UX Research study with Ideate Labs, presented to cohort
An app to share gluten-free food tips, recipes, and more!
Background - About 30% of Americans are GF eaters
The gluten-free diet has gained immense popularity in today's food market, driven by globalization and trends in the food industry, allowing individuals to access high-quality produce and prioritize their gut health. With over 25% of Americans adhering to a gluten-free diet, there is a significant demand for research, support, and resources related to gluten-free foods, recipes, social activities, dining out, and more. This project and application aim to fulfill that need by providing comprehensive solutions and assistance for the gluten-free community. Unlocked $430,00 in funding in reducing task for preview.
Role:
UX Researcher & Participant Recruiter
Timeline:
12 weeks
Secondary and Primary Research
Survey Design, Participant Recruitment
UX Research
Synthesis and Research Analysis
Prototyping
Deliverables
Affinity Map
User Types
User Journey Map
Stakeholder Matrix
Presentation to Mentors & Cohort
Skills
Market Research
Screener survey writing & distribution
Discussion guide creation
Interviewing
Synthesis
Tools
Figma
Mock-up
Miro
Slack
Zoom
Project Overview - Landscape of Food Industry
Secondary Research
Statistics on gluten-free eaters
Globally, approximately 13% of the population experiences non-celiac gluten intolerance, while about 30% of Americans actively avoid gluten, reflecting a substantial number of individuals. The gluten-free food market is projected to reach $7.5 billion by 2027, indicating a significant growth in popularity for health-conscious diets.
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With a growing popularity of the gluten free and other health-conscious diets, restaurant patrons are now demanding healthier alternatives to bread and other staple gluten-containing foods. It seems as though as eating gluten free has become more popular, it is important now more than ever make gluten free dining options available.
Problem Statement
With an increase in people’s interest in dining out as well as the substantial number of gluten-free eaters in America, gluten-free eaters need an easy and exciting way to find local gluten-free options!
Goals:
The goal of this UX design and research project is to create a comprehensive and user-centric digital platform that caters to the needs of gluten-free eaters, facilitating their dining out and eating experiences while adhering to a gluten-free diet.
Research Strategy
Qualitative Research: User Interviews
Ten 30-40 minute in-person interviews, and two 10 minute Zoom interviews. The moderator’s guide divided interviews into themes:
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Introduction
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Getting to know them
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Kickoff
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Rapport
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Stories about finding GF foods
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GF cooking and recipes experiences
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Reflection
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Wrapup
Interviewees
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Ages 18-75
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All genders
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Various gluten intolerances
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Surveyed from various places
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Personal connections (friends and family)
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In person meetings at local restaurants and bakeries
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Social media and platforms (instagram, Reddit, etc.)
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Supplemental Quantitative Research: Survey
The screener survey was distributed using Reddit, Facebook, Instagram, and community outreach. Since there was no budget, no rewards were offered.
Over 14 days, we received 38 responses:
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38 adults
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3 willing to talk
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2 invited to video chat
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2 interviewed
Mariposa Bakery, Oakland, CA. A site where I interviewed gluten-free eaters
Research Goals
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Explore the eatings habits of those who eat gluten free.
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H​ow do they feel about their at home cooked meals vs. dining out?
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Discover what, if any, platforms are used to locate restaurants with the gluten-free options.
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​What their experience during such research is like.
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Inquire, what is a gluten-avoidant eater's experience is like trying to nourish themselves during their week?
Research Data Analysis: Affinity Mapping
I organized findings and research into an affinity map. Debriefed with mentor and created clusters of most frequently given responses and highlighted important trends and frequently mentioned experiences.
Affinity Map
Ilona Belous
Ilona Belous
Vivianne Reynoso
Findings were categorized into 6 categories
A. Frequency of cooking
B. Frequency of eating out
C. Experience of GF diet whilst traveling
D. Social experience of being GF
E. Satisfaction of eating out & dining in
F. Monthly budget towards grocery shopping
Research Synthesis: Key Insights
Key Insight 1: Risk of Cross Contamination isolated People to eat at home
About 75% prioritized the cost & safety of GF eating at home. This also depended largely on whether or not an individual resided in a major city - if so, they ate out about 30% more often than those who lived in a smaller city, or suburban area.
Key Insight 2: Exploring and expanding cooking repertoire
Gluten-free eaters dedicate a substantial portion of their time to exploring diverse ingredients, culinary techniques, and international cuisines, as they continuously expand their cooking repertoire to accommodate their dietary needs while embracing a world of flavors and creativity in the kitchen.
Key Insight 3: Dining out is fun, finding the right places is hard
Gluten-free eaters often find dining out to be an deeply enjoyable experience, relishing the opportunity to savor delicious meals without worry. However, the quest for suitable restaurants that offer a truly gluten-free menu can be challenging, requiring diligent research and communication to ensure a safe and satisfying dining experience.
Key Insight 4: Felt they could use a wider network to help learning about eating gluten free
Many mentioned how they find out about more gluten-free cuisine techniques or global cuisines techniques that cater to their diet was often through conversation. Individuals expressed they discover new resources, recipes, and support often within the gluten-free community. Body language and comments revealed this fostered a sense of empowerment and inclusivity in their dietary journey.
User Quote - Social and emotional realities to eating gluten-free
“Eating GF can be really isolating. You're often times finding new products, recipes, and restaruants all on your own. You’re also often excluded from social gatherings because people aren’t thinking about GF eating and it’s so hard finding options last minute. Having a way to share what we learn and know with others would be really nice... and also to make the labor of research easier.”
- Bay Area Gluten-free eater and Business Owner
User Type - 24% of Users were Conscientious Foodies
Define
User Types Explained: Characteristic and behavior ranges
After analyzing the interview results, it became evident that individuals cooked for nutrients, safety, and enjoyment, with some opting to dine out despite the risk. The majority fell under the category of "Conscientious Foodie," eager to explore new flavors, experiment with recipes, and find joy in cooking at home. The "Safe Bet" group, comprising busy individuals with limited gluten-free options in local grocery stores, also preferred cooking at home for safety and convenience.
Based on the data findings, it is wise to focus on the "Conscientious Foodie" as the primary target audience for this project. They represent a significant majority among the interviewees and are the ideal early adopters for the product.
"Adventurous Food Eaters" and "Safe Bet" could be potential secondary adopters. Overall, the research emphasized the dedication of gluten-free eaters to explore and enhance their cooking experiences, aiming to elevate the quality and enjoyment of gluten-free meals.
Overall the culture of eating gluten free prioritizing at home cooking, and exploring gluten free products and new cuisines and techniques to improve that home cooking.
Define: Priority Matrix (Discerning the Most Viable Option)
I created a priority matrix of the different ideations for solutions I generated from the insights gained, based on the level of impact and effort that each would require
Ideation Options Explained
Option 1:
Plug In
Pro: Compiles electronic resources found along their journey to explore gluten free foods.
Con: Although this offered a data base storage for knowledge around cooking gluten-free, it didn’t provide a non-self directed, real time learning experience and it didn’t provide a social engagement aspect.
Option 2:
Meal Delivery Service & Meal Planning Service
Pros: Offers ease around meal planning, taking away from the labor of the meal planning.
Cons: This could be more “restrictive”, as the lack of knowledge and empowering for cooking could be seen as annoying, but even as one user mentioned, they were “tired of this service afree a week”.
Option 3:
Phone Calling Service with Gluten-Free Nutritionists
Pros: This option helps increase knowledge around gluten-free food and cuisine exploration.
Cons: It doesn’t necessarily increase independent research or social componente mentioned desired.
Most Viable Product (MVP) - Plate It Up!
Solution held four major features
Community and Knowledge sharing Network: this feature allows gluten-free eaters to support one another in their extensive journey of accruing knowledge and exploring, gluten-free cooking, restaurants, and more!
Offering in-app gluten-free product purchase: streamlining meal planning, brand exposure, and convenience for gluten-free eaters.
Can explore shared gluten-free resources on an interactive map: Find recipes, products, events, and restaurants globally to support gluten-free travel experiences.
Monthly gluten-free recipe contest for fun social engagement: Theme-based challenges and voting to encourage interaction.
Stakeholder Map - Game Players in helping Gluten-Free Eaters!
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Core Users: Gluten-free eaters (priority target group for the UX Research and Design product). Also relevant for friends and family of gluten-free eaters who seek resources for gluten-free eating while traveling.
Secondary Group: People interested in gifting the package to gluten-free eaters, and event organizers who want to offer gluten-free meal options.
Tertiary Group: Advertisers such as local restaurants with gluten-free options, cooking classes teaching gluten-free recipes, and health-related businesses focused on proper diet and nutrition.
User Journey Map - A Day In The Life of Gluten-Free Eaters!
User Journey Map of the Conscientious Foodie
About 75% of gluten free eaters go home for dinner. A little help with Plate It Up! Would help them navigate the process of plating gluten free foods for dinner.
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In this s scenario it is because the user looked to the Plate It Up! Feed and learned about a new GF product near her, that she was able to arrange her evening plans to have a satisfying gluten-free accommodating dinner amidst her busy day.
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Competitor Audit - Exploring the Recipe Sharing and Food Learning Market
In examining the various competitors who dominate the recipe sharing and food knowledge, expanding market, I decided to look at the apps and websites for Yummly, Pepper, Nextdoor, Bon Appétit, and MyFitnessPal.​
Paper Sketches of Initial Ideas
Wireframes:
Community and Network of GF eaters & expanding GF knowledge
- Recipe Sharing & Ingredient Purchasing
- Product Sharing & Purchasing
Explore on Map, Save Bookmarked Items, and the Monthly Contest
The Hi-Fi Prototypes
Usability Testing
Interviewees
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5 participants
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Zoom
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20-30 minutes
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Usability Test
Findings
Overall, the product was all received, and the general impression from the application was positive. Users felt it could be helpful to the busy yet inherently inquisitive lives that gluten free eaters sometimes lead. The application satisfied greatly the need for a support tool for the knowledge gain and exploratory nature of the diet. This could be a really helpful accommodator to a gluten-free restrictive diet. Some impressions from the usability tests,
“Oh man! Wait this is so convenient. I wish this was a real app! I could use it”!
- User during Usability Testing
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It is the aim and hope for Plate It Up! To be an app and network to foster interconnectedness within the gluten free diet and the people in their cultivation of satisfying meals.
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Next Steps
Thank you
For next steps
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Continue updating the hi fi prototypes according to feedback received during Usability Testing
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The platforms offers the opportunity for potential sponsorship from gluten free product companies for advertisement or contest gift box - explore partnership and audit for best collaborations.
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Further testing with users.
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Potentially add feature for personalization of feed.​
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