Creating a New Product: From User Flows to Prototypes

When Obvious Foods — a startup created in Target's incubator focused on providing fast compartmentalized school lunches to busy parents — came to Blend Interactive to discuss creating a website and commerce app, we began where it made the most sense: by diving deep into the personal experiences of those who would most likely use the service.

Starting from a point of zero recognizability, a new brand can be difficult to prop up; however, when doing research on a new product, this is a perfect place from which to get unbiased and totally honest reviews. Blend performed focus tests with potential users to determine both site usability and product usability — helping make some organizational choices along the way — and developed detailed user flow diagrams to help visualize how a user would work their way through the site as a browser, a consumer, or a seasoned returner.

Finally, we recognized all of this information for what it was: a complex content plan that just so happened to end in a check out. We developed a plan for leading users through the sign-up process, and provided usable content for people to purchase, change, and manage their accounts.