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Simpleat
The simplest way to make dinner using ingredients you already have at home.
My role: UX, UI, Research​
Project Overview
The problem: People with busy schedules need help cooking dinner, tracking what ingredients they have at home, remembering what to buy at the grocery store, and avoiding food waste.
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The solution: Simpleat. Users can input the ingredients they already have on hand and Simpleat will generate recipes based on your ingredients.
Research
In order to determine the behaviors of potential users, we started the project with a survey and 10 user interviews.
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Survey goal: We gathered survey results from 74 individuals using resources such as Reddit, Instagram, Linkedin and Facebook groups. The goal of the survey was to uncover grocery shopping, meal planning, and dinner habits.
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User Interviews: We conducted 7 user interviews and a survey to help us better understand their needs and what our app needed to provide.
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Interview Insights:
+ Users are overwhelmed by the process of planning and cooking after a full day of work
+ Users want the meal planning process to be simple
+ Convenience is a priority when meal planning.
Competitve Analysis
To gain a greater understanding of the current market, we completed a competitive analysis. We downloaded and analyzed grocery inventory, home organization, and grocery shopping apps.
Pantry Check
Strengths:
Tracks pantry inventory
No feature overload
Impressive food database
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Weakness:
UI is very dated
Difficult to add new items
Buttons are not clear
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Out of Milk
Strengths:
Impressive product details
Easy ability to re-add items
Cost estimator ​
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Weakness:
Difficult to navigate
Options are limited on pantry stock
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My Fridge Food
Strengths:
Simple recipe generation
No feature overload
Large recipe database
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Weakness:
Provides recipes not relevant to the groceries you added to the app
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Persona
Using insights from our interviews and research, we created a persona that reflected our target user. Sam is a 28-year-old male that works full time and enjoys cooking but wants it to be an overall stress-free experience.
Ideation
We started the ideation phase with "I like, I wish, what if?", then a feature prioritization matrix, and moved on to user flows.
Low-Fi Wireframes
We created a set of very simple low-fidelity wireframes in order to focus strictly on the user experience. We wanted users to focus on the usability of the site and see if this was something they would find helpful in day-to-day life.
