Service:
UX Design & Research
Client:
Yumfoods / Resource Point AB
Field:
E-commerce, Food
Year:
2024
E-commerce redesign
Project
In this project I redesigned a full e-commerce website and added new features such as payment flows, private and business accounts and subscription options. I also created a full design system and conducted research using multiple methods.
Project
In this project I redesigned a full e-commerce website and added new features such as payment flows, private and business accounts and subscription options. I also created a full design system and conducted research using multiple methods.
Project
In this project I redesigned a full e-commerce website and added new features such as payment flows, private and business accounts and subscription options. I also created a full design system and conducted research using multiple methods.
Designing the selling point
The website offers home-cooked meals that are ready-to-heat. Their main selling point is how much time the meals are saving you, but by ordering through the website, you hit a wall at the checkout. If you can't finish your order, how fast is it really saving you time?
Designing the selling point
The website offers home-cooked meals that are ready-to-heat. Their main selling point is how much time the meals are saving you, but by ordering through the website, you hit a wall at the checkout. If you can't finish your order, how fast is it really saving you time?
Designing the selling point
The website offers home-cooked meals that are ready-to-heat. Their main selling point is how much time the meals are saving you, but by ordering through the website, you hit a wall at the checkout. If you can't finish your order, how fast is it really saving you time?
Challenge
The main challenge of this project was to meet the company's promise: Time-saving. A seamless and intuitive experience throughout the whole purchase flow.
Challenge
The main challenge of this project was to meet the company's promise: Time-saving. A seamless and intuitive experience throughout the whole purchase flow.
Challenge
The main challenge of this project was to meet the company's promise: Time-saving. A seamless and intuitive experience throughout the whole purchase flow.
Research
User Stories
Personas
Workshop
Heuristic Evaluation
Site map
Card sorting
User Stories
Personas
Workshop
Heuristic Evaluation
Site map
Card sorting
Settings for account
Subscription settings and overview
cart & checkout
Challenge
You weren’t able to see your order summary and you couldn't complete your order through the website. The website also lacked information about what would happen next.
Challenge
You weren’t able to see your order summary and you couldn't complete your order through the website. The website also lacked information about what would happen next.
Challenge
You weren’t able to see your order summary and you couldn't complete your order through the website. The website also lacked information about what would happen next.
Solutions
A side-cart was created and became accessible through the navigation bar on every page. I also designed a full checkout flow with payment methods through Stripe. The purchase flow followed a recognisable and intuative E-commerce standard, and helps the user to complete their order step by step.
mENU
Challenge
The website was made from the company’s perspective, not the user’s. The old menus were sorted by the suppliers, which didn't give the user any clues on what to find under each menu.
Challenge
The website was made from the company’s perspective, not the user’s. The old menus were sorted by the suppliers, which didn't give the user any clues on what to find under each menu.
Challenge
The website was made from the company’s perspective, not the user’s. The old menus were sorted by the suppliers, which didn't give the user any clues on what to find under each menu.
Solutions
The three separated menus were remade into two menus - one for all individual meals and one for premade meal kits that are tailored for different needs, such as The Vegetarian Kit or The Family-Friendly Kit. A filter functionality was added for different diets, types of meat and allergies.
Solutions
The three separated menus were remade into two menus - one for all individual meals and one for premade meal kits that are tailored for different needs, such as The Vegetarian Kit or The Family-Friendly Kit. A filter functionality was added for different diets, types of meat and allergies.
Solutions
The three separated menus were remade into two menus - one for all individual meals and one for premade meal kits that are tailored for different needs, such as The Vegetarian Kit or The Family-Friendly Kit. A filter functionality was added for different diets, types of meat and allergies.
Accounts & subscriptions
challenge
Before, the subscriptions were handled manually and required a personal contact with the company, which made it inefficient to subscribe to the meals.
challenge
Before, the subscriptions were handled manually and required a personal contact with the company, which made it inefficient to subscribe to the meals.
challenge
Before, the subscriptions were handled manually and required a personal contact with the company, which made it inefficient to subscribe to the meals.
Solutions
Accounts were created from scratch, for both business and private customers. The customers can manage their subscription quick and easy from here.
Solutions
Accounts were created from scratch, for both business and private customers. The customers can manage their subscription quick and easy from here.
Solutions
Accounts were created from scratch, for both business and private customers. The customers can manage their subscription quick and easy from here.
Tailored solutions
Challenge
There were no tailored solutions to meet the user's biggest pain point - lack of time. Instead, the flow was slowing the user down through non-intuative flows and a lack of payment methods. Despite this, the biggest selling point for Yum Foods is that their ready-to-heat meals saves the customer time. Therefore, the website needs to meet this expectation.
Challenge
There were no tailored solutions to meet the user's biggest pain point - lack of time. Instead, the flow was slowing the user down through non-intuative flows and a lack of payment methods. Despite this, the biggest selling point for Yum Foods is that their ready-to-heat meals saves the customer time. Therefore, the website needs to meet this expectation.
Challenge
There were no tailored solutions to meet the user's biggest pain point - lack of time. Instead, the flow was slowing the user down through non-intuative flows and a lack of payment methods. Despite this, the biggest selling point for Yum Foods is that their ready-to-heat meals saves the customer time. Therefore, the website needs to meet this expectation.
Solutions
The homepage gained useful information, CTA-buttons and sections that nudges the user to navigate to the desired destination.
Personas were created based on customer needs and pain points.
I created a quick-purchase section on the first page to meet the main user pain point - lack of time. Directly on the homepage, it offers tailored meal-kits with a variation of meals within their preferred diet, such as ''vegetarian meal-kit'' or ''halal meal-kit''. They choose the amount of meals they want, and just like that, they don't need to worry about what's for dinner the upcoming days.
From the first day she started the Yum Foods project, Sofia has proven that she is a talented UX designer who brings creativity, passion, and a user-first mindset to every project she takes on. Having had the chance to collaborate with her, I’ve seen firsthand how her design skills—combined with her sharp attention to detail—create seamless, engaging user experiences. Sofia not only excels at UX research and design based in human psychology, but she’s also an amazing team player who brings positive energy to every challenge.Whether it's through her proficiency in Figma or her ability to solve complex problems with innovative solutions, Sofia is truly a beacon. Anyone looking for a driven, talented, and collaborative designer would be lucky to have her on their team!
IBUZOR OGBOWUOKANA | PROJECT LEADER
IT-Project Leader at Resource Point
I had the pleasure to work with Sofia in our in-house project (Yum Foods) where she was part of our UX/UI team working together with the development team. We already had a design of our Yum Foods portal but the new prototype delivered to us by the new UX/UI team was way better than what we had. We are happy to endorse Sofia for any future projects, we know she will be amazing and it was a pleasure to work with her. Her contribution to our project was priceless. We hope our paths cross again.
RISTO MITREVSKI | MANAGER
CEO of Resource Point
WHAT DO OTHERS HAVE TO SAY?
WHAT DO OTHERS HAVE TO SAY?
From the first day she started the Yum Foods project, Sofia has proven that she is a talented UX designer who brings creativity, passion, and a user-first mindset to every project she takes on. Having had the chance to collaborate with her, I’ve seen firsthand how her design skills—combined with her sharp attention to detail—create seamless, engaging user experiences. Sofia not only excels at UX research and design based in human psychology, but she’s also an amazing team player who brings positive energy to every challenge.Whether it's through her proficiency in Figma or her ability to solve complex problems with innovative solutions, Sofia is truly a beacon. Anyone looking for a driven, talented, and collaborative designer would be lucky to have her on their team!
IBUZOR OGBOWUOKANA | MY FORMER PROJECT LEADER
IT-Project Leader at Resource Point
I had the pleasure to work with Sofia in our in-house project (Yum Foods) where she was part of our UX/UI team working together with the development team. We already had a design of our Yum Foods portal but the new prototype delivered to us by the new UX/UI team was way better than what we had. We are happy to endorse Sofia for any future projects, we know she will be amazing and it was a pleasure to work with her. Her contribution to our project was priceless. We hope our paths cross again.
RISTO MITREVSKI | MY FORMER MANAGER
CEO of Resource Point
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Location:
Gothenburg, Sweden
6:07:41 PM
Contact
sofia.joelson1@gmail.com
+46 704 833 123
©2025 Sofia Joelson
Social:
Location:
Gothenburg, Sweden
6:07:41 PM
Contact:
sofia.joelson1@gmail.com
+46 704 833 123
©2025 Sofia Joelson