Project Overview
TiffinBox addresses the growing need for authentic, home-style Indian meals among young professionals and students living away from family in metropolitan cities. The platform connects users with local home chefs, delivering fresh, customizable meals within 30 minutes.
30 Min Delivery
Fresh meals delivered within 30 minutes
Target Users
Working professionals & students
Main Goal
Recreate the "Ghar ka khana" experience
Customizable
Personalized meal options
My Role & Responsibilities
• User research and persona development
• Information architecture and user flows
• Wireframing and prototyping
• Visual design and design system creation
• Usability testing and iteration
The Challenge
Despite the growing demand for home-style food delivery in Indian metros, existing solutions failed to create trust and emotional connection with users. The initial TiffinBox experience suffered from complex flows and lack of transparency.
Low User Retention
Users were ordering once but not returning, indicating poor first-time experience and lack of emotional connection.
The Core Problem
How might we create a trustworthy, emotionally resonant food delivery experience that makes users feel connected to home, even when they're far away?
User Research
User Interviews
15 participants
In-depth conversations with target users about their food habits and pain points
Survey Analysis
120 responses
Quantitative data on food preferences, spending habits, and delivery expectations
Usability Testing
8 sessions
Observing users navigate existing food delivery apps and identifying friction points
Competitive Analysis
5 platforms
Analyzing strengths and weaknesses of existing food delivery services
Key Insights
78%
65%
don't trust unknown food sources
82%
prefer customizable meal options
71%
want to know their chef's story
User Pain Points
Lack of transparency about food preparation and chef background
Overwhelming customization options leading to decision paralysis
Unclear pricing and hidden costs during checkout
Generic food photos that don't evoke emotional connection
User Needs
Build trust through chef stories and transparent preparation process
Simplified customization with smart defaults and guided choices
Clear pricing upfront with subscription benefits explained
Emotional connection through storytelling and authentic imagery
Problem Statements & Design Goals
UX Design Objectives
1
Increase user trust and confidence in food safety
2
Reduce meal customization time by 60%
3
Improve subscription conversion rate
4
Create emotional resonance with 'Ghar ka khana' concept
5
Enhance overall user retention and repeat orders
UX Process
User Persona
Created detailed personas representing our target users
User Journey
Mapped the complete user experience from discovery to retention
Wireframes
Designed low-fidelity wireframes for key user flows
Visual Design
Applied brand identity and created high-fidelity mockups
Primary Persona
Priya Sharma
• 26 years old
• Software Engineer
• Lives in Bangalore
• From Rajasthan
Pain Points
Misses home food
No time to cook
Doesn't trust outside food
Limited budget
Goals
One challenge was ensuring privacy while maintaining an easy-to-use interface. Our team developed an accessible settings.
Key Design Solutions
Chef Stories
Personal profiles with photos, backgrounds, and specialties to build trust and connection
Smart Customization
Progressive disclosure with smart defaults and visual meal builder interface
Subscription Flow
Clear plan comparison with flexible options and transparent pricing
Visual Design System
Color Palette
Mustard Yellow
#FFC857
Primary brand color, CTAs
Earthy Green
#6B8E23
Success states, fresh ingredients
Coral Orange
#FF7043
Accent color, warm touches
Warm Gray
#6B7280
Text, secondary elements
Light Background
#FAFAFA
Page backgrounds
Typography
H1 - Sample Text
Page titles
Section headers
Card titles
Main content
Labels, metadata
Font Family:
Inter, system-ui, sans-serif
Characteristics:
Clean, readable, modern with warm personality
UI Components
Buttons
Cards
Sample Card
Rounded corners, subtle shadows, clean layout
Imagery & Iconography
Sample Card
Authentic Indian home-cooked food photography
Warm, natural lighting
Traditional tiffin boxes and serving ware
Smiling, diverse Indian chefs
Icon Style
Rounded, friendly line icons
Consistent 2px stroke weight
Food and cooking themed iconography
Cultural symbols (tiffin box, Indian spices)
Visual Design
Results & Impact
After implementing the redesigned experience, we conducted usability testing with 25 users and measured key metrics over 8 weeks post-launch.
40%
increase in user retention
Users returning for second order within 7 days
65%
faster meal customization
Average time to complete order reduced from 8 to 3 minutes
4.6/5
trust score improvement
Users rating their confidence in food safety
28%
subscription conversion
Users choosing subscription plans over one-time orders
Key Improvements
What Worked Well
Chef stories significantly increased user trust and emotional connection
Progressive meal customization reduced decision paralysis
Transparent pricing led to higher subscription adoption
Warm visual design successfully evoked "Ghar ka khana" feeling
Areas for Improvement
