PROJECT INFO

Role: Product Manager

Tools: Sketch, & Photoshop

CHALLENGE

Impossible Foods is a a Silicon Valley startup disrupting the food industry with a plant-based burger that rivals a meat-burger. While celebrity chefs continue to bring attention to this product, users are not able to receive a notification through the website when the Impossible Burger is available in their city. One of the main goals of this project was to create a product feature based on insights gained through qualitative and quantitative analysis.

RESEARCH

This project included the following methods and tools: competitive research, quantitative and qualitative analysis, user interviews, and a journey map.

KEY INSIGHTS
  • The Impossible Burger is currently available in restaurants only.
  • The company is using social media and celebrity chefs to drive attention to restaurants serving its product.
  • Key customer segments include the following: meat-lovers, health and dietary conscious, vegetarians, food enthusiasts, vegans, and environmentally conscious.
  • Competitors are actively collecting user information to send notifications when products are available locally.

CUSTOMER JOURNEY MAP

SOLUTION

A newsletter signup will appear when users search for product availability in their city and receive no results. Outside of the city locator page, a newsletter modal will appear on the homepage for a specified amount of time. Building a user database and providing valuable information to users will help establish Impossible Foods as a leader in the food industry. Targeted communication around product availability and future products will increase revenue and build loyalty.

LOCATION PAGE

WIREFRAMES



USER STORIES & ACCEPTANCE CRITERIA


1. As an anonymous visitor, I want to sign up for a newsletter so that I can receive email updates.

AC: As an anonymous visitor, I see a newsletter modal on the home screen.

AC: As an anonymous visitor, I can add my email address.

AC: As an anonymous visitor, I can add my zip code.

AC: As an anonymous visitor, I am alerted if my email address or zip code is incomplete.

AC: As an anonymous visitor, I can click submit.

AC: As an anonymous visitor, I see a confirmation that I have been added to mailing list.

AC: As an anonymous visitor, I will receive a confirmation email.


2. As an anonymous visitor, I want to exit the newsletter modal if I am not interested in filling out the form.

AC: As an anonymous visitor, I click an ‘x’ to return to the home page.

AC: As an anonymous visitor, I click outside of the modal return to the home page.

AC: As an anonymous visitor, I press the escape key to return to the home page.


3. As an anonymous visitor, I want to sign up for the newsletter if the Impossible Burger is not available in my city.

AC: As an anonymous visitor, I am prompted to sign up for the newsletter to receive updates on when the Impossible Burger will be available at a location near me.

AC: As an anonymous visitor, I can add my email address.

AC: As an anonymous visitor, I can add my zip code.

AC: As an anonymous visitor, I am alerted if my email address or zip code is incomplete.

AC: As an anonymous visitor, I can click submit.

AC: As an anonymous visitor, I see a confirmation that I have been added to mailing list.

FINAL CONSIDERATIONS

Impossible Foods is currently in the start-up phase. The company needs to build a community and engage with their audience through various channels. Building a user database will improve communication and increase revenue through enhanced awareness of product availability. To test the success of this feature, the following metrics need to be tracked and assessed:

  • Number of newsletter signups.
  • Revenue increase through more targeted communication around product launches.
  • Response to deals offered.