All Cargill work

Redesigning sign-up for a food delivery app in Central America

I assessed sign-up for Cargill's food shopping app, redesigned how people sign up and sign in, and sketched the next features for the roadmap.

Role
UX designer & researcher
Scope
UX assessment, Journey and workflow mapping, Sign-up and sign-in flows, Feature concepts, Ways of working
Tools
Figma, Miro
Illustration of Aquí + Frescos: a neighborhood store with its product categories, the shopping app, a delivery scooter, and map pins for stores nearby

The product

Aquí + Frescos is Cargill’s food shopping brand in Central America. People buy chicken, dairy, meat and groceries from Cargill’s own brands in one place, either at neighborhood stores or through a mobile app with home delivery.

Aquí + Frescos logo

The problem

New customers had to create an account before they could order, and sign-up and login were where they got stuck. The team needed a clear picture of the current experience before redesigning it, and a way for design to work with their product and development teams.

How the work ran

  1. Map

    The registration flow, the order workflow and the customer journey.

  2. Assess

    Findings by area, turned into opportunities.

  3. Set the cadence

    How design works with product and development.

  4. Redesign

    Sign-up and sign-in, end to end.

  5. Look ahead

    Concepts for the next features.

1Map

I mapped the registration flow end to end: every screen and decision a new customer goes through before they can shop. I also mapped the order workflow and the customer’s journey.

The existing registration flow, mapped.

2Assess

I assessed the experience and grouped what I found by area, from login and password reset to the activation email. Then I turned the findings into ways to take the pain out of registration.

Findings by area, then opportunities for registration.

3Set the cadence

I set up how design would work with the team. I defined a work cadence that takes a ticket through research, concepts, team validation, prototyping, stakeholder validation and dev handoff with QA. I also organized the Figma file by stage, so everyone could see what was in exploration, up for review, waiting on approval or ready for development.

The work cadence, and how the design file was organized.

4Redesign

I redesigned sign-up and sign-in end to end. People can look around as a guest, choose their city first so they see local prices, and sign up with a social account or an email. Signing back in got the same care: clear help when a login fails, a simple way to reset a password, and Touch ID so returning customers can skip typing.

Getting started: look around as a guest, choose a city, then sign up your way.
Signing up: confirm a city and a phone number, set a password, and you're in.
Signing back in: password help and Touch ID.

5Look ahead

Past those first pains, I laid out concepts for the home screen, search, checkout and the customer profile. They gave the team a starting point for each future feature, ready to place on the roadmap.

Concepts for the next features, shown as wireframes.
Enhancements in priority order, and the next steps.

Result

The team got redesigned sign-up and sign-in flows, a working rhythm for design and development, and concepts for the next features ready to place on the roadmap.

Working diagramsThe order workflow and the user journey map.Password required