A cross-platform app for organising recipes and shopping lists
The project was carried out by a Russian IT company that brings together professionals from around the world to work on different digital products
Outcomes
by 7%
the number of registered users increasing in just two months
to 5%
monthly active users (MAU) increased
by 12%
the number of added recipes and shopping lists increased each month during the first two months
Years | Duration
2023 | 3 month
My role
Product Designer
Team
Project manager, Product manager, Frontend developer, Backend developers, DevOps, QA
Awards
X6 Indigo Design Award
X2 NY Product Design Award
X4 NYX Design Award
X3 London Design Award
Business goals
Streamline the existing interface
Attract more new users
Work flow
To optimise the work process, the project was divided into smaller phases. In the first phase, my focus was on streamlining the interface as the primary business goal, while in the second phase, I aimed to attract more new users
Goal for the second phase
To attract more users
Utilising the JTBD framework, I delved into user goals and outcomes, emphasising their core objectives
understanding user needs
Team brainstorming using the JTBD framework
Team brainstorming with diverse views provided insights for understanding user needs and applying the Jobs to Be Done framework
The results we obtained after the user interviews
Three of our hypotheses were confirmed
If users can easily share their recipes on social media platforms and receive feedback, they will feel recognised and praised, leading to increased user engagement and app referrals
If users can showcase their culinary achievements through the app, they will derive joy from their accomplishments, resulting in higher user satisfaction and retention
If users can collaboratively edit recipes and shopping lists with family and friends, it will save them time and effort, increasing the overall efficiency and attractiveness of the app
Key user insights
Features validation
Impact-effort validation matrix
Recognizing the high impact and simplicity of social features, we implemented recipe sharing on social media
User interviews revealed a need for printing recipes and shopping lists directly from the app, leading to the addition of a 'Print' button
Prototyping to Test Social Job Hypotheses
Share recipes directly on social media platforms
I created a prototype adding features of sharing recipes directly on social media platforms to test the hypothesis and gather feedback
Prototyping to test emotional Job Hypotheses
Share achievements on social media platforms
After testing the prototype, I discovered that users desired not only to share recipes but also achievements on social media platforms
visual design
Illustrations and pictures
A significant moment
I personally created the illustrations and visuals, and also improved existing ones using collage techniques
Next steps
Based on the impact-effort validation matrix we created, we plan to focus on the following initiatives
Collaborative editing
Profile pages and recognition
Advanced badge system and social engagement
Results
The number of registered users increasing by 8% in just two months
Monthly active users (MAU) increase to 6%
The number of added recipes and shopping lists increased by up to 10-15% each month during just two months
Lessons learned
Finding the right people for user testing is a crucial step in the product development
Collaboration in remote environments across different time zones