StreamChef Case Study

Project Overview

StreamChef

StreamChef, formerly HappyChef, is a startup that was built to connect real chefs with a community of hungry, aspiring culinarians. By providing a resource hub of recipes and tutorials, in addition to regular live streaming classes, StreamChef is looking to add value to an oversaturated market that still hasn’t fed the need of many consumers looking to grow in their skills.

Scope

Task: 

To create a seamless onboarding experience for new consumers while identifying ways to simplify and streamline communication to give users a personalized experience.

Solution:

A community where users can learn, be creative, save resources and win digital glory.

Deliverables:

User Surveys, Competitive Analysis, Personas, Clickable Prototype

Research

Competitive Analysis: 

• Blue Apron

• Hello Fresh

• Salted

• Rouxbe

Simultaneously, we took to social media and conducted a user survey to help us screen for user interviews.

We received a healthy response of 94 users for our survey and after screening the answers, followed up with 16 users for one on one interviews. As a team, we synthesized our user’s response and built an affinity map.

Synthesized Research

3 Important factors to our Users:

• Time

• Health

• Saving money

Refining our research and using actual quotes from our interviews, we defined 3 personas:

Problem: Cooking behavior is driven by time, money, and health concerns. There is gap between the desire to learn fun recipes and skills and the available resources available that fit into user’s busy lives.

Hypothesis: Custom, local and community-based learning platform that offers nutrition-focused and timely content would be targeted for these users’ busy lives.

When doing our ethnographic research, I stopped one customer and asked her what motivated her to buy the local made product. She said,

"I normally would not have bought it but I met the creator and want to support her business."

This cemented the idea that our users desired to give back to the community and were willing to pay a bit more for something locally sourced. 

Design

WireFrames:

One in particular that I drew inspiration from was the MasterClass website. It was simple and straightforward yet exuded sophistication and exclusivity. I did a quick study wireframe and wanted to utilize it’s use of a strong hero image with a call to action button on the landing page.

Other features we added to delight our users:

• A scrolling ingredient inventory list that would follow you as you looked for recipes.

• A grocery “shelfie” where the user would take a picture of their fridge and the website would be able to categorize what ingredients were in the picture. However, this put too much pressure on the user and this idea was further developed into a saved recipe box attached to the global navigation bar.

Feedback:

The idea of being "community" focused was too dependent on outside factors and could not be considered a real product. 

New Solution: StreamChef wants to establish a friendly competitive environment, in which users will get creative and use their leftovers to make meals, making cooking fun, as well as time and cost effective.

One common theme among our users was that they were all motivated and encouraged by friendly competition. Based off of the live streaming lesson video that week, users could apply and reinforced what they learned in the challenge. 

To encourage competition, the winning recipe submitted for the challenge would be featured on various pages of our site. Users could also earn badges as their skills progress. True mastery of their craft would be displayed by their creativity to take what they have learned and to make it their own.

View The Entire Mock Up Or Watch The Axure Prototype In Action!