Sector:
System Design, UI/ UX, Business Model
Challenge:
Enabling aspiring chefs and homemakers to receive curated recipes and tutorials with a one stop shop to buy and prepare ingredients
Role:
Researcher, Ethnographer, UI/ UX, Identity, Business plan, User testing
Time:
Solo personal project for 7 Days.
User interviews
Thoughts about Cooking today?
There are so many recipes online, I don't know which ones are suitable for me
I don't know How much to buy without wasting the rest, and also what brands are recommended.
I cant seem to pick a recipe for my skill level.
I like to save recipe ideas on a board and come back to them later.
I like to customize and substitute some ingredients but Its difficult to follow the recipe later.
Takes a lot of work to prepare the food before cooking.
There are so many recipes online, I don't know which ones are suitable for me.
What can I do being a beginner.
Difficult to follow a long course.
Need a place to ask questions and interact with an (active) student group.
This tutorial seems hard. hmmm where can I find something similar.
Problem Areas
Word Building Exercise to layout all research, interviews and assumptions on one page.
Choosing a suitable recipe
01.
Following a new recipe
02.
Picking out Groceries
03.
Exploration
Word Building Exercise to layout all research, interviews and assumptions on one page.
Adventurous
Risky
Ownership
Budgeting
Choices
Mindful
- Bad
- Good
Apathy
Social
Accomplishment
Satisfaction
Heartful Cooking
Creativity
Self Esteem
Self sufficient
Experience
Productive
Busy
Control
Mom
Curator
Fulfilment
Expression
Expensive
Project Goal
For better cooking
Help users discover and get exact recipes for their needs.
Goal 1
Find the right recipes
Learning + Shopping = Gusteau's
Enable users to interact and learn from curated courses.
Goal 2
Be more engaging
Help users shop exact Items and quantities for their needs.
Goal 3
Personalized experience
Project Framing
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
I Believe
I'm trying to
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
Main Value
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
Biggest risk
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
Assuming
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
Who is the user
where does product fit
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
what does it solve
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
How is it used
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
How does it behave
My customers need guidance to prepare a meal and a need for someone to pick out the required ingredients
Home "Restaurant" Style Food
Learning
Shopping
How can I help users make this at their convenience.
User Persona - Bachelors
how can i be more self sufficient.
I feel overwhelmed at the end of the day.
There are so many choices what do i want to pick.
Im wasting time on elaborate recipes.
I always have something i need to do later.
Think & Feel
Find beginner level recipes that are quick on the go.
Who
A Bachelor who wants to learn cooking and explore cuisines in seamless manner.
What
Learning to cook and
make shopping easier.
Seeing Instagram pages that I'm trying to be a part of.
Friends posting and talking around me.
Feeling hungry after seeing a new recipe on pinterest
Watching loads of YouTube.
SEE
SEE
Hear
Hears colleagues quitting diets due to the work/ time it takes to prepare.
Hears of food getting wasted because the servings were too much.
Say & Do
Reading food blogs and recipe websites.
Im making unhealthy recipe from leftovers at the fridge.
I need to clean these vegetables and store.
See pictures on google/ Pinterest of dishes they like.
I don't know how to pick fruits, I'm going to pretend like I know how.
Ask friends for recommendations for food and for reasonably priced products.
Pain
Picking right amount of serving
Difficult/ anxious if my skill is enough to make a recipe
Hard to find some ingredients
Takes a lot of work to prep food before cooking.
Gain
Getting mentored.
Picking right quantity of food.
Showcase skills to peers.
Feel more productive
User Persona - Home
will i find all these ingredients.
everyone seems to have such different tastes.
Will this be very difficult for my skill.
If i had more time, this would be nice.
I always feel rushed
Watching loads of youtube
Think & Feel
See better deals and offers on groceries
Who
A Homemaker who is mindful of what the family is eating.
What
Help the family make newer and healthier food habits
Trying an exotic vegetable cause it was highlighted on the discounts or sample sections.
Reading food blogs and recipe websites
Matching recipes to appropriate functions.
SEE
SEE
Hear
Hears friends talk about new recipes they made.
Hears about friends using youtube cooking to pick up a new skill.
Say & Do
Keep track of essential groceries.
See pictures on google/ Pinterest of dishes they like
I'm making a grocery list.
Do you know where i can find this?
Make more responsible dishes
Pain
Trusting a 3rd party for food choices
Tinkering and customizing recipe on your own
Hard to find some ingredients
Finding alternate recipe without any exotic or allergic food.
Gain
Lesser Cart abandonment.
Make him feel organized match their schedule.
One stop shop for recipes and ingredients that are reviewed by mentors and peers.
User Journey Map
Trigger
Trigger
Thinking about
what to cook
Browsing
Browsing
Discovery
Look for different cuisines and dishes
Read through raw materials and how to make them
Pain Points
User fails to plan meals for the week.
Confused there
are too many
options.
lack of trust on
recipe due to
seemingly
elaborate
process.
Opportunity Areas
Use push notifs to remind user to eat.
Concise onboarding to create tailor made recipe that user can trust.
Compiling recipe along with the grocery cart with adequate quantity for each serving.
Decision Making
Risk
Assessment
Confused if the
process is
elaborate and u
know how to
make it
Decision
Making
Work out the cost and time it would take.
Evaluation based on what others say
Evaluation based on own experience
lack of Clarity on preference
unable to connecting craving to present emotion
Social Validation
Grouping dishes together based on emotions and reduce decision and browsing time.
Ordering
Ordering
Make a grocery
list.
Indecision often causes them to abandon cart.
Preset everything to min. decisions
Waiting for
delivery
Waiting for
delivery
Check order
progress.
Unprepared to
cook until the
food arrives by
when anxiety
kicks in.
notifs that appear at places where many students report difficulty.
After Delivery
After Delivery
Leave review/
some tips.
Spending time to
clean and
prepare the food
before cooking.
User should be able reflect on their progress so they can repeat this until they get hooked.
StoryBoard
Current Scenario and its drawbacks
User Journey Map
Focused look at the journey map at just Browsing new Recipes online.
Feel split between eating
healthy and cravings.
Browsing
Browsing
Discovery
Look for different cuisines and dishes
Read through raw materials and how to make them
Pain Points
User shouldn't be
expected to spend
energy reading.
Confused there
are too many
options.
Opportunity Areas
onboarding to
create trust.
Help user create healthy
habits but offer flexibility.
simple for users to filter and find what suits their emotions
Compare the pictures to see what's more appetizing to you
Look for different
cuisines and dishes
lack of trust on recipe due to seemingly elaborate process
Compiling recipe along with the grocery cart.
Look for other
recipes to compare
Sometimes forget to buy key
ingredients.
Concise onboarding.
Confused if the process
is elaborate and u know
how to make it
Often don't get outside the chosen comfort zone
Use randomizers to show recipes beyond the current
sphere of taste
Save interested recipes to a list, Provide social validation
Trigger
Decision Making
Ordering
Waiting for
delivery
After Delivery
Smells like Pizza Spirit
Welcome to the new style of living food.
Product Persona
If our Product was a Human what would its Persona feel like?
Who am i? (Personality)
Trustful
Professional
helpful
simple
organised
smart
What do i do? (Purpose)
Make cooking and shopping easier in a simple organised manner.
How? (Features)
- Preset interactions to aid checkout
- Pinboards to save recipes
- Intuitive learning with real world application
- Highlight community interaction
- Pre-scheduling
Theme/ Brand
Friendly
Clarity
Interactive
Values
Trustful
Helpful
Informed
Authentic
Appearance
Non-Distractive
Human
retro-modern
Tone
Sincere
Cheery
New User Journey Map
I visualised the new steps a user will take to achieve their end goal.
1.
Trigger
2.
3.
Decision
4.
5.
Cooking
User wishes to cook a delicious meal for her family. She decides she would make something new from Gusteau's.
Browsing
User opens the app and browses through recipes. She is looking for something Simple, quick and healthy.
The user selects the Thai Noodle salad as the difficulty and pre-requisites are clear to her leaving no indecision.
Ordering
The ingredients and quantity are automatically added to cart with serving allowing her to preview the course while it arrives.
She can follow each step with accompanied video and a detailed description of what to do. This helps her cook a mouthwatering meal in no time.
New StoryBoard
Other Steps in the Process
Information Architecture
Simplifying this complex Information architecture into bite-sized chunks.
Information Architecture Overview
I organized all the required screens from the user flow into a network.
Home
Continue watching
Your List
Trending Now
Calender
Cart
Quick Picks
Gusteau's
Search
Learning
Profile
Course page
Photo/ video
Search
Suggestions
Image Search
Popular
Description
Cuisine
Progress bar
Chef Name
Lectures
Details
Notes
Q/A
CTA
Video
Profile Illustrations
Name
Settings
Cuisines you follow
Payments and purchases
History
Settings
Information Architecture Overview
The Architecture was sorted into 3 tiers: Page - Action - Component
Gusteau's
Home
Search
Course page
Learning
Profile
Video
Lesson Name
Difficulty
Leave a Review
Description
Lectures
Modules
Completion box
Downloads
Resources
Meatball Menu
Resources
Details
Ingredients
Transcript
Notes
Filter
Title
Body
Timestamp
Delete
Add New
Q/A
Filter
Title
Body
Timestamp
Delete
Add New
Lecture Q/A
Download Lecture
Mark as incomplete
UI Spotlight
Escaping at Convenience
Recreate the feeling of Escaping a food timetable and feeling comfortable in unexplored recipes.
Unearthing a part of You
it was to recreate the experience, not of checking off a list, but of discovering something I needed.
Personalization in every Portion
What is food if its standardized for everyone and not a form of individual expression?
Learning 101: Always ask Questions
Use q/a timestamps to Notify user of places where others faced a problem in a class.
