Allrecipes is the #1 ranking most popular social networking recipe sharing website. The company is based in Seattle, WA and traffics an estimated 25,000,000 unique monthly visitors. The business originated in 1997 and now operates 19 websites in 13 languages. Allrecipes.com's smartphone apps allow users to access the site and its user-uploaded content while on the go.
Site map & User Flows
Wireframes & Iterations
Visual Design & Prototype
I created a survey containing 9 multiple choice questions to discover peoples cooking habits
I posted the survey on Facebook. My teammates likewise posted it on their social media outlets
35 people participated providing solid pool of data
Surveys provided us demographics of our most likely users
How Do You Store Recipes?
Most people used websites instead of mobile apps
Ironically most people showed a willingness to use a mobile app
We investigated why people used websites over mobile apps
Scrolling between ingredients and directions was a big issue
We tried to adopt things not available on mobile
Use a Mobile App?
Service You Use?
IN pERSON INTERVIEWS
6 in person interviews were conducted
Similar questions to what was on the survey were asked
The purpose was to discover qualitative data that was not yet found
Common User Complaints With Original App
Separation of ingredients from directions
Lack of filtering options
Ineffective shopping list feature
Wrote down common responses people gave to questions on post it notes
Grouping these responses based on similarities helped us notice trends
We identified the most common reoccurring problems
Prioritized the most prominent complaints as our design focus
Identified 4 of our strongest competitors
Ironically Pinterest was the biggest
We discovered Allrecipes already incorporated most features
Emphasis shifted from keeping up with the other apps to improving existing features and creating new innovations
existing features and distinguishing ourselves
We added voice activation to separate us from our competitors
Competitive analysis chart
Analysis: Since Allrecipes was already doing most things it’s competitors were doing, we decided to focus on making the features better as well as creating something new to set us apart from the other competitors.
Left Wire) People had difficulty noticing that items were being added to shopping cart until a prompt over the cart icon would indicate it.
Right Wire) Adding lower navigation bar and putting lesser used features in hamburger menu was easier to mentally process.
Left Wire) Selecting between ingredients and directions by tapping solved the complaint of having to scroll up and down between the two.
Right Wire) Our hands free version of instructions covers 3 learning styles for auditory, visual & kinesthetic, making it easy to follow along
Research the complaints people are having with Alexa's narration of recipes and solve those problems.
Our teammates expressed regret not having more time to work on the visual design. Doing so would also require more testing after.
What I learned
Often large companies will still produce products with many flaws
Let usability testing indicate what the best design is over another
What seems intuitive to the designer may not be intuitive to other users