Recipe Page Enhancements

Interaction Design | Info. Architecture | Wireframing | Prototyping
1 min read
Screenshot of Food Network Kitchen Recipe Page
Client
Food Network
My Role
Lead UX Design
Device
Mobile
Launched
April 2021
Overview
Recipes aren't just a list of ingredients with instructions. They are informative guides that help customers navigate the cooking journey — from deciding what to cook and buying groceries to preparing the meal and finally, enjoying it.
The Problem
Food Network recipes include a lot of detailed information — a description, ingredients, instructions, notes, ratings, reviews, and more recipes.

Research showed that customers felt overwhelmed when scanning the recipe, deciding if they could make it and eventually using it to cook.
The Mission
Evolve recipes to smoothly guide customers through all stages of the cooking journey – discovery, planning, preparation, and post-experience.
Constraints
Patterns for recipes were well-established, so the successful solution needed to embrace those patterns to avoid disturbing customers.
Overview
Recipes aren't just a list of ingredients with instructions. They are informative guides that help customers navigate the cooking journey — from deciding what to cook and buying groceries to preparing the meal and finally, enjoying it.

During this journey, customers change their intentions and recipe information is used differently to meet these evolving needs. Having the wrong information at the wrong time can make this trek difficult to maneuver.
The Problem
Food Network recipes include a lot of detailed information — a description, ingredients, instructions, notes, ratings, reviews, and more recipes.

Research showed that customers felt overwhelmed when scanning the recipe, deciding if they could make it and eventually using it to cook.
The Mission
Evolve recipes to smoothly guide customers through all stages of the cooking journey – discovery, planning, preparation, and post-experience.
Constraints
Patterns for recipes were well-established, so the successful solution needed to embrace those patterns to avoid disturbing customers.

🚀 Discovery

Empathizing and understanding our customers.

Lead Research

Lead research conducted by UXR revealed the following insights:

  • Discovering a Recipe

    Customers spend a lot of time selecting a recipe because it needs to meet a lot of their needs — ingredient availability, diet, time, number of steps, reviews and ratings were cited as main influencing factors.

  • Planning

    After selecting a recipe, customers acquire ingredients, equipment and sometimes create a menu around the recipe.

  • Preparation

    When preparing the meal, customers found it inconvenient to scroll from the instructions to the ingredients.

  • Post-experience

    Engaging with the community is important to customers. Features to leave ratings and reviews provide a feeling of accomplishment and help to encourage others.

Competitive Analysis

I performed an analysis to identify trends and interesting UX decisions in the designs of our competitors.

Key Insights

  • Recipe pages everywhere are bloated with information.
  • Every service includes the same common features and recipe information, generally.
  • Some services offer a guided cooking experience with step-by-step instructions.

Prototyping

I built a prototype to validate:

  • If customers could make a quick decision about cooking the recipe
  • If customers were assisted through the planning and preparation of the meal.
Open Prototype

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