Client: Caviar - Product Marketing Team

My Role: Lead Strategist & Researcher

Project Goal Definition / Trends Research / Primary Qualitative Research / Business Strategy / Competitive Audit / Product Ideation / UX Interviews / Social Test Ad Copywriting

Fictive Kin was hired by the Product Marketing team at Caviar to come up with new ideas for a digital product that could set them apart in the crowded food delivery space. Leaning into their competitive advantages around customer perceptions and pricing structures, myself along with the Design Lead came up with 15+ viable product ideas based on insights about the food/restaurant industry, later narrowed down to three ideas to further vet.

The final idea, focused on vastly improving the user experience for those with allergies or special diets, was later implemented within their homepage content and social ad copy, bringing Caviar into a new, positive light for this delivery-anxious audience.

Our Goal:

Ideate digital products for Caviar that could relieve, reframe, or remove tensions in diner-restaurant interactions.