25 Minute Chef

Janice Kim & Andrej Preston

discovery concepting prototyping & testing

problem

Busy working professionals have a difficult time cooking.

discovery concepting prototyping & testing

proto-persona

Busy Ben

bio & demographics

Behaviors

1. Cooks uninteresting staple meals to eat for the week.2. Listens to talkshows on NPR and attempts to hear about recipes/food. 3. Watches the news for any quick recipe takeaways

Goals/needs

1. Cook good consistent meals to eat for the week.2. To use a resource to learn about recipes/food. 3. Looks for quick recipe takeaways

Seen at grocery stores and major supermarkets to pick up various ingredients for a meal to cook that night. Has his phone on to read off the ingredients asked for in a newspaper food blog he came across.

Stories & Scenarios

• Do you cook?

• How do you go about deciding what to cook for dinner?

• Tell me about the last time you prepared a meal? What was your experience like coming up with the idea of what to make? How did you come up with an idea for dinner?

• What’s your biggest challenge in cooking dinner?

• How are you currently dealing with this challenge?

• Who or what is involved with this solution/process? And how long does this take?

discovery concepting prototyping & testing

interview questions

• What do you currently like about your current solution/process?

• Is there some other solution/process for cooking a meal that you’ve tried in the past that was better or worse?

• What do you wish you could do that currently isn’t possible or practical?

“Recipes need to be simple, and not in too many steps. The whole process must be in an hour or less.”

-Male, early 30’s “I like to make the same recipe multiple times so I can get better”

-Male, early 30’s,

“I like to cook anything thats fast & simple”

-Woman, Early 30’s

“Takes me a lot of time to cook because I don’t know techniques.”

-Male, early 30’s, software developer

interview highlightsdiscovery concepting prototyping & testing

customer zoomdiscovery concepting prototyping & testing

Busy Ben

Unique Traits:

Behaviors:

Focus:

1. Unskilled in cooking2. Dietary restrictions3. Busy

1. He asks his sister & looks online (google.com) for recipes 2. He repeats same recipe multiple times3. He budgets his time

1. Late 20’s, early 30’s2. Young professional3. Disposable income4. Technically savvy 5. Health conscious6. Physically fit

problem zoomdiscovery concepting prototyping & testing

Desired Outcomes:

Cooking efficiently

Staying Relatively Healthy

Variety and Tasteful Meals

Pains and Problems:

low - lack of inspiration

medium - recipes were complicated and hard to follow

high - cooking took too long

#1 Customer Problem:

Cooking takes way too long

unique offerdiscovery concepting prototyping & testing

We want to help young professionals who are ‘not skilled in cooking’ solve the problem of time that the cooking takes them by creating an educational cooking

website that builds off their experience level.

We are different from our competitors because we are focusing on not creating just the one dish, but the cook.

We will know we have 10 out of 1000 people targeted through an online ad sign up for the ‘release’ of the service.

product market fitdiscovery concepting prototyping & testing

feature mapping

problem goal feature

It takes too much time to cook and follow recipes

Unskilled in cooking and many recipes are difficult to follow

There is a lack of inspiration in cooking.

Provide recipes that are quick and time efficient.

Teach you how to cook and enable skill building.

Create motivation and interest to make this a positive process.

Recipes in the app can be completed within 25 minutes.

The app will let the user progress through levels of cooking.

The app will show user progress and rewards as they move up.

competitive canvasdiscovery concepting prototyping & testing

allrecipes.com

foodnetwork.com

food.com

recipe.com

saveur.com

traderjoes.com

epicurious.com

nytimes.com

smittenkitchen.com

food52.com

short recipe category

(25 min or less)video

learningsection

requiressignup

mobileapp

= yes = no = some

user flowsdiscovery concepting prototyping & testing

user flowsdiscovery concepting prototyping & testing

user flowsdiscovery concepting prototyping & testing

storyboardingdiscovery concepting prototyping & testing

sketchesdiscovery concepting prototyping & testing

card sortdiscovery concepting prototyping & testing

site mapdiscovery concepting prototyping & testing

wireframesdiscovery concepting prototyping & testing

usability testing & tasksdiscovery concepting prototyping & testing

First usability testing was done with printed wireframes. Testers were given some of the following tasks

Task Scenario: Goal #1 To be a cook

You are having friends over for a dinner party. You’re nervous because you don’t know what to cook, how to cook it, and how well it

will turn out. You wish you were a better cook. You are expecting a party of 5. In the future, you’d like to host more dinner parties

because you love having people over.

Task: Using 25 minute Chef app, complete cooking a meal that would impress your friends.

Task Scenario: Goal #4 Save ingredients to your shopping list

You want to try a recipe for tonight’s dinner but need to go shopping for ingredients in the recipe. You want to add a list of ingredients to refer back to at the grocery store. How do you go about adding ingredients to a shopping list? And how do you review your shopping cart?

Task: Using 25 minute Chef app, open a recipe and add the ingredients into your shopping list. Open your shopping list and view.

usability testing & tasksdiscovery concepting prototyping & testing

Some notes from the testing:

“She selected the grayed out recipe. After that she selects Start on a recipe. She reads the text. and is confused if that is supposed to be the step description. She is swiping left and right to see what it is supposed to look like. She didn’t know why there are 5 steps missing. She clicked finish the recipe.

She does not know why she selected the grayed out one, because it stood out more. She says she might not select it if it was a real picture but she might still click the grayed out one to see what happens.”

She opens the recipe, sees the list and then she clicks on the shopping list add button. She thought that that will enable her to select which ones she can add to the list. She didnt think it would add everything to the list.

To see the list she would click menu, shopping list. She thinks she would click the list of the recipe she needs and then click the buy function.

prototypingdiscovery concepting prototyping & testing

Screens were exported from Omnigraffle and imported into Invision.

View prototype on Invisionapp.com

visual designdiscovery concepting prototyping & testing

testingdiscovery concepting prototyping & testing

We wanted to see if if users would understand the functions of the app based on the first screen and very limited information. Before they saw an image and were asked questions they were presented with this simple scenario: "You've download an app based on a friends suggestion."

101 people were polled.

Why do you think some items are locked?

What do you think the green numbers mean?

Why do you think some items are 'locked?

testingdiscovery concepting prototyping & testing

With the changes made we wanted to see if we can easily tell users that this is a skill based app and at the same time eliminate the thought that the app offers in app micro-transactions on the home screen. All we did was replace the logo with "Level 1 Chef". We asked the same questions as before.

testingdiscovery concepting prototyping & testing

discovery concepting prototyping & testing

The End.