Reduce the drop off while the users are preparing for the ingredients
Problem Statement
Reduce the drop off while the users are preparing for the ingredients
Propose a design for the PREP part of these apps. The PREP part of the App workflow STARTS when a user has chosen a recipe and ENDS when they start cooking on a stovetop.
Research Subjects
2 user interviews
Duration
48 Hours
Research & Findings
As part of the research exercise, I interviewed two women in my family who regularly use YouTube to discover and follow recipes. During the COVID-19 lockdown, I also spent a lot of time cooking with my mother, which helped me observe several pain points firsthand.
Smita (mom)
Find recipes matching available ingredients & equipment.
Cooks daily and frequently uses YouTube. Values clear instructions, and recipes that fit into her existing kitchen setup.
Goals
Finding recipes containing available ingredients.
Cook reliable meals without surprises
Follow recipes without repeatedly touching the phone
Pain Points
Manually noting ingredients
Rewinding videos with messy hands
Discovering hidden prep or marination time
Listen To Recording
Neelam (aunty)
Understand time & tool commitment upfront
Enjoys experimenting with new dishes but prefers recipes that are easy to follow and compatible with the tools she already has.
Goals
Find recipes based on available appliances
Understand total cooking time upfront
Share ingredient lists with family members
Pain Points
Recipes requiring unavailable equipment
Unclear time commitment
Scattered information across long videos
Job To Be Done
Reduce drop-off during the prep phase by solving four specific problems:
Recipes requiring equipment the user doesn't own
Prep/marination time hidden until mid-cook
Ingredient lists that had to be manually noted elsewhere
Rewinding video with dirty hands
Competitor’s Analysis
I studied three apps to understand what already exists and where the gaps were.
Userflow
Two entry points, one coherent experience.
