Your Personalised
Make-Ahead Meal Planner
Christine Zhong
The Problem
“Dinner cooking on the weekday is hard and exhausted, but eating healthy food is also important�
AKA PERSONA (1) MY GOAL
“
I wish I don’t have to cook dinner on weekday so I can have more time to relax. But I don’t like eating out because I want to be healthy
Olivia Lee Full-time marketing manager 26 years old Living with boyfriends
MY CHALLENGE •
Frequently Work overtimes Gym & sport after work Cook dinner everyday Enjoy cooking when not busy Believe cooking is a key to healthy eating
”
• •
Have to eat dinner on weekday Want to eat different foods everyday Don’t like eating out because she wants to be healthy
AKA PERSONA (2) MY GOAL
“ Oliver Lam Full-time network engineer 30 years old Living alone Frequently Work overtimes Started to go gym after work Rarely cook on weekday Do big cook on weekend then eat it through out the week Don’t like cooking Want to have a healthy life
I want to become healthier by cooking health meals and exercise, but cooking takes too much times.
MY CHALLENGE •
Not enough time in his life - TIME POOR
”
The Vision
the personalised
Make-Ahead Meal Planner
Make your weekday cooking time shorter while eating healthy home-cooked meal throughout the week
MARKET RESEARCH
COMPETITORS
COMPETITORS
STORED FOOD DELIVERY
INGREDIENT DELIVERY
RECIPE SOURCING
WHAT WE OFFER: Delivery healthy or home-cooked meal that can be stored
WHAT WE OFFER Deliver ingredients and recipes need to cook up a quick dinner
WHAT WE OFFER: Recipe sourcing sites/ apps
Pro: • No need to cook
Pro: • 100% healthy as you cook it • Less time to cook on weekday
Pro: • Variety of menu options
Con: • Limited meal choices • & fixed menus • Require delivery time • Delivery not available everywhere • No meal planning available
Con: • Limited meal choices & fixed menus • Food delivery not available everywhere • No meal planning available
Con: • No meal planning available • Limited make-ahead recipe choices
MEAL PLANNING WHAT WE OFFER: Typical meal planning sites/apps
Pro: • Variety of menu options • Meal planning available Con: • Limited make-ahead meal choices • bad meal planning experiences
BE DIFFERENT
A COMBINATION OF ALL THE “PRO” 100% Healthy Eating by encourage you to cook when you free
Be flexible with your cooking time
100% Healthy Eating by plan for your meal
Full customise your meal and extensive menu options available
MARKET TRENDS Nielsen Global and Wellness Report 2015
PERCENTAGE TAKING EACH ACTION TO BE HEALTHIER
Half (49%) of global respondents believe they are UNHEALTHY, and half (50%) are trying to be HEALTHIER.
ASSUMPTIONS WHO ARE THE USER?
“ people working full-time & working parents
”
KEY ASSUMPTIONS?
healthy = cooking at home
weekday weekend
•
People working full-time & working parents don’t have time or don’t want to cook on weekday.
•
People working full-time & working parents have time or want to cook on the weekend.
•
People working full-time see cooking as a key to healthy eating.
USER RESEARCH - INTERVIEW
5
user interviews
ASSUMPTION 1:
Don’t have time or don’t want to cook on weekday
ASSUMPTION 2:
Have time to cook on weekend
ASSUMPTION 3:
Cooking is a key to healthy eating
Cook almost every night after work
Cook at least once every weekend
I want to be healthier. I believe cooking is the key to healthy eating as they know exactly what ingredients are in the meal
I feel tired when cooking after work
I enjoy cooking when it’s not busy
30
USER RESEARCH - SURVEY
online survey responses
10%
ASSUMPTION 1:
Don’t have time or don’t want to cook on weekday
66%
70%
cook 2-3 times cook 4+ times last week After last week work
don't' want to cook after work
24%
30% have time to cook after work
cook once last week
ASSUMPTION 2:
Have time to cook on weekend
86% cook at least once every weekend
90% cook at least once last weekend
10% <1hrs
66%
Preferred cooking time
24% 2+hrs
ASSUMPTION 3:
Cooking is a key to healthy eating
60%
32%
Eating Habit
Exercise Healthy
8% others
1- 2 hrs
INTERESTING INSIGHTS WEEKEND
WEEKDAY
HEALTH
COOK AT LEAST ONCE ON WEEKEND
COOKING ON WEEKDAY IS TIRED
COOKING IS THE KEY TO HEALTHY LIFESTYLE
many of the users will cook at least once every weekend.
many of the users feel tired & time-poor when cooking on weekday is tired due to long hours of work.
SPEND 1-2 HRS COOKING Out of those users, 80% of them say they want to spend 1 to 2 hours cooking on the weekend
QUICK & HEALTHY DINNER (15-20 MINS) many of the users say they want something that can cook fast on the weekday, but still eating healthy food.
many of the users believe cooking is the key to healthy lifestyle because they know & control what ingredients are in the dish
INTERESTING INSIGHTS
DECIDE WHAT TO COOK DEPEND ON INGREDIENT IN THE FRIDGE the common way to come up meal planning idea is by looking at what ingredients they have in the fridge
GROCERY SHOPPING IS FUN (15 - 30 MINS PW) many of the users think grocery shopping is fun because they can see different products and try new foods in the supermarket.
WHY? want to use up all the ingredients in the fridge & save $$$
I HATE IT WHEN… • • •
waiting line is long have to carry items find place to park car
INTERESTING INSIGHTS
ENJOY COOKING WHEN FLEXIBLE WITH TIME many of the users enjoy cooking when they have more time HOW DO I WANT TO DIVIDE MY TIME IN A WEEK ?
MEAL PLANNING 15-20 MINS
WEEKEND COOKING 1-2 HRS
WEEKDAY COOKING 15-20 MINS
(per day)
GROCERY SHOPPING 15-30 MINS
USER RESEARCH -DESK RESEARCH Google Consumer Survey, 2015
“
59% of 25- to 34-year-olds head to the kitchen with either their smartphones or tablets.
”
The spark phase - a curiosity about what to cook
“
31% of the participants saying that choosing what to cook was the least enjoyable part of the cooking process
”
USER RESEARCH -DESK RESEARCH Google Consumer Survey, 2015
The Cooking Stage
“
68% of millennial moms said that they also watch videos while cooking. And if hands are occupied, voice search becomes indispensable: Twenty-three percent of adults use it while cooking.
”
USER RESEARCH -DESK RESEARCH Google Consumer Survey, 2015
Cooking & Sharing
â&#x20AC;&#x153;
27% of participants said they were likely to be sharing the experience with a spouse, friend, or child. This is helping millennials see cooking as an opportunity to spend quality time with family and friends.
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TURNING INSIGHTS INTO IDEAS weekend cooking
(Plan & cook dinner ahead of time)
Healthy home-cooked or stored food delivery app DELIVERY
Too busy to cook
Make-ahead meal planning app WEEKEND COOKING
STORE
AFTER WORK
Quick & Easy meal planning and ingredient sourcing app AFTER WORK
Have time to cook
15mins
1-2hrs
SET TIME
LIMITATIONS
LIMITATIONS
LIMITATIONS
Lose the cooking experiences Too much competition
The fridge & freezer size??? Store home-cooked food = Healthy?
Quick food = Healthy?? Lose the ability to enjoy cooking Too much competition
FEATURES
USER STORIES Features
Need
Priority
Automatically log-in
I don’t want to login every time when I use the app
Mid
Add fridge ingredients
I want to decide what to cook by checking what ingredients I have in the fridge
Mid
Recipe searching
I want to search make-ahead recipes that fulfil my needs
High
Meal scheduling
I want to schedule my meal
High
Add side Dish
I want to have the ability add side dish
Shopping list tracking
I want to know what I need buy for my meal plan and track my shopping list
High
Read out instructions
I want to have the ability to read and listen to cooking, storing & recooking instructions.
High
Fixed meal plan option
I want to have fixed meal plan
Low
Classify recipe
I want to have the ability to classify different types of recipes
Mid
Recipe sharing
I want to share my favourite recipes with friends
Mid
Push notification
I want to be notified about my meal plan for today & what I need to do to unfreeze meal
High
“History Menu” “My Favourite”
I want to bookmark my favourite menus & retrieve my past menus
Mid
Mid-High
Recipe Information (ingredients, instructions, nutritional information, I want to read about the ingredients, cooking, storing & re-cooking instructions, and nutrition information of the dish cooking time, calories amount & customer feedback)
High
Review meal plan
I want to have the ability to edit my meal plan
High
Rate recipe
I want to have the ability to rate a menu
Mid
Users
HIGH VALUE
MVP
Access to ‘history menu”
Rate recipe
Meal scheduling
Recipe searching
Shopping list tracking Classify recipe
Add fridge ingredients
Recipe Info. Push Notification
Recipe sharing
LOW EFFORT
Review meal plan
Automatically login Add side dish
HIGH EFFORT
Readout instruction Access to ‘favourite menu”
Fixed meal plan
LOW VALUE
KEY FEATURES
Recipe Searcher
Meal Planner
Shopping List Tracker
Food Preparation Trainer
CONTENT STRATEGY
CONTENT STRATEGY
1.
Source Make-ahead meal recipe from other recipe sites. Storing & re-cooking instructions constructed by cooking & nutrition experts
WHY? Healthy & Yummy stored meal
2.
Short & clear instructions with graphics that can be easily understood by the users & give them the option to select ‘read out recipe’.
WHY? Kitchen is most stressful environment ever!
3.
Automatically change ingredient units depend on user’s location
WHY?
4.
Recipes can be understood from people all over the world
Users can contribute their thoughts on the recipe
WHY? Based on my research, people would like to select recipe based on other people’s review
DESIGN PROCESS
SKETCHES
HOME
SEARCH RESULTS
MEAL SCHEDULING
SHOPPING LIST
COOKING MODE
WIREFRAMES HOME
SEARCH RECIPE
RECIPE INFO.
MEAL SCHEDULING
WIREFRAMES SHOPPING LIST TRACKING
COOKING, STORING & UNFREEZING
NOTIFY YOU
USER TESTING
USER WIREFRAMES TESTING 4 2
3
1
Test participant think the page is hard to read as they have to read 2 screens on a small phone
Test participants don’t understand the meaning of the 4 icons in the nav menu
Test participants were confused about how to schedule their meals on this page as there are too many things on the page and the button style looks similar to the “GREEN” circles
Test participants were confused about the function of the 3 dots on the top-right corner
DEMO TIME
PROTOTYPE
HOW DOES IT CHANGE YOUR LIFE? •
Eat healthy & Save money
•
More time to relax on the weekday
•
Flexible with your cooking time
•
Cooking is an experience not an outcome
NEXT STEP
NEXT WIREFRAMES STEPS
Expand sample size to confirm the key assumptions
•
healthy = cooking at home
Further research
weekday cooking weekend cooking Conduct qualitative and quantitative research to find out user’s attitude toward stored food
•
home-cooked store food = healthy? •
Conduct market & consumer research to find out how to overcome the limitation of fridge & freezer size
CONTACT ME
Christine Zhong hui_jun_christine@hotmail.com