Allrecipes.com was bought by Meredith Corp. in 2012 and appears to have incorporated multiple design systems instead of creating or uniting behind a new singular brand standard.
This dissonance is further highlighted by what appears to be a design focus primarily on the revenue generating content, leaving secondary content to lag behind.
In order to solve this detachment while also creating a new revenue stream to financially support the website we researched and built a prototype of a new meal kit product line to support the business.
In order to fully understand the problem space and connect with users we completed a 2 week diary study with 5 participants.
This further informed our persona creation. We used affinity mapping, landscape mapping, and forced ranking methods to pull our data together to find insights.
We discovered that users were primarily concerned about:
1. Freshness of ingredients.
2. Convenience of the meal kit system
Customer loyalty was often based on receiving consistently fresh ingredients, availability of options they needed, and how efficient the experience was.
In response to these key concerns users had we propose that the meal kits would be serviced by partner grocery stores. This would also give them a key competitive advantage over options such as Amazon Fresh or Hello Fresh. Users are able to stay local while also receiving the kits they want.
