Graze Together
DETAILS
OverView
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.
Timeline
Tools
My Role
Figma
1 Month
UX Designer
UX Research
Problem Statement
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
RESEARCH
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.
Research & Insights
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
“ I messaged and never heard back for a few days, so I just gave up.” “
" It felt weird to place an order through DMs — like I didn’t know what to say or how formal to be. "
"It would be nice if there was a website or app.
Founder Insights
“I couldn’t keep up with DMs — I was losing track of orders and wasting time repeating the same details. "
SYNTHESIS
User Persona
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
IDEATION
Low Fidelity
I started with a super quick, rough sketches to brainstorm layout and visualize th core ordering flow
IDEATION
Mid Fidelity
Using Figma, I created two mid-fidelity wireframes to define layout structure, screen hierarchy and the user journey
with more clarity.
IDEATION
Feedback & Iteration
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.
Testing & Validation
IDEATION
Final Design
Dashboard
Order
Confirmation
Order
Calendar
Q&A
Reflection
After finalizing the designs for Graze Together , the founder decided to pause the project to focus on her growing
family and prepare for maternity leave. Although the app was never launched, the design was implementation-ready
and received positive feedback during early previews. This project gave me the chance to solve a real business
problem and work closely with a solo founder, which deepened my understanding of the challenges small business
owners face and the impact of a well-designed, streamlined user experience.
I learned how to balance user needs with business constraints, stay adaptable when plans change, and strengthen
my communication and empathy-driven design skills. If I were to revisit the project, I would build a lightweight
backend for managing orders, add a one-click reordering feature for repeat customers, and conduct usability
testing earlier to validate assumptions. Despite the pause, this experience strengthened my portfolio and taught me
how to design with clarity, flexibility, and purpose.
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