FoodBridge is growing to become one of the leading platforms in the online grocery delivery space in Nigeria. The company, founded in 2024, sought to make high-quality food items effortlessly accessible to consumers, all while offering the best prices in the market.
TEAM
Charles Dim - Lead Product Designer, Iremide Adediran - 2nd Designer, Michael Ayeni - Front-end Developer, Charles Onedibe - Back-end Developer, Mina - Back-end Developer, Faithful Olaleru - Back-end Developer, Cletus Inalegwu - Product Manager, Ayomide Jones - Founder
THE BRAND IDENTITY
We wanted an identity that strikes a balance between fresh, modern design and the familiarity of everyday grocery essentials. The Foodbridge logo, inspired by the simplicity of a paper bag, is complemented by sprouting leaves that symbolize freshness and evoke the organic nature of farm produce. These visuals highlight the care behind each food item, celebrating the journey from farm to table. My vision for Foodbridge was to create something visually memorable for our customers, thereby enhancing their engagement.
In response to the rising inflation in Nigeria, we set out to create a platform where both individuals and businesses could find quality food items at the most affordable prices.
To achieve this, we developed unique features such as 'food loans' and a price-lock option, allowing shoppers to secure current prices on selected items for a fixed period.
To further enhance consumer engagement, we introduced additional features like a referral program and collaborative shopping lists, creating a user experience centered around convenience and community.
Based on the research team's findings, our target market consisted of busy professionals, businesses in Nigeria, and families.
We explored existing products with similar features, and at that time, none offered the ability to lock prices or provide food loans. I found that aspect particularly exciting.
I could only think of one thing to do: dive in. I started by creating and vetting the user flow for the Price Lock feature. We faced the dilemma of whether to integrate the process within the basic shopping flow or give it its own. Ultimately, we opted for the latter due to its simplicity and clarity.
We designed three main sections of the ecosystem: the dashboard for managerial activities, the shopping website and a mobile app.
For the shopping website, we designed screens that prioritize usability, clarity, and user engagement. Key screens include:
Foodbridge is an active project with usability testing currently in progress to optimize functionality and enhance user satisfaction based on real-time feedback.
Please feel free to reach out if you'd like a deeper dive into the project and its ongoing developments.
Charles Dim 2023