2021 - Present
Strategy
Marketing
Service Design
Summary
Mura provides career professionals with meal prep, made by Private chefs for a fraction of the cost. I was tasked with alpha-testing the product as part of the wider rebranding effort.
Problem
Working from home has has left people short on time to cook a full meal in enough time in between meetings, or go gym during your lunch break. But that also leads to an opportunity where you take control of your diet and taste authentic food made by real chefs at a fraction of the cost.
Areas of focus
Business goals
Highlight the value of Mura equipment and that our service will grant access to additional products like performance tracking.
Establish 3 sales funnels for onboarding:
Preppers
Customers
Drivers
Discover + Define
Delaying intuition until the problem is understood continues to be the most effective method. This is the moment during a project when having good questions is far more useful than good solutions.
This project, like many others started with an explosion of questions, assumptions, existing research, stakeholder interviewing, and knowledge sharing.
First point of call was to deepen my understanding of customer behaviours. I posed a series of questions to friends, family and extended public as part of UR guide. This made it easy to share and sharpen our focus.
Once we learned these insights, my co-founder and developer concocted a plan to build out the new system, which first involved fleshing out the onboarding flow for prospective chefs, drivers and customers.
Onboarding
We agreed the best path forward was to define the sequence of informative content that led to an opportunity to build rapport with Chefs, namely 'Finding Reliable Drivers' and 'Systemising the Ordering Process'. This mirrored closely the learnings in the surveys results which we took advantage of and packaged as educational content delivered right to their inbox (when later announced).
We had weekly catch ups with our engineering counterparts where we our combined knowledge of design and engineering. Our components were already built with properties in mind, thinking carefully about adaptability, but we still worked closely to refine and better map these properties to the built versions without impacting on design team skill or knowledge. Consideration was taken into the complexity of this information. to still be usable by Preppers.
Mapping out the service
We had weekly catch ups with our engineering counterparts where we our combined knowledge of design and engineering. Our components were already built with properties in mind, thinking carefully about adaptability, but we still worked closely to refine and better map out the service without impacting on design team skill or knowledge. Made sure the information wasn't too complex, to still be usable by Preppers.
Service map evolved over the Mura lifecycle, as it needed to be done tangentially with the onboarding sequence to ensure Mura's admin staff relay documentation to the Preppers timely and sufficiently.
Business impact
Systemised funnel
Integrated Calendars became updated with consultation calls by prospective clients, hands-free.
Faster onboarding
The average time it took to prepare a new account setup reduced by 31% from an average time of 40mins to 25mins,
Positive user reviews
Preppers, customers and drivers gave very positive reviews about the redesigned user interface. They reported that the interface is easier to use and familiar.