Feature redesign led to 214% more usage
Client
KptnCook
Industry
Food Tech
Team
2 Designers
2 Developers
Type
Mobile Design
(01)
Project overview.
KptnCook is an award-winning recipe app that provides users with healthy 30-minute recipes. However, the shopping list required an entire upheaval, as it had the lowest percent of usage in the application. Users should be able to rely on KptnCook for the entire cooking process, including inspiration, organisation, sharing with friends and family, shopping, and finally, cooking.
(02)
Challenge.
Challenge
Shopping list feature shows low engagement, with only 12% usage across the platform
Goals/ Solution
Increase the usage percentage of the shopping list feature in the app, making it a frequently used tool.
• Research user behavior and feedback to identify barriers regarding usage.
• Redesign the shopping list to enhance usability, align it more closely with the app's overall experience, and encourage users to complete their entire cooking process within the app.
(03)
Process
User Research
We interviewed users to understand why they didn’t use KptnCook for shopping lists and what features they needed. Feedback showed our list was too basic. While sharing was included, users wanted better categorization, ingredient customization, and more intuitive interactions.
Workshop
In a team workshop, we mapped the entire cooking process, from brainstorming and ideation to shopping and cooking. We found that users wanted an easier way to add items and adjust quantities, as the previous system required adding the same item multiple times. Many also shopped in store layout order, inspiring us to organize categories accordingly. Lastly, since users liked to double-check their lists, we improved review interactions for better confirmation before checkout.
Wireframing
We developed concepts based on insights from user interviews and our workshop.
User Testing
I designed a user interview for our new prototypes, uploaded them to a platform, and tested with both active and new KptnCook users.With a few tweaks, both user groups were satisfied with the result.
(04)
Result.
The old shopping list only allowed adding ingredients in alphabetical order without quantities. The new version includes:
• Categorization (eg., fruits, vegetables, dairy, etc)
• Automatic ingredient removal when deleting a recipe
• Users are able to see the items they've already checked off
• Quantity input for ingredients
• Suggested ingredients for quick adding
• Predictive search for easier item lookup
• Batch adding to input multiple items without closing the window
These updates made the shopping list more intuitive and user-friendly, resulting in a 214% increase in trial starts, directly impacting sales.
