01, Project Overview

The product:

Tasty app is a free cookbook app with over 4000 Tasty recipes. Provide super-short cooking tutorials and Step-By-Step instruction mode; a ‘My Recipes’ page which serves as your very own mobile cookbook, and an incredible Search tool that allows you to filter by any ingredients, cuisine, and social occasion.

Project Goal:

This project aims to redesign Tasty app.By explores target users cooking habits and challenges they face while using cooking recipe’s app to uncovers potential areas for design intervention.

My role:

UX Research, UI Designer, Branding

Skip ahead to final design >

03, Research Goal

Identify Tasty’s target market
Identify Tasty’s competitors and evaluate their strengths and weaknesses
Understand the experiences people have with meal prep and cooking
Discover goals, needs, motivations, and frustrations of cooking recipes app users

Secondary Research

Understand the habit and motivition of home-cooking people

67%

of people cooking at home helps to save money
source: Hunter, 2020

46%

of people cook at home for health reasons
source: Morning Consult, 2022

65%

of men reported their spouse cooked meals for them
source: World Cooking Index, 2021

04, Market Research

General

Tasty is an online recipe discovery platform
The top competitors of Tasty are Allrecipes , Yummly, Kitchen Stories,Side Chef
8.9M subscribers on Tasty Youtube channel

Demographics

65.62% of Tasty users are females
26.38% of Tasty’s user base was dominated by 25-34
America is the product main geographic location
18.96% users from non-english speaking countries

05, Competitive Analysis

I analysed Tasty’s top competitors to evaluate their strengths and weaknesses. This information helped me to understand what the trends are across all competitors, their unique differences, and help me to identify the possible opportunities for our product.

06, Personas

After market research and competitive analysis, I wanted to start exploring and identifying who their target users might be. By creating personas, I was able to quickly start empathising with Tasty’s users and gain a basis for who I would conduct user interviews with to validate this information.

Effortless way to discover new recipes
Saving more time to take care the children
Saving more budget

KEY GOAL

Improve eating habit
Knowing each meal’s nutrition info
Keep track on the diet

KEY JOB-TO-BE-DONE

"I need to cook everyday so I prefer easy, fast, budget friendly recipes with huge varieties of options provide to me on daily basis."

"When I'm considering meal choice, I want a reliable source for me to inspect the nutrition information, so that I can spend less time researching.."

07, User Research

To learn about user personal experiences with recipe’s app and Tasty, I conducted user interviews. I interviewed 5 people between the ages of 25-50, 10-15 minutes each, asking open-ended questions to learn about their experiences with cooking recipes digital product , key insights were uncovered:

Key Insights

People use cooking recipe digital product while cooking

People want to discover recipes that fit their diet preferences

People concern and care for their eating habit

needs

To be able to use the digital product without needing to touch the screen

To be able to find accurate recommendations

To be able to track their meal nutrition information

08, Defining the Problems

I use the insights and needs gained from research to identify what the main problems are that I am trying to solve. I used those insights and needs to create POV statements to better understand the problem from the user’s perspective and then created HMW questions to come up with possible solutions for these problems.

POV

Natalie needs to be able to use the recipes app without needing to touch the screen because she uses it while cooking.

Natalie needs to be able to find accurate recommendations because she wants to discover recipes that fit her diet preferences.

Natalie needs to be able to track their meal nutrition information because they concern and care for their eating habit

HMW

How might we help Natalie experience the app while cooking without touching the screen?

How might we help Natalie discovers new recipes that she likes through recommendations?

How might we help Natalie to track her meal nutrition information?

10, Visual Identity

Rebranding the Tasty

The brand's essence is “trusted friend”. Tasty's key brand associations are a wholesome welcoming product, easy to use, tasty food. Based on my research findings, users care about healthy diet lifestyle, the rebranding version of tasty should reinforces the idea of caring and well-being. The interface has a minimal and calm approach, using pale blue tone colours match with bright highlight colours. This aesthetic aids in inducing balance and ease in users.

Typography:

Heading/ Nagoda

Tasty, your new cooking coach!

Body/ PP Pangram Sans Rounded

The Tasty app creates a personalized daily menu. With its smart search tool, you can search by ingredients, social occasions, and cuisines. It features a more friendly hand-free cooking mode.

Colors:

Elements:

11, Prototype

Final Design

Personalised Experience

Boarding with personal setting including goal, diet preference, body data to generate the most personalised experience for user
In-app user space provide user report with health data and progress data

Enjoy custom-made menu

Offer user daily generated 3-meals menu based on their goal and diet preference which can help user shorten recipe screening process and keep users motivations.