5 user interviews have been done capturing user’s needs, pain points and the design insights. And the competitive analysis of 4 applications has helped to understand the current marketing opportunities.
Millennials, 25-34, professionals, cooking at home sometimes, like to try new food.
“I have to follow the recipe step by step, if its not written well, will get stuck.”
Caroline Arata, 27
“Sometimes there isn’t enough pictures for me to understand what to do on each step."
Dan Robertson, 28
“Hands are dirty, and hard to open app again to look. ”
Louisa Toy, 32
“What are the difficulties for prepare cooking? Other than my skills.”
Tamara Baia, 32
“If i am cooking for someone, it hard to getting to get the time right. “
Tammy Kim, 29
- Difficult to find easy recipes to follow.
- Difficult to navigate on the device due to their hands being dirty.
- People lack confidence to begin cooking.
Based on the card sort, those features were prioritized into 4 categories.