May 2020 / Crumbs / Product Design / UX Research

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Challenge

How might we make baking at home an easier experience?

Result

Designed an app with seamless user experience, making the process of baking as enjoyable as the experience of eating the cake


Company

Personal Project


My Role

UX Research & Product Design


Timeline

April 2020 - May 2020


Background

Crumbs is a mobile baking app that makes it easy to bake at home.

The goal of the Crumbs app is to help hobby bakers bake better at home with easy-to-follow recipes & helpful app features like personalized recommendations, quick filters based on difficulty, time, utensils, etc., hands-free modes, how-to guides, built-in timer & conversation scales, easy substitutes of ingredients, and an easy ordering system.


Problem Space

Most cooking apps tend to be very boring and technical; they provide you the recipes and expect you to cook like a pro.

Approach to Solution

  1. Comparative analysis: I compared features of other cooking apps in the market.
  2. User reviews: I read reviews of other recipes mobile app and identified patterns in what users liked and disliked
  3. User interviews: I conducted 5 in-person interviews with millennials with different levels of baking experience (See interview questions)

Insight from research

  1. People browse 4-5 recipes before deciding.
  2. People prefer watching short instruction clips rather than a long tutorial of the recipe. They need both videos and written instructions about the recipe.
  3. Having all the correct ingredients & utensils is the largest barrier for users. They prefer recipes with fewer ingredients & utensils.
  4. 60% of users prefer to find recipes to cook with what they have in their house.
  5. Number one want for home bakers: Quick & easy
    1. 6 out of 10 people spend less than 30 mins in prep time.
    2. Baking tools gadgets & tools that facilitate baking & cleaning are on the rise.
    3. Convenience tops the list of reasons people like shopping online for groceries (67%), followed by delivery options (59%), and item descriptions (59%)
  6. 1 out of 4 users has dietary restrictions.
  7. Baking is perceived as a positive, fun skill that impresses others.

Features Prioritization based on user needs

  1. Personalized Recipe Suggestions
  2. Substitutes for ingredients & utensils
  3. Search recipes by ingredients; not just by recipe name
  4. Filters for dietary restrictions
  5. Always-on display & Hands-Free mode
  6. Built-in tools like timer, conversion levels, shopping list
  7. Integrated ordering system

Ideal User Journey Map

Affinity & Empathy Mapping

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