Transforming Waitrose recipe experience (Web)
The proposition below aims to create ease and delight for Waitrose's customers whilst purchasing groceries.
The challenge
To increase profit through additional revenue streams, plus customer retention. Create ease and delight in purchasing groceries. Understanding our user’s interactions around recipes and purchasing groceries whilst implementing user feedback.
Company
Waitrose & Partners
My Role
Design Consultant - research & Insight - User Experience Design - User Interface Design
Dates
2022
Brainstorm Workshops
Generating ideas through Open-end
ideation sessions
Competitor’s Analysis
Evaluation of top-lower tier competitors in the market space.
User research & Trends
“What makes a recipe easy to follow?”
“What’s your favourite recipe site, and why?”
“How important are picture to you when following a recipe, and why?”
User Personas
Insight Overview
Underlying insights driving behaviours
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Importance of imagery
Images play a crucial role in recipes by offering visual clarity, bolstering the cook's confidence, and providing inspiration throughout the cooking process.
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Interactive Cookbook
Discover the joy of cooking with our Interactive Cookbook, where you can effortlessly save and organize your favorite recipes. Dive into a world of culinary delights, tailor-made to suit your taste and preferences.
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Recipes on a budget
Highlight recipes with ingredients on promotion and offers.
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Add items to basket from recipe page
Add all ingredients to the basket, directly from recipe pages.
Ideation Sketches
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Building a stacked card ‘Cookbook’ feature where users who have limited time can access their favourite recipes at a later time.
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Stacked Cards version 2, where two more cards can be viewed at once.
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Step by step cooking instructions with Pop-up video content
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Save recipe to ‘Cookbook’ button
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One button below ingredients which quickly adds all items to trolley.
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Highlighting items in the recipe that are on promotion, and can be added straight to trolley. This can also highlight equipment needed for recipe which user can buy from John Lewis.
