Holistic Impressions: A recipe website

Despite an abundance of recipe websites available, several groups of users do not have a website matching their recipe needs. Through user needs analysis, shadowing and directed storytelling, we focused on users who saw meals as an extension of their identity and personal brand. Meals represented their individual styles and social reputation. Particularly, the recipes and the meal presentation were closely related to their choice of lifestyle.

Through our research, the following common themes emerged:

Pictures played a large role in determining the recipe they chose.

When cooking for other people, their primary aim was to impress.

To impress others, the recipe source must be reputable and trustworthy. Thus recipes from a well-respected cooking magazine are more valued than recipes from a Kraft-sponsored website.

Creating an unifying meal from individual recipes was difficult and challenging.

Role
User Experience Designer

Documentation
Holistic Impressions Recipe Website
Process