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Case Study - chef'd
Chef'd as a company wants cooking to be easy, convenient, and personalized for each individual. A variety of meals are offered in order to appeal to the personal preferences of consumers. Even though Chef'd does not require a subscription to order its meals, it does offer five different meal plans for those consumers who want to order on a more consistent basis. I was assigned to analyze the meal plans that Chef'd offers and what steps Chef'd could be taking to keep consumers engaged on this portion of the website.
- focused the project on one meal plan : Spoon University
- studied chefd.com to understand its mission and target audience
- completed competitor research
- looked at engagement, popularity, and traffic data
- walked through the process of creating a meal plan as a new user
- conducted usability tests on users that fit the target audience (college students that enjoy meal planning)
- collected initial and final site thoughts from each user
- observed users, noting their frustrations, questions, and failures of tasks throughout the testing
- determined that users could not filter meals in their kit- they had to go to individual product pages to get any additional information such as nutrition facts, prep time, difficulty, etc.
- brainstormed ways to fix the most common problems across users during testing
- wireframed a solution to the most common issue on Chef'd's website by adding a filter bar that users could use, serving as an accelerator during the meal plan process
- created an interactive prototype of the redesign, lessening clicks and eliminating the requirement of going to each product page to find information on the meals in each plan
Wireframe - Filter Bar
Wireframe - Filter Bar Expanded
Interactive Prototype using Filter Bar
Chef'd wants to provide a good its experience for its users in order to get a conversion. In order for this to happen, it is necessary for Chef'd to give users the ability to filter their meals for a meal plan based on personal preferences. Adding this bar saves clicks and makes the website more flexible and efficient to use. Usability testing taught me that just because a website looks nice does not mean that it provides a good user experience.