Research

01 Overview

"I want people to say 'Wow, that looks hard to make!'
Then I could respond, 'Oh, it was no problem at all!'"

A number of points emerged as we went through our user research and began to understand what our users were concerned with in searching for a recipe. Some common themes included:

• Pictures played a large role in determining the recipe they chose.
• When cooking for other people, their primary aim was to impress.
• In order to impress, the source of the recipe was relevant. So, recipes from a website sponsored by Kraft didn't go as far as recipes written up in a cooking magazine.
• Making a meal from separate dish recipes was a challenge that was difficult to overcome.

In the end, real-life recipe searchers wanted the type of recipe that would keep people swarming around the food table at their parties.