-ons! Make each dish just the way you like it."
Goal: Empower users to tailor their meal to personal tastes, highlighting flexibility in spice levels and extras.
Permissions Prompt
Copy: "Allow notifications to stay updated on order status and exclusive offers for your favorite dishes."
Goal: Encourage users to enable notifications, emphasizing the benefits of real-time updates and deals.
Completion Message
Copy: "You're all set to order! Discover new dishes, savor old favorites, and enjoy the taste of Indian cuisine!"
Goal: Inspire excitement for the user’s first order, wrapping up the onboarding with a call to explore.
Rationale:
The copy is welcoming and enthusiastic, conveying the warmth and richness of Indian cuisine. Each step is designed to guide users smoothly through the app’s functions, keeping the focus on personalization, convenience, and the authentic flavors they can enjoy.
