Dr. Todd Singleton

I built Dr. Singleton’s website in WordPress because it is a commonly heavily supported platform that most webpage developers can maintain. I consolidated all his sites and social media into one place his patients can come and learn about Dr. Singleton and his services.

The client

Dr. Todd Singleton

Today the Dr. Singleton site is live at: drtoddsingleton.com

Dr. Todd Singleton is a chiropractic doctor with decades of experience developing his weight loss and pain relief programs. He has trained over 2500 clinics on how to use his weight loss program and continues seeing patients daily. My challenge was to consolidate several websites and social media channels.

Project overview

Tools Required

WordPress, pencil paper, email, SMS

Engagement Type

Work for hire

Resources

Dr. Singleton, myself

Duration

4 week canvas

The Problem

Dr. Singleton had several poorly designed websites and multiple social media accounts with several accounts with each channel; this splintered his brand message across the web.

The Challenge

  1. Find all the social media sites for Dr. Todd. Then, shut down the extra accounts and consolidate each SMC (Social Media Channel) into one account.
  2. Develop a new website to consolidate the brand and educate Dr. Todd’s clientele from one source.
  3. Create accounts that will pull all web traffic through one point.

 

The Solution

Research told us that consumers want a product that is: 

  1. Build a new website
  2. Social Media
  3. Google business

Opportunities

  • Users told us they don’t mind going into the store.

Objectives

Who is the end-user?

Busy individuals want the convenience of a meal kit and want it customized to their needs.

Why will the user use the app?

Because they care about want to control what they eat.

What will be the user’s end goal?

Health food options for themselves and or their families.

When will the user use the app?

The app will use anytime the user needs to plan a meal.

Where will the user use the app?

The app is mobile there so it could be in bed night or in a parking lot before leaving work.

How will the user accomplish their goal?

Their goal will be accomplished by using the feature that enables them to customize the recipe of their choice.

What we learned

What they do
  1. Most of our users are mature, successful working women with families.
  2. They shop twice a week.
  3. They plan and prepare the family meals.
What they say
  1. They don’t mind shopping.
  2. They see shopping as their weekly get away.
  3. The want to support their local grocery store.
  4. The want help with meal prep and planning.
What they think
  1. A prepped meal ready to cook sounds easy.
  2. Meal kits are not a good value.
  3. There is not enough time.
  4. They want healthy options.
What they feel
  1. Meal kits are overpriced.
  2. Family mealtime is important.
  3. Supporting local groceries stores is important.

Pains

  1. Schedules are tight, time is limited.
  2. They don’t trust delivery services.
  3. Shopping for diets is difficult.
  4. Meal prep and planning are time-consuming.
  5. dining out is expensive and unhealthy.

Gains

  1. Healthy meals at home.
  2. Buying from the grocer is more affordable.
  3. Accounts for food restrictions.
  4. The app would save time.
  5. Confident in the quality of the food.

Three Week Plan

UX Design

Phase 1

• Competitor Analysis
• Market research
• Proto persona
• Survey

Phase 2

• User research
• User interviews
• User observations

UI Design

Phase 3

• Affinity diagram
• Empathy map
• Explore user needs
• User persona
• User insight

Phase 4

• User Flow
• Information architecture
• Storyboard
• User story
• Feature prioritization

UI Design

Phase 5

• Define MVP
• Low Fi sketches
• Mid Fi wireframes
• Prototype

UI Design

Phase 6

• Test prototype
• Reiterations
• Key takeaways

Phase 1

Competitive Analysis

I placed the competitive analysis first because, as this is an idea, I need to know if this is a viable concept that solves a problem in the market. In addition, competitive analysis and secondary research will help understand the size of the market and Xprecipe’s placement in it.

SWOT analysis will begin an understanding of the wants and needs of potential users.

Strengths

  • Creative, healthy recipes

  • High-quality pre-proportioned ingredients

  • Inexpensive

  • A complete meal with minimal preparation

  • Very high-quality ingredients

  • Creative, healthy, high-quality recipes

Weakness

  • Expensive
  • Minimal nutrition-specific recipe customization
  • Extremely low-quality ingredients
  • No nutrition-specific recipe recipes
  • No recipe customization – you get what’s in the kit
  • No ability to order JUST the ingredients of the recipe and then customize
  • Ingredients are available to buy right on the website, but ingredients are not pre-proportioned
  • No nutrition-specific recipes

Survey data highlights

Eighty-eight potential users participated in a survey; 23% were male, and 77% were female. To create a base for the user persona, we used the data from the survey.

Complete set of survey data

Click the following image to view the complete set of survey data.

Meal Prep

55%

of participants wanted an app to help with meal prep.

Gender

77%

of participants we’re female

Partnership

72%

of participants were married or in a long-term partnership

Age groups

79%

of participants we’re between the ages of 25-44

Of 88 participants

83%

we’re interested in a grocery app that helped with meal prep

Secondary market research data

    Online grocery shopping statistics & trend highlights

    • E-commerce grocery sales are expected to hit $129.72 billion by 2023.
    • US supermarket and other grocery store sales hit more than $750 billion in 2020.
    • Americans spend about $120 a week on grocery shopping.
    • Hiring a personal grocery shopper costs about $27 an hour.
    • Coronavirus increased the number of digital grocery shoppers by 41.9%.

    ‘Clunky and scrappy’ user experience is not an option.

    Consumers have more choices than ever before in where to shop online. While brand strength and quality continue to be necessary, the user experience in the e-commerce journey is becoming increasingly relevant for consumers in deciding where to shop.

    Phase 2

    Conducting user research

    1. We created a research plan for my team to follow when conducting the usability tests.
    2. We conducted usability tests with participants to gather as much information as possible.
    3. The interviews were recorded and transcribed to break the information into bite-sized pieces.

    Usability testing Interviews

    Participants were interviewed one-on-one with two separate wireframes. The strengths and weaknesses of these two wireframes are used to drive the design of the final prototype.

    Observations

    Participants were interviewed one-on-one with two separate wireframes. We considered the strengths and weaknesses of these two wireframes to drive the design of the final prototype.

    Phase 3

    Breaking down the information

    1. Using affinity and empathy maps we learned what our participants do and think.
    2. The interviews delivered information such as likes dislikes, frustrations, pains, and gains.
    The following are some interview highlights

    “I like to see the how-to recipe videos”

    “I like the option to add ingredients like extra chicken and pantry items”

    “I like that I can see the different options she can substitute with”

    “I like the pop-up for my personal profile to remind me to adjust it.”

    “I like it gives different options for meat if I didn’t want chicken”

    “I like it gives different options for meat if I didn’t want chicken”

    “It doesn’t really give you much detail on the options, but it’s easier to use”

    “I always look at reviews so showing them with the recipe is really good”

    User-Persona

    We believed a busy single mother would be our target audience.

    We were wrong.
    After our research, the persona emerges as someone completely different from who we predicted.

    Meet Cerise Peters.
    Cerise is a professional accountant employed full-time. She is married to Dave, an IT professional working in Lehi, UT. Together they are the parents of 2 healthy teenagers, 16 and 14.

    Click the previous image to view the complete persona.

    User Insights

    “I wish there were better options to the mealtime dilemma. Current meal kits are pricey and complicated. I need something simple and affordable to pick up and prepare for my family, so we can eat at home more often and save money.”

    “I would love an app like that! Because shipping is not an issue, it’s my local grocery store, which I would love to support.” 

    “I’d love an app where they do meal prep ideas, and then you buy the products, and as long as it’s competitive with the other services and more affordable.”

    “Meal prepping kit delivery services are appealing until you see the price.”​ ​

    Phase 4

    User Flow

    Click the following image to view the complete set of survey data.

    Information Architecture

    Click the following image to view the complete set of survey data.

    Story

    When developing the user story and storyboards, we created them around the persona; we set the scene around a busy professional woman. The stories told us that they were compelling and solved an issue. The stories helped drive our ideation process by describing the functions and features the app would require.

    Phase 5

    Define MVP

    Xprecipe is at this time designed as an MVP minimum viable product). The user will browse for a recipe, choose a meal that will fit the occasion, make any substitutions, purchase the meal and then pick it up at the grocers’ deli counter. We did not design a delivery system for the app. However, there are many services set up for delivery. Therefore, until the research warrants it, delivery would not be an advantage.

    Prototype

    Click the following image to view a larger image.

    Experience the Xprecipe prototype

    Check out the Xprecipe prototype. We designed the user journey to browse for and purchase a chicken alfredo meal kit.
    Click the module below to start the experience.

    Phase 6

    Key takeaways

    1. Being flexible and listening to our users is key, for instance: while we originally thought our users wanted options on brands of products, what they actually wanted was to swap products completely i.e. chicken for shrimp
    2. Testing and iterations, then more testing and iterations on the final mock-up
    3. In-store testing
    4. Additional features such as possible A.I.
    5. Finish patent
    6. Take to the stakeholders

    Other Projects

    Xprecipe

    Concept

    Dr. Todd Singleton

    Work for hire

    Solid# Express Pay

    Work for hire