PIXAR AMAZON A+ PAGES

Implemented flexible A+ page template to both streamline our web presence visually, as well as ensure we were delivering on key assets and top selling points for the consumer. This allowed our team to leverage each designer’s unique knowledge of their brands while increasing consistency of e-commerce asset usage across all Pixar statements.

CLIENT Mattel / ROLE Lead Designer / Spring 2020 / DURATION 10 weeks
UX TEAM Mattel E-commerce, K. Levesque, K. Carungcong, M. Karlin

 

Problem Space & POV

A 2017 study found that eating more home cooked meals was associated with better health in adults. However, people are living busier lives than ever, and are often limited on time, ingredients, and other resources. We sought to explore deeper, and produce an app experience that would improve the cooking experience for users.

 

User Research Findings & Needs

FILL IN COPY HERE

In order to gain more insight into users and their habits, we created a survey. This allowed a few clear trends to arise, which shaped the direction of the project. We asked basic demographic questions, as well as questions about people’s cooking habits and preferences. We included a variety of prompts allowing us to get qualitative and quantitative data. Some key findings are below:

  1. Over 85% of those surveyed cook meals at home.
    2. The top three factors in how users choose a recipe to cook are cook time, ingredients already on hand, and recipe complexity.
    3. 72% of users cited multitasking while cooking.
    4. 62% of those surveyed cited spending 3-5 hours cooking each week.
    5. Preferred multitasking activities included watching TV, followed by listening to music and doing dishes.

With a clear idea of the flow, we started sketching out solutions to help work out the best way to guide users through the app. As we sketched, the following key features were kept in mind:

  1. Ability to choose how much downtime you want during cooking
    This allows the user to cater to their preferences, as well as be sure their multitasking is focused and optimized.

2. Ability to refine filter of recipes by ingredients on hand
According to our research, ingredients already on hand was a key factor for the majority of people in searching for a recipe. Adding the ability to refine by what’s already on hand further allows users to cater their recipe search to their individual needs.

3. Voice commands in active recipe state
We added voice commands for progressing through recipe steps. This would keep potentially messy hands free and available during prep and cooking, allowing more seamless interaction with the app.

*Copy here on game plan*

 

Low-Fi Wireframes

These wireframes, refined from the feedback in the lo-fi sketches focused on bringing additional clarity to the user.

Our main differentiator and focus became cooktime, knowing that over 90% of users listed this as a top factor in deciding what to cook. We skewed this from a potential limitor to a benefit, allowing the user to choose how to use their time.

Knowing ingredients on hand was a top 3 factor in recipe choice for users, we were sure to intentionally build this functionality into the app. At the start of each search, the user is prompted to optionally enter up to 3 ingredients they already have on hand, which both filters the recipe results to skew towards options including these items, as well as gray the items out when adding the recipe to your shopping list, keeping track for the consumer so they won’t be led to purchase what they already have on hand.

Voice commands were added to allow for a seamless experience during prep. With their hands busy prepping and potentially covered in food, this allows the user to move through the recipe steps without getting food on their device or having to pause. We worked to include clear instructions for this portion, knowing the consumer may not be familiar with this feature.

 

Final High Fidelity Mockups

These wireframes, refined from the feedback in the lo-fi sketches focused on bringing additional clarity to the user.

Our main differentiator and focus became cooktime, knowing that over 90% of users listed this as a top factor in deciding what to cook. We skewed this from a potential limitor to a benefit, allowing the user to choose how to use their time.

 

Project Learnings

This project was a great reminder that there are endless possible solutions to a problem. At first glance it felt like the cooking/recipe app space was really saturated, and I wasn’t sure what we would be able to bring to the table here. However, through staying true to the user and conducting thorough research and observation, we were led to a white space. From there we were able to come up with an offering that brings both practicality and fun.