Delivering Expert Knowledge to Home Cooks with Cheflife

A grocery management application that connects cooks to the ingredients and expertise they need.

Role

UX Designer
UX Researcher

Timeline

August - December 2024

Team

Abhinav Sharma
Yue Shen
Alex Thompson
Sissi Wu

Skills

Interviews
User Testing
Wire-framing
Visaul Design‍
Prototyping

Tools

Figma
Miro
Adobe Illustrator

The Starting point

Defining the Problem Space

The Problem

Scattered info sources and limited ingredient access are making cooking at home harder than it needs to be.

To succeed as home cooks, people need to navigate increasingly varied, complex, and scattered interfaces. The separation of food purchasing and food information creates an extra barrier between people and their ability to find joy and practicality in cooking at home.

The Solution

Create a one-stop resource for all things needed to crush cooking at home.

Giving home cooks everything they need in one location removes the logistic difficulties generally experienced by those new to home cooking or looking to expand their cooking experience. Inventory, planning, recipes and purchasing all in one place streamlines the effort needed to get all your ingredients and yourself in the kitchen and ready.

Gathering Insight

User Interviews

The Problem

We defined our user base as young professionals between the ages of 25 and 35 interested in home cooking and conducted interviews within this group.

I interviewed 2 individuals for 30 minutes each and created an affinity wall eventually grouping my insights into 4 main categories.

Key Takeaways

Inspiration is held at a higher value than direct instruction
Locally sourced ingredients are given priority
People feel emotionally connected to their food as a comfort
Perceived trusted sources are given higher value in home cooks’ minds

Understanding the Market

Competitive Analysis

Eat This Much

Hello Fresh

Nutrition Coach:
Food Tracker

Competing tools had siloed purposes and were often focused on restriction and elimination of options rather than learning.

When comparing other apps focused on food planning and knowledge we realized that most were focused on counting calories and attempting to relieve mental strain through the elimination of choices.

Finding Why's and Who's

User Personas

High Experience Persona

Medium Experience Persona

Low Experience Persona

Beginning the Build

Ideation and Lo-Fi Prototyping

Project Goal Concept

We approached our problem of overwhelming food knowledge resources by trying to create a single source of knowledge that could answer all the questions a home cook might ask. This included recipe information, assistance in ingredient inventory management, and information about specific ingredients themselves.

Early Design Efforts

The initial landing page indexes the ingredients that users have and recommends recipes based on those items.
Once selected recipes show the finished dish, an index of necessary skills, an ingredients list, and interactive instructions.
To establish the legitimacy of the recipes included and increase the relevance of recipes a review section was included
In order to bypass manual ingredient search an AR scanner was included to deliver ingredient information and usage recommendations as quickly as possible

First Run Through

Usability Testing

I conducted 4 usability tests with different users in addition to 10 separate tests conducted by my teammates. After each round of interviews, we implemented accessibility and hierarchy updates progressively improving the overall experience and moving toward a high-fidelity model.

Expanding Functionality to Increase Relevance

After receiving user feedback it became apparent that the initial functionality of Cheflife would not present enough utility to users to earn their continued use.

In order to create a more comprehensive experience we decided to include an integrated shopping functionality that connected to all other aspects of the app in order to ensure that with minimal interaction users could plan, purchase, and prepare their chosen recipes.

Final Designs

Cheflife High Fidelity Prototypes

Home Page

Grocery eCommerce

Recipe Details

Ingredient Information

Shopping Checkout

Takeaways

Key Project Learnings

Play to the Strengths of Your Team

Each team member brings a unique set of abilities and perspectives to a group when working together, at times concrete structures and equivalently decided responsibilities can get in the way of productive work. Realizing where group members excel, maximizing the impact of expertise, and taking the position of a learner are impactful ways to grow as a designer and achieve the best possible team output.

Design Systems are the Glue

When we began working on high-fidelity prototypes we hadn’t yet defined a design system and chaos quickly ensued. Design systems can always be edited, updated, and expanded but possessing a guiding light to collectively reference ensures the cohesion of design decisions made across the team.

Make Something Then Iterate

It’s almost impossible to make something out of nothing, but making something out of something else isn’t too hard. Momentum matters!

Ground Design Decisions in User Needs

When moving through the initial stages of designing our product we based our ideas on how users said they interacted with food rather than the actual needs of users when it came to food which proved to be much more complex. It would have been helpful to fully explore the problem space we were approaching in order to make a product that was both informative and impactful.