Fast & Fresh
Bringing meal ordering into the Fast & Fresh app.
Intro
Fast & Fresh allowed customers to order freshly prepared meals, but the experience relied on a DoorDash webview, forcing users to leave the main app and log in again. This disconnected journey led many customers to order directly through DoorDash instead.
We transformed the Meals tab into a native Orders experience, enabling customers to browse store-specific menus, customize meals, and place orders seamlessly within the app. I led the UX design for the core ordering journey, including product listing, product details, customization, cart enhancements, time-based menu availability, future orders, and pickup and curbside experiences. I also introduced micro-interactions like add-on editing, product notes, and upsell recommendations to make ordering faster and more intuitive.
Role
Senior Product Designer
UX Strategist
Status
Shipped
2024
Type
Product Design
Mobile Experience
e-Commerce
Tools
Problem
Customers had to leave the main app to order meals through a DoorDash webview, creating a fragmented experience that led many to bypass the app entirely.
Solution
Redesigned the Meals experience into a native Orders journey with store-specific menus, rich product customization, a smarter cart, and seamless ordering within the main app.
Results
Delivered a cohesive ordering experience with faster decision-making, smoother checkout, reusable interaction patterns, and a stronger foundation for future enhancements like scheduled orders and curbside pickup.
Product Gallery
Process
Challenge
A Disconnected Ordering Experience
The existing Meals experience redirected customers to a third-party ordering platform, creating a fragmented journey that impacted usability and customer retention. The objective was to replace this with a native experience that simplified ordering while supporting future capabilities like scheduling, curbside pickup, and dynamic menu availability.
Current Experience & Key Findings
Before the redesign, the Meals tab acted as a gateway rather than a product experience. Instead of ordering within the Hy-Vee app, customers were redirected to a DoorDash webview, breaking the journey and introducing unnecessary friction.
02
Inconsistent & Outdated Experience
The experience combined legacy UI patterns with a third-party ordering flow, creating visual and interaction inconsistencies. It lacked the flexibility of a modern design system and made it difficult to introduce scalable, reusable components.
Transforming order journey
A walkthrough of the end-to-end ordering experience, designed to make meal discovery, customization, and checkout faster, simpler, and more intuitive.
Result
Reflection
Replacing a third-party webview with a native ordering experience wasn't just a UI redesign—it was an opportunity to rethink how meal ordering fits into the broader Hy-Vee ecosystem. The project reinforced the value of designing beyond individual screens, creating scalable interaction patterns that improved usability today while laying the foundation for future capabilities like scheduled orders, curbside pickup, and personalized ordering experiences.
