COOK HOUSE Web App
Designing a social chat application that helps users transition to a plant-based diet.
Research, Product, UX, UI
Social Application, Health nutrition, Foodtech
Create a web application that allows direct access to experts.
Identify an addressable market that benefits from the chat application, that has not yet been served and develop a product that is more than a feature.
Market and user research, user experience design (UX), interface design (UI)
Human-centred design: Understand (discover & define), Explore (design, prototype & test), Realise (plan & implement)
4 month (2020/21)
What are the users trying to accomplish while transitioning to a plant-based diet?
Changing habits is hard - users are seeking an easy and reliable way to transition into a plant-based diet that suits their need.
- Improve personal health
- Learn more about ingredients
- Learn how to cook plant based
- Get inspiring recipe ideas
- Overwhelming amount of content on the www
- Hard to find the right information
- Lack of trustworthiness
- Not tailored to the users' situation
A social chat application to meet with and talk to nutrition experts who help with tailored advice and inspiration on plant-based cooking.
The users can talk to experts, meet peers and get inspired.
First, users are not sure where to get trustworthy information on plant-based cooking and search on the www.
Second, they get overwhelmed by the endless information on plant-based nutrition, which can leave them unsatisfied or even confused.
Consumers frequently fail to stick to a plant-based diet for more than a few days. In Germany more than half of the 25-34 years old and 37% of the 55-65 years old of those who tried already failed.
Liz, the teacher, represents the most promising user group based on her high affinity for social applications.
We believe that, to Liz, speaking to a nutritionist, chef or cook, can create an experience similar to chatting with her peers and establish a connection, which is vital to her trust in the app.
Insights were drawn from secondary research studies and primary research: a survey with 24 participants and semi-structured interviews with 4 interviewees as well as a competitive analysis.
In addition, to identify usage scenarios, we undertook an AI-based data scrapping on Twitter to pull from conversations potential users were having online. This semantic analysis has been put together with Cauliflower.ai.
From sign up to personalising the experience and talking to experts.
The user research frames the concept ideation
The target users seek tailored information from experts they trust.
A social chat application to meet with and talk to nutrition experts helping with tailored advice and inspiration on plant-based cooking.
Users get the information tailored to their need from a reliable source. They can talk to experts, meet peers and get inspired by their ideas.
77% are (very) likely to use the app
- Customised content for a given situation/need
- Reliable information
- Access to professional knowledge
- Time saving
- Motivation & inspiration
on more complex questions, something
Google cannot answer right away.
- Anna, 32
Research method: Online survey (n=26) and interviews (n=4)
Iterating towards a usable and functional app design for a lasting social experience.
Creating a friction free experience.
Rapid creation of the first main feature screens.
Functions become usable.
Prototyping & Usability testing with Figma.
High fidelity prototyping - ready to meet experts, talk about and cook plant-based food.
Talking to food experts like chefs visualised in one element.
The user interface design is inspired by a mix of sage and pine forest - both relatable to people who love to eat delicious plant-based food.
Photos: Unsplash
In case you like what you see and want to talk about project collaboration.
I am happy to hear from you.
Selected work
Uni Bremen Web AppUX Concept and Design
COOK HOUSE Web AppResearch, UX & UI Design
Kate & Carl - food ecommerceUser Research & Business Design