Chefly
(Research Case Study)
Chefly
(Research Case Study)
Case Study
Designing a platform to help people learn the art of cooking first-hand from professional chefs.
Designing a platform to help people learn the art of cooking first-hand from professional chefs.
Role
UX/UI Designer
Scope
Research, user flows, prototyping, branding, interface design
Research, user flows,
prototyping, branding, interface design
PLATFORM
Mobile App
Type
Research case study,
0 → 1 product design
The Problem & Context
The Problem & Context
With the influx of unfiltered information on the internet, getting reliable instruction and tips is increasingly tough for cooking hobbyists and people starting out on their cooking journey.
With the influx of unfiltered information on the internet, getting reliable instruction and tips is increasingly tough for cooking hobbyists and people starting out on their cooking journey.
With the influx of unfiltered information on the internet, getting reliable instruction and tips is increasingly tough for cooking hobbyists and people starting out on their cooking journey.
Recipes that look nice on a video don’t look good once created.
Recipes that look nice on a video don’t look good once created.
Even after following a recipe, you may not know what exactly went wrong.
Even after following a recipe, you may not know what exactly went wrong.
Foreign recipes are usually made with foreign ingredients. Cooks don’t know what to replace them with.
Foreign recipes are usually made with foreign ingredients. Cooks don’t know what to replace them with.
The Solution
The Solution
We built a platform where users can:
We built a platform where users can:
Interact and gain culinary solutions in real time.
Interact and gain culinary solutions in real time.
Interact and gain culinary solutions in real time.
Access a curated list of chefs who can answer their questions accurately and give appropriate instruction.
Access a curated list of chefs who can answer their questions accurately and give appropriate instruction.
Access a curated list of chefs who can answer their questions accurately and give appropriate instruction.
Get access to recipes that can be trusted to produce good food.
Get access to recipes that can be trusted to produce good food.
Get access to recipes that can be trusted to produce good food.
Research, Discovery & Direction
Research, Discovery & Direction
My Role
My Role
User Research
User Research
User Flows
User Flows
Prototyping
Prototyping
User Testing
User Testing
Branding
Branding
Interface
Interface
Existing
Solutions?
Existing Solutions?
Existing Solutions?
I analysed Udemy and YouTube, two platforms extremely popular among people looking to enhance their culinary skills at home.
I analysed Udemy and YouTube, two platforms extremely popular among people looking to enhance their culinary skills at home.
YouTube
Udemy
Session
Pricing
Free
One-time
payment
Curated
Sessions
In-Depth
Teaching
Real Time
Support
Follow-Up
Support
Session
Pricing
Free
One-time
payment
Curated
Sessions
In-Depth
Teaching
Real Time
Support
Follow-Up
Support
User Research
User Research
I conducted remote and in-person interviews of 6 targeted users across the country, to learn more about how they went about their process of finding new recipes, their inspiration to cook, and what they think of professional cooking classes.
I conducted remote and in-person interviews of 6 targeted users across the country, to learn more about how they went about their process of finding new recipes, their inspiration to cook, and what they think of professional cooking classes.
I tend to choose videos and recipes from chefs that are well known.
I feel a bit anxious while asking questions in a class since it may disturb other students.
I tend to look for tips regarding the technique rather than just the recipe since I feel that is more important.
Sometimes, a dish looks really great in the picture shown, but doesn’t taste as nice when i cook it.
I don’t really trust recipes or tutorials from random people since people can buy ratings and reviews.
Video’s don’t often give detailed enough instruction while teaching something.
I tend to look for tips regarding the technique rather than just the recipe since I feel that is more important.
Sometimes, a dish looks really great in the picture shown, but doesn’t taste as nice when i cook it.
I don’t really trust recipes or tutorials from random people since people can buy ratings and reviews.
Video’s don’t often give detailed enough instruction while teaching something.
User Personas
User Personas
Sunil
Sunil
The cooking enthusiast
The cooking enthusiast
32, Homemaker
Enjoys experimentation
Inspired by popular chefs
Sunil is a homemaker living in Noida with his family. He enjoys baking for his family and friends, and loves when they they have good things to say about his cooking. He likes experimenting, and is inspired by chefs he comes across on television. He has attended a few short courses in the past to learn more about certain culinary techniques, nothing professional yet.
Sunil is a homemaker living in Noida with his family. He enjoys baking for his family and friends, and loves when they they have good things to say about his cooking. He likes experimenting, and is inspired by chefs he comes across on television. He has attended a few short courses in the past to learn more about certain culinary techniques, nothing professional yet.
Culinary resources
Goals
Advice from chefs he knows about from television.
To be able to ask questions whenever he wants to.
To get tips regarding his technique, so he knows what to look for if something goes wrong.
Advice from chefs he knows about from television.
To be able to ask questions whenever he wants to.
To get tips regarding his technique, so he knows what to look for if something goes wrong.
Pain Points
Doesn’t want to disrupt a class by asking the chef questions.
Online classes and videos on YouTube seem too generalised sometimes, and don’t give him the answers he needs.
Doesn’t want to disrupt a class by asking the chef questions.
Online classes and videos on YouTube seem too generalised sometimes, and don’t give him the answers he needs.
Aarathi
Aarathi
The cooking enthusiast
The cooking enthusiast
36, Project Manager
Cooks occassionally
Looks for simple recipes
Aarathi tends to prepare her meals on a daily basis, but likes to move out of her comfort zone and try more complex dishes during holidays or festivals. Her days tend to be hectic, and due to that, she prefers cooking something for herself that tastes good, but requires a minimal amount of time to prepare
Aarathi tends to prepare her meals on a daily basis, but likes to move out of her comfort zone and try more complex dishes during holidays or festivals. Her days tend to be hectic, and due to that, she prefers cooking something for herself that tastes good, but requires a minimal amount of time to prepare
Culinary resources
Goals
Learning from reliable sources
Reviews and comments to guarantee quality
Being able to put together complex recipes without having prior knowledge of the cuisine or technique
Learning from reliable sources
Reviews and comments to guarantee quality
Being able to put together complex recipes without having prior knowledge of the cuisine or technique
Pain Points
Techniques aren’t described enough and lead to mistakes
The lack of time, as meals need to be prepared within a schedule
Techniques aren’t described enough and lead to mistakes
The lack of time, as meals need to be prepared within a schedule
Wireframes &
(many) Iterations
A fast track though the many changes (both small and big) the design went through before the final designs were created.
Low Fidelity
Mid-Fidelity (Iteration 2 of 3)
Mid-Fidelity (Iteration 3 of 3)
Usability Testing
Usability Testing
Affinity Mapping
Affinity Mapping
Rainbow Spreadhseet
Rainbow Spreadhseet
User Feedback & Improvements
User Feedback & Improvements
I spoke to
people who:
I spoke to people who:
I spoke to people who:
Who cooked either daily or casually at home.
Were in the age group of 25 to 55 (people with spending power, and comfortable using technology).
Spent time learning different recipes or techniques through various means.
Who cooked either daily or casually at home.
Were in the age group of 25 to 55 (people with spending power, and comfortable using technology).
Spent time learning different recipes or techniques through various means.
Final Design
Final Design
Filter modal spanning entire screen
Filter modal spanning entire screen
Clear CTA to close filter
Clear CTA to close filter
Added icons with each option for better scanning
Added icons with each option for better scanning
Slider for more flexible cost-based filtering
Slider for more flexible cost-based filtering
Clear CTA to apply filters
Clear CTA to apply filters
Users reported the partial-screen filter was distracting
Users reported the partial-screen filter was distracting
No clear method to close the filter option
No clear method to close the filter option
No clear CTA to save or reset filters
No clear CTA to save or reset filters
Filter Screen
Filter Screen
Final Design
Final Design
Chef details visible on opening
Chef details visible on opening
All details are presented in a compact area
All details are presented in a compact area
CTAs to start chat is hidden under the profile section
CTAs to start chat is hidden under the profile section
Chef details visible only when the ‘Profile’ button is clicked
Chef details visible only when the ‘Profile’ button is clicked
Flow to view details was confusing to 5 of the 6 users tested with
Flow to view details was confusing to 5 of the 6 users tested with
Chef Profile
Chef Profile
Final Design
Final Design
Added start and end time for each session
Added start and end time for each session
CTA to add event to their connected calendar
CTA to add event to their connected calendar
CTA to reschedule or cancel, in case of discrepancies
CTA to reschedule or cancel, in case of discrepancies
No ending time for session specified
No ending time for session specified
Users suggested adding the event to their calendar for convenient scheduling
Users suggested adding the event to their calendar for convenient scheduling
Call Confirmation
Call Confirmation
Users reported the partial-screen filter was distracting
No clear method to close the filter option
No clear CTA to save or reset filters
Lo-fi Design
Final Design
Filter modal spanning entire screen
Clear CTA to close filter
Added icons with each option for better scanning
Slider for more flexible cost-based filtering
Clear CTA to apply filters
CTAs to start chat is hidden under the profile section
Chef details visible only when the ‘Profile’ button is clicked
Flow to view details was confusing to 5 of the 6 users tested with
Chef Profile
Final Design
Chef details visible on opening
All details are presented in a compact area
Filter options
Call confirmation
Chef Profile Screen
No ending time for session specified
Users suggested adding the event to their calendar for convenient scheduling
Call Confirmation
Final Design
Added start and end time for each session
CTA to add event to their connected calendar
CTA to reschedule or cancel, in case of discrepancies
Visual Language
Fresh
Neutral
Balanced
The app would have a lot of colourful images by design, and so I chose a monochrome palette - to emphasise branding, but not make the interface excessively colourful.
Hi-fidelity Designs
Chef Profile
Chef profile
A summary of the chef's experience and background
Image gallery
Pictures from food cooked by the chef and their students
Social validation
Highlights keywords and overall ratings based on student reviews
CTA and price
Sticky CTA and pricing shown directly for transparency
Shortcuts & events
For easy navigation, and prompting interation
Recommended
chefs
Based on preferences, searches, calls booked, and cuisines browsed
Recommended recipes
Based on past searches, saved recipes, diet restrictions and preferences
Landing Screen
Accessible login and onboarding
Accessible design, with coach-marks to introduce the platform quickly
Search and filters
Intuituve search results and filter options, improved and verified by testing
Intuituve chat interface
Rich chat interface, to upload images, attach recipes, and create checklists.
My Takeaway
My Takeaway
My
Takeaway
While the project was originally mapped out keeping an Indian audience in mind, while conducting the second round of usability testing, I was surprised to learn that the symbol depicting vegetarian and non-vegetarian food was commonly used only within the country and wasn’t widely used internationally.
In future iterations of this project, I would like to tackle this, and come up with a viable solution so people from across the world can make use of this platform effortlessly.
While the project was originally mapped out keeping an Indian audience in mind, while conducting the second round of usability testing, I was surprised to learn that the symbol depicting vegetarian and non-vegetarian food was commonly used only within the country and wasn’t widely used internationally.
In future iterations of this project, I would like to tackle this, and come up with a viable solution so people from across the world can make use of this platform effortlessly.
Credits
Credits
The work displayed here is the intellectual property of me, Althea D’Silva. I retain all ownership rights to this work.
The work displayed here is the intellectual property of me, Althea D’Silva. I retain all ownership rights to this work.
A huge shout-out to Arun Nagargoge, my fabulous mentor. Also, thank you to all my interview and survey participants, some of whom are Sasha Hakhu, Anika Hakhu and Leora Rubens.
A huge shout-out to Arun Nagargoge, my fabulous mentor. Also, thank you to all my interview and survey participants, some of whom are Sasha Hakhu, Anika Hakhu and Leora Rubens.
Althea D’Silva
Product Designer
Product ideas can be complex. I translate them into designs that are simple to understand, and frictionless to use.
LETS WORK TOGETHER!
Powered by curiosi(tea)
And a good cup of chai.
Althea D’Silva
Product Designer
Product ideas can be complex. I translate them into designs that are simple to understand, and frictionless to use.
LETS WORK TOGETHER!
Powered by curiosi(tea)
And a good cup of chai.
Althea D’Silva
Product Designer
Product ideas can be complex. I translate them into designs that are simple to understand, and frictionless to use.
LETS WORK TOGETHER!
Powered by curiosi(tea)
And a good cup of chai.
Wireframes &
(many) Iterations
A fast track though the many changes (both small and big) the design went through before the high-fidelity designs were created.
Low Fidelity
Mid-fidelity (Iteration 2 of 3)
Hi-fidelity (Iteration 3 of 3)
Visual Language
Fresh
Neutral
Balanced
The app would have a lot of colourful images by design, and so I chose a monochrome palette - to emphasise branding, but not make the interface excessively colourful.
Hi-fidelity Designs
Shortcuts & events
For easy navigation, and prompting interation
Recommended
chefs
Based on preferences, searches, calls booked, and cuisines browsed
Recommended recipes
Based on past searches, saved recipes, diet restrictions and preferences
Landing Screen
Chef profile
A summary of the chef's experience and background
Image gallery
Pictures from food cooked by the chef and their students
Social validation
Highlights keywords and overall ratings based on student reviews
CTA and price
Sticky CTA and pricing shown directly for transparency
Chef Profile
Journeys
Individual or partner wellness journeys and interactive games, used to earn Chemistry Points.
Shared Dreams
Easily customisable thumbnails and dream fields, with the option to plan dreams years in advance.
Intuitive chat interface
Rich chat interface, to upload images, attach recipes, and create checklists.
Wireframes &
(many) Iterations
A fast track though the many changes (both small and big) the design went through before the high-fidelity designs were created.
Low fidelity
Mid-fidelity (Iteration 2 of 3)
Mid-Fidelity (Iteration 3 of 3)
Visual Language
Fresh
Neutral
Warmth
The app would have a lot of colourful images by design, and so I chose a monochrome palette - to emphasise branding, but not make the interface excessively colourful.
Hi-fidelity Designs
Shortcuts & events
For easy navigation, and prompting interation
Recommended
chefs
Based on preferences, searches, calls booked, and cuisines browsed
Recommended recipes
Based on past searches, saved recipes, diet restrictions and preferences
Landing
Screen
Chef profile
A summary of the chef's experience and background
Image gallery
Pictures from food cooked by the chef and their students
Social validation
Highlights keywords and overall ratings based on student reviews
CTA and price
Sticky CTA and pricing shown directly for transparency
Chef Profile
Journeys
Individual or partner wellness journeys and interactive games, used to earn Chemistry Points.
Love Feed
Easy moments of love between partners, to be looked at on a rainy day.
Intuitive chat interface
Rich chat interface, to upload images, attach recipes, and create checklists.