With growing demand, the founder struggled to manage custom orders through instagram DMs. This lead to confusion, delays, and missed sales.
She needed a centrailzied soultion to streamline ordering, reduce ghosting, and free her up to focus on what she loved : creating charcutie boards
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Graze Together
OverView
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Timeline
My Role
Figma
1 Month
UX Designer
UX Research
Tools
Problem Statement
Process Overview
User Persona
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I created user perosnas based on research to represent the core needs, frustations, and behavors of typical customers,
helping guide design descions with empathy and clarity
Jessica W.
Age : 29
Occupation : Event Planner
Pain Points :
Needs clarity on pricing
Frustated with delayed responses
Wants faster ordering process
Daniel P.
Age : 34
Occupation : Tech Professional
Pain Points :
Wants quick ordering
Doesnt want to wait for repsonses
Prefers mobile-friendly checkout
Low Fidelity
I started with a super quick, rough sketches to brainstorm layout and visualize th core ordering flow
Mid Fidelity
Using Figma, I created two mid-fidelity wireframes to define layout structure, screen hierarchy and the user journey
with more clarity.
Feedback & Iteration
Testing and Validation
Final Design
Initial testing revealed that while users appreciated the simplicity of the app, they wanted clearer feedback after submitting
an order and more visual cues throughout the menu page
- Added visual preview images and descriptions to each board option
- Designed a confirmation screen with an estimated response time and next steps
After incorporating these changes, I moved into the high-fidelity design phase, refining the UI to match the brand’s aesthetic
and ensure a smooth, mobile-first user experience.
To validate the design and ensure it aligned with user needs, I conducted small-scale usability testing with 4 participants who
matched the business’s customer base, including busy customers and event planners in the Seattle area. These sessions focused
on core tasks such as browsing the menu, submitting an order, and navigating the form flow.
Given the project scope and time constraints, testing was conducted remotely using clickable Figma prototypes. The goal was
to observe how easily users could complete an order without needing outside guidance.
The final product reflected the brand’s modern, handcrafted aesthetic while simplifying the customer experience.
Many small businesses launch on Instagram for its accessibility and visual appeal. But as orders grow, managing custom requests via DMs becomes
inefficient. I partnered with a Seattle-based charcuterie business to design a pre-order app that reduces friction, streamlines requests, and helps
the founder reclaim time.
Reflection
About a 4 week process
Research & Insights
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Instagram Polls : I launched a short poll through the business’s Instagram Stories — the same place most of the ordering
interactions originally happened. Within 48 hours, I received 302 responses from a mix of past and potential customers.
The goal was to gather quick feedback on their experience ordering via DMs and what they wished existed instead.
92% preferred a websie/app over DMs
20% experienced delays or no replies
61% wanted a re-order feature
52% didnt know the available sizes or themes
Customer Quotes
Direct feedback from customers revealed how communication gaps and uncertainty impacted their willingness to order.
These insights highlighted the need for a more transparent and structured experience.
Jake P.
Mary W.
“It felt awkward messaging through DMs — I didn’t
know what to say or how formal to sound.
I just wanted a simple way to order.”
Though the app was not launched due to the founder’s maternity leave, the design was implementation-ready and
well-received by both users and the client.
This project taught me to:
Balance user needs with business constraints
Communicate effectively with small business owners
Adapt quickly when project scopes change
If revisited, I would integrate a lightweight backend for order tracking, introduce an automated follow-up system,
and test a one-click re-order feature for returning customers.
Overall, Graze Together strengthened my ability to design real solutions for real people — translating research into
meaningful digital experiences that make small business operations smoother and more human.
Homepage / Browse Menu
The homepage highlights available board
options with clear visuals, pricing, and
categories for quick browsing. Designed
with a mobile-first layout, it allows users to
explore effortlessly without needing to
message the owner.
Order Flow & Confirmation
Tom A.
Common Questions Page
Users can easily complete their order in
a guided, step-by-step flow — filling in
details like name, date, size, and theme
before reviewing a clear summary. The
process ends with a friendly confirmation
screen, reassuring customers their order was
received and outlining next steps.
A dedicated Q&A section helps customers
find quick answers about board sizes,
pickup options, and customization details.
This reduces repetitive messages for the
owner while improving clarity and customer
confidence before ordering.
“I messaged to place an order but didn’t hear
back for a few days, so I just gave up and
ordered from somewhere else. "
“I reached out through DMs but didn’t hear back
for a few days, so I stopped trying. I wasn’t upset!
Just confused about whether they were taking
orders or not.”
“I wanted to reorder the same board I got before, but I
couldn’t find my old messages. Since I have a lot of
allergies, it’s stressful to start over and make sure all
my notes are included again.
Sue N.