Consumers are increasingly concerned about their diet food and as a consequence want to learn more about what they eat. For the food industry, failing to provide correct information contained in the product labels with respect to market regulations can be a serious issue.
SGS, a leading certification company, provides product owners and their consultants with a saas paltform that allows them to collect and interpret food labels in a simplified way: the project consisted in creating a UI proposal for the minimum viable product after the analysis of user needs and product requirements.
Product stakeholders gathered during brainstorming sessions to define the user profiles by analysing the data coming from market research and SGS internal surveys. Four user personas were identified:
- the product owner, whose main need is to find reliable experts and to know the food regulations;
- the reviewer, interested in providing an efficient service;
- the marketer, more inclined to seize market opportunities avoiding excessive costs and penalties;
- the advisor, mainly interested in legal compliance issues.
Starting from these data, the next step was to illustrate the customer journey map of the primary persona – the product owner – identifying the main pain points and opportunities of the user experience, which largely involve the reliability, range and timing of the service offered.
The user’s path was then tracked through a user flow to define the steps and interactions within the system: this document served as a blueprint for the prototype.
After several iterations, a UI prototype was designed using a high definition wireframe. The approved version was then translated into graphical mockups based on the client’s style guidelines.