The recipe app experience that makes cooking more frugal, fast and fun
4 months, 2020
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I'm sick of making chicken the same way!
Study the grocery shopping habits, meal making and food waste of everyday home chefs.
Home chefs of all ages who ...
grocery shop regulary
GOAL: To learn how people plan & manage everyday meal prep
SURVEYS & INTERVIEWS
Surveyed 25+ people (found via school &
social media groups)
2. Interviewed (remotely) 5 people who:
• regularly grocery shop
• use recipe applications
• regularly throw away unused food
From those interviews I was able to identify
the key pain points and wish lists:
• Time is an issue
• Wasted Food
• Food Ruts
• FLEXIBILITY OF SERVINGS
• EASY TO FOLLOW RECIPES
• HEALTHIER MEAL CHOICES
I was able to create maps for a deeper understanding of who two typical home chefs are:
USER 1: The inexperienced cook
USER 2: The confident home chef
Meet Kim and Sue, the two home chef personas
I identified through my data gathering.
is not a confident cook
thinks recipe videos are “too long”
wants single serving recipes
can’t afford to eat out/hates leftovers
is a busy working mom
would like her family to eat healthier
wants to save money
her kids can be “picky eaters”
What Kim and Sue have in common
- They want to save money
Think cooking is a chore
They hate wasting food
This led me to 3 questions that I took to the ideation process:
How could I make a recipe app more flexible?
How could a recipe app save money?
How can we make everyday meal making more fun?
What does a flexible, frugal and fun experience look like?
How could I make a recipe
app more flexible?
Control is power.
Give users the power
to adjust servings,
ingredients, and time.
Wasted food is wasted money.
Give users the ability to
use up excess food.
How could a recipe app
These answers meant that users like Kim and Sue would always know:
What’s for dinner? breakfast? lunch?
the name for this new recipe app was born!
What worked, what didn’t work and why.
KEY USER FLOWS
What didn’t work:
ask users to sign up during onboarding
too many hoops to jump through
What did work:
let the user dive right into the app
without the hassle of signing up
What didn’t work:
prompt the user to choose between
plant based or meat based meals
forcing the user to make a choice
limits recipe results, slows down ux
What did work:
move the meat or plant based choice
to the users preferences screen
Keep it simple and fun
The simplicity of these early wireframes inspired the aesthetic of the app and spoke to the spirit of the project:
THIS is what a flexible, frugal and fun experience looks like.
What's for Dinner? should:
-Be as familiar as walking into your favorite diner.
-Have energizing colors that stimulate your appetite.
-Should feel like picking up your favorite mobile app game.
I used a remote, moderated and unmoderated
usability test with 5 participants doing 2 tasks.
early hi-fi of onboarding, recipes results and selected recipe screens
The first task involved having the participant needed to find a recipe using 2 ingredients, take 30 minutes
to prepare and make it for 4 servings.
The second task involved having the participant act as a return user who needs to find a saved recipe and change the number of servings.
The spinning wheel moves too quickly and is hard to read.
Applied design change:
I slowed down the animation speed of the spinning wheel and enlarged the text.
There’s no clear way for a return user to log in and/or find a saved recipe from the onboarding screen.
Applied design changes:
• Created a log-in option.
• Replaced the “Help” icon on the tool bar
with the familiar “saved” heart icon.
final onboarding screen
FEEDBACK & APPLIED RESPONSE
final recipe result screen