FLAVR is a UK-based ingredient-and-recipe meal service. They provide an intelligent user experience that enables users to choose recipes while FLAVR sorts out the shopping list.
As a team of 4, we were tasked with focusing on the desktop viewport and improving the UX on "My Recipes Page" and "Recipe Methods Page." Our main goal was to develop solutions to improve the cooking experience and FLAVR's user experience.
I was the facilitator and helped to keep the team on target with deadlines. My responsibilities included: research, user testing, user interviews, and group and design studio facilitation. I was the lead designer on the text recipe and PDF page.
Hongxi designed the video feature, James designed the favorite recipes pages, and Bo designed the explore page.
FLAVR site audit - to discover accessibility issues
Researched 13 direct competitors - to find inspiration and solutions
Surveyed 27 potential users - to help identify our users
Interviewed 12 potential users - to understand cooking experiences
Experience map, Empathy map, and Persona to define our user
Pain point matrix to determine which problems should be a priority
Problem Statement and How Might We - define the problem to solve
2 Design Studio sessions with the client to find solutions
Contextual Research - 9 Participants cooked with an instructor
Technology research - What is possible? 11 solutions researched
Recipe Research - 13 recipe display methods looked at
Tested 5 different iterations of the digital wireframes
Tested our wireframes 20 times in total
Pen and paper
Google Forms, Analytics
Research insight & findings
Personas and scenarios
Experience map/User journeys
Design & usability recommendations
User flows and Screen flows
Product Sketches and wireframes
High fidelity mock-up
Prototype of designs
A final presentation to the client
We made it easier to search for new recipes with improved icons and filters to help users find what they like faster.
We made ways for the users to save recipes and create categories to make it easier for meal planning, previously unavailable.
The traditional text recipe has been supercharged, and we created an all-new video feature to help make cooking hands-free and more enjoyable.
We researched 9 direct competitors.
We looked at the favorites page, recipe search, and display methods.
We analyzed the accessibility of FLAVR.
This is the original FLAVR website, and we are responsible for improving these pages and creating a favorite recipes page.
Only one competitor had a video recipe.
Many of the colors on FLAVR's website are inaccessible.
Blue Apron has an exciting feature where you can "play" the recipe and cook along.
52% look up cooking tutorials, and another 22% sometimes do.
Too many steps, an unfamiliar method, or it takes too long are the most common reasons why not to try a new recipe.
People suggested that short bullet points, pictures, and videos were helpful to follow along with instructions.
Many people complained about preparation, measuring, washing up, or complicated instructions.
Specific to digital devices, people complained about hard-to-follow videos, excessive scrolling, and touching the device too often.
Multi-tasking is something that users didn't always mention specifically, but it often came up as a pain point.
There were so many pain points that we plotted them on a matrix to help determine which ones we should prioritize.
How much is it going to ruin your day by how many were hurt?
As part of our weekly GA classroom activities, Jon presented us with a short cooking tutorial over zoom and gave Team FLAVR an opportunity for contextual research.
We observed users trying to cook something for the first time with interactive video instructions.
Jon prepared the class for his cooking tutorial a few days before.
There were mixed results.
Jon did not make the process faster.
The best result.
Our user isn't too young — meal planning comes with maturity.
The persona helps us empathize with the user and understand their motivations, goals, and frustrations better.
We had a good understanding of our users and could form a problem statement.
We took these problems into the design phase and focused on redesigning the app to solve them.
Alex and Candice from FLAVR joined the team for the design studio.
"Pro-tips" was a winner.
Quick icons and responsive pages were popular.
Now that we have some ideas, we needed to research what was possible?
I looked at 12 different recipe websites searching for solutions and additional ideas.
Food waste and storage tips
Recipe display options
We have lots of ideas from our design studio and a lot of research to give us an idea of what is possible and popular. Not everyone prefers videos, but we can use pro-tips and other helpful information elsewhere.
Below is the site map to show the website's structure, and highlighted are the pages we will focus on.
We worked on the explore page, favorite, order history, and cooking instructions.
We made a mashed-up recipe page in Figma together with features from our design studio. From there, we would start the testing process. We did 20 different user tests on 5 different versions.
A few screen captures of user testing.
Most of the changes were to make the recipe more legible and easier to read at a glance while cooking.
Versions 3, 4, and 5 (the final design)
Too much bold made it hard to read the recipe.
Users don't need to add notes before they are finished.
I used cooking icons to simplify things; they received mixed feedback.
Icons changed to emojis and eventually were removed. There wasn't enough evidence to keep them, unfortunately.
Vertical spacing would help the scannability of the page.
It was difficult to determine if audio or gesture technology was good to adopt since few users we tested have experience or interest in it.
Testing at hi-fidelity too soon meant that critical details were overlooked and yielded little feedback.
"What people say, what people do, and what people say they do are entirely different things." We shouldn't gather information just by asking what users might like or prefer. Our contextual research helped us understand the difference.
Users don't always tell us the whole story.
There are breaks in the page where it would be natural to wash your hands before scrolling to the next task.
Users like pro tips. There are a few extra tips added to help ensure that everything goes to plan.
Users like photos but not every step required one. Several users said essential images were enough.
"Mark as cooked" is a fun way for the users to check off recipes and rate their cooking. It's also helpful for future meal planning.
Old and the new and improved FLAVR recipe display page.
Based on the user feedback from testing the high-fidelity iteration, we believe that we made it easier for those who aren't experts in the kitchen.
The solution needs to be tested in an actual cooking environment to realize the results thoroughly.
They were impressed by what we achieved in a short amount of time and our attention to detail.
The research we did on all the different ideas was valuable and made sense in our design decisions.
They liked the video feature we developed and the "rate your cooking feature."
Mobile Viewport! A large percentage use mobile instead.
Test the new recipe methods in the kitchen with actual users.
Test the video feature's technology with a fully functioning prototype.
Continue to iterate our designs and include finalized content.
Do more research on audio and gesture technology.
I am super curious to test a smart display!
I learned how to be a better interviewer and ask more open questions to get a better response from the user.
Click around the prototype.