My role and team

Product designer, assistant product owner

Market research, defining MVP requirements and capabilities, information architecture, brief User Flow, 40+ screens, UI-kit

After concept development and deeper market analysis

Working on changing the direction of the startup. Product research and experimentation with methodologies (JTBD, CJM, Lean Canvas, Value Proposition Canvas)

Objective

To develop a new service that will make it easy to find the right recipe and ingredients for homemade infusion.

We are creating a user-friendly and intuitive platform that will allow users to find interesting and suitable recipes and share their experience with the community. Our goal is to create a community where people can fulfil themselves by sharing their family or personal recipes and get ideas for new ones, developing the culture of one of the oldest crafts.

Research in the initial stages

I started my work with stakeholder analysis and then began desk research. There were very few analogue solutions to the problem. Several sites with recipes were found, but the functionality was extremely poor, and something similar to our idea was implemented only on an English-language service for brewers.

Formulated users' pains

Participant Problems:

• It is difficult to find a reliable and high-quality recipe, as not all of them specify exact data, down to the number of ingredients

• Functionality of recipe search by ingredients was not found on any of the services.

• On forums where it is possible to post, there is weak moderation on the quality of content.

• Lack of educational content for beginners

• The result is not predictable, as there is no feedback

• It is difficult to control the maturation of several drinks.

Ideas and concepts

After conducting several interviews and brainstorming sessions with the team, I have identified the following features that we will use to solve user problems:

Search for recipes by quick filters

The recipe cards, search and filter are located on the recipe page. You can quickly select the class of drink, sort by popularity or search by name

What can I make with ingredients I already have?

Advanced search, including an ingredient search where you can select one or more of the suggested ingredients or add an ingredient of your choice

I'm a beginner and don't know how to prepare the recipe properly

There is a tab with articles that will help you learn both the basics and the secrets of making drinks from the masters for more experienced users

The result is unpredictable and there is no guarantee that it is drawn up well

Each recipe has a rating and reviews. Reviews can be viewed when viewing a recipe and the rating is displayed on the recipe card

The recipe is unclear or missing important information

To publish a recipe only by special form, in which you need to describe the process and specify all the necessary data, including ingredients and grams. If desired, you can attach a photo of the process and the final resultc

It is difficult to keep track of multiple recipes at the same time

Tracking of the brewing process is placed on the main screen and gamification elements are added to increase the number of inputs. Each recipe is tracked separately and you can clearly see how much time is left to mature the drink

Research

Stakeholder analysis

As a zero stage of preparation, an analysis of all stakeholders who will come in contact with the product in any way.

This information helped to:

• Find out the degree of involvement and influence on the final product

• Understand their needs and interests

• Increase the chance of project success and reduce the cost of error

Interview

Preparation

• Defined the goal: to find out how users are now choose recipes for tinctures and how they buy ready-made kits.

• I defined the target audience for the interview: men who have made homemade infusions in the last year.

• I formulated hypotheses and selected the questions I would use to test them.

• I divided all the questions into blocks in order to organise the interview in a logical way.

Structure

• Introductory questions

• Choosing a resource

• Search

• Selecting a recipe

• Fitting a recipe and selecting additional products

• Discussing the current solution

• Finalising questions

Analyses

After transcribing the interviews, I processed the responses received, for each block, wrote out the insights on post-it notes and moved on to constructing a CJM to look at the big picture.

Diagrams

CJM



In CJM, I have taken into account:



• User Actions

• Tasks and motivation

• Product touch points



• Problems the user may encounter

• Possible solutions and features

Functional Map

Based on the interviews and the shared vision, a functional map of the product was drawn up to quickly identify the required functionality during the design process

User Flow

User Flow helped identify:

• Where the user may have encountered a problem and how they could potentially be retained

• What forks there are in the scenario

• Which screens will be repeated most often