About
Date:
nov 2020
We worked with a startup that provides a platform for sharing amateur food photos. We received an initial persona that we needed to refine and use to design the application based on the provided information.
I led the group due to my prior experience in UX design and having released real working products. This experience allowed us to deliver a more complex and logically complete project with a large structure within a limited timeframe.
2
Yumee is a social media platform where users can share what they have cooked and their recipes, and compete with each other by offering cooking duels. This was a university group project that my team and I completed in 2 weeks.
Research analysis
Information architecture
Wireframing
UX Design
MVP Development
Our Process
New Skills I Learned
Wireframing
Research analysis
Project management
Time management
User research
Andrea
31
Single
PR manager in IT company
Bio
Andrea lives alone in a two-room apartment in Chicago. She is an extrovert and a reliable person, and these soft skills are highly appreciated in her work environment. This has led her to quickly assume the role of public relations manager at an important IT company.
In her free time, she enjoys experimenting in the kitchen, pushing herself with increasingly challenging recipes, and preparing excellent dishes that she would like to share on social media. She loves organizing dinner parties and invites her friends to spend evenings enjoying good food and conversation.
She has a great sense of humor; she is determined and confident, qualities that have always attracted many people who have become her friends.
Quote
I'm a social media maven, and I just love posting nice picture of what I cook on social media. My friends say my cooking abilities are fantastic but I call it chef-tastic.
Behaviours
Being an extrovert person Andrea maintain hundreds of personal connections via social media-even her work connection.
Andrea is an expert with social media, and often uses online services for her work and appreciates the ones that improve her everyday life. She is very intuitive when she starts interacting with a platform, and understand quickly if something interests her or not.
Andrea is very focused on her working career, so she don't have a lot of free time. She uses it to pursue her passion for cooking and exploring new recipes.
Frustrations
Doesn't like to post food photos and contents in her personal social media which has her work connections.
Doesn't like to use social media that requires time and effort to post, because she doesn’t have a lot of free time, being really focused on her working career.
Doesn't get much attention on her home cooking skills and accomplishments.
Need
Be constantly surrounded by other passionate people and share her passion for food and recipes with others.
Feel appreciated by other home cooks who are as competent as her, and learn from their recipes and skills also.
Using a social media specifically for food that matches her fast and busy lifestyle where she can also buy products and ingredients.
Feel free to show her talent in cooking without the fear of being perceived as unrelatable by her vast network of contacts (from the work and not-friendly ones in particular).
58% — Tech savvy
99% — Active on social media
82% — Extrovert
37% — Professional at cooking
78% — Willingness to learn new skills
Key insights
App should have:
An element of comparison between users
The ability to post photos and videos
The option to discuss recipes and food
Versions for mobile and iPad
An attractive and engaging interface from the first use (otherwise it may be deleted)
Features tailored for non-professional or home cooks
First ideas:
Our idea is to create a social media platform for people who love cooking, where they can post their own food pictures or videos.
Competitor analysis
App
There are other cooking applications available in the app store and play store. We have listed the most popular ones-highlighting their main features.
Others
In the same field we found other competitors that show, for example, how the aspect of competitiveness and charisma are very important factors in engaging the audience.
Our concept
After analyzing competitors, we decided to create a social media platform for cooking enthusiasts. Users can discover new recipes, share their own photos or videos, and engage in friendly competition.
Information architecture
First, we created an information architecture map to better understand how the app works and what features it includes. We further refined the structure, but you can see the initial map at the start.
Wireframe development
Wireframe development
The initial map helped us create the wireframes, as we followed the information architecture. During the wireframing process, we made slight adjustments to the information architecture, recognizing that some elements didn’t work and new ones needed to be added.
1. Shop
1.1 Shop Page
1.2 Category
1.3 Product page
1.4 Product page
1.5 Empty cart
2. Feed
2.1 Feed
2.2 Feed_scroll
3. Profile
3.1 Profile
Final mockups
Results
Results
Results
Elapsed for research and design development
Designed more than application screens
Created a cohesive design with features
Problem solving
Social media
Most major social media platforms contain food-related content. They are interesting because they effectively manage a vast amount of content and facilitate active interaction among users.
Pinterest
TikTok
Instagram
Tumblr
Youtube
Pinterest
Discover and save ideas. Explore ingredients, new dishes, and recipes daily.
Consuming
Posting
Pinterest
TikTok
Instagram
Tumblr
Youtube
Pinterest
Discover and save ideas. Explore ingredients, new dishes, and recipes daily.
Consuming
Posting
Pinterest
TikTok
Instagram
Tumblr
Youtube
Pinterest
Discover and save ideas. Explore ingredients, new dishes, and recipes daily.
Consuming
Posting