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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.