Caliva menu experience

From Caliva’s Garden to Your Doorstep.

I worked on a small team directly with developers to create the Caliva online account and ordering platform generating 1.4M in revenue per month. Caliva is a vertically integrated company so it made sense to offer our products direct to consumers. As a mobile-first platform, it has been recognized as one of the easiest-to-use cannabis-ordering platforms.

Project Goals

• Create a user-friendly, mobile-first online ordering system for delivery and pick-up

• Design a dashboard to support the e-comm platform

• Apply brand guidelines to UI

• Create customer re-engagement guidelines and protocols via communication templates for email and interstitials.

• Drive awareness and revenue to the retail portion of the business

Role and Responsibilities

• Senior product designer and Art direction

• Personas, Sketches, wireframes, hi-fidelity mockups, and prototypes

• Type scale and UI standards incorporated in a scalable UI Kit for developers

• Worked closely with engineers, CTO, CEO, and VP of brand daily

• UX Copywriting

• Product photography and art direction

Process

I was part of a team of 3 engineers, 1 junior designer, and myself leading the design charge. I took on creating the design system and worked with a junior designer to help to create mockups and documentation to communicate design decisions. There were daily standups, but we mostly just worked side-by-side. This helped us get an MVP out quickly and successfully. We worked closely together and launched this product a little over 3 months after we kicked off.

We started with developing personas based on interviews we conducted at the retail store. We then moved to user journeys and flows. I produced wireframes illustrating main screen flows and worked closely with engineering to solve edge cases.

After designing the flows, We implemented the Brand standards and created a design system that was scalable. We tested the product with internal users to iron out any major wrinkles. The product went live and we continue to monitor, test, and iterate.

Outcome

Caliva.com officially launched in late Oct 2017 and we have since been gathering data, iterating and improving. Based on some early research, we iterated on a cart flow that allowed us to see a significant decrease in cart abandonment numbers. Additionally, user research pointed to an improved strategy with our category structure, home page layout and customer communications.