A social network platform to share gluten-free goodies - recipes, GF products, and more!
Project Background - About 30% of Americans are GF eaters
I collaborated closely with local gluten-free bakeries and food businesses to conduct in-depth research within the gluten-free community, identifying the most pressing needs for individuals navigating this challenging diet. In today's dynamic food market, the gluten-free diet has surged in popularity, fueled by global trends and evolving consumer preferences. With over 25% of Americans embracing gluten-free lifestyles, there's a clear demand for innovative solutions and support systems. This project and application are dedicated to addressing these needs head-on, offering a comprehensive platform tailored to the diverse requirements of the gluten-free community. From meal securing to social activities and dining out, our goal is to empower individuals with the resources and assistance they need to thrive on their gluten-free journey. Through my work, i was able to isolate an MVP that gained 79% approval rating in during usability testing, building a product hat steadfastly channeled the needs of users.
Role:
Overview UX Reserach Plan:
UX Designer & Researcher
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
Wireframing and Prototypes
Presentation to Mentors & Cohort
Skills
Market Research
Screener survey writing & user interviewing
Discussion guide creation
Synthesis & Data
Wireframe sketching and high fidelity mockup designing
Tools
Figma
Mock-up
Miro
Slack
Zoom
What can be done on Plate It Up!
It is an app where you can…:
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Share newfound or favorited GF products!
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Geotag where these shared gluten-free products were found (Particularly with travel!)!
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Comment posting to recipes and shared items to leave reviews and create insight dialogue and tips to help this support diet needs.
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Participate in a monthly GF Recipe Cooking contest
Project Overview - Landscape of Food Industry
Secondary Research - The Food Industry & GF Foods
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$1 trillion growth from 2020 to 2025
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The growth of the dining out food market is expected to increase by $1 trillion dollars from 2020 to 2025 as global patrons trend towards seeking diverse, new dining experiences and the desire to explore new food experiences in restaurant
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Globally about 13% of people are gluten-free
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​About 13% of people around the world self-ascribe as a person with non-celiac gluten intolerance.
About 30% of Americans actively avoid gluten
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A near 1/3 of the American patrons of the food market ar​e gluten free. A pretty substantive number!
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By 2027 the gluten-free food market will be worth $7.5 billion globally
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Gluten-free food market is projected to reach $7.5 billion by 2027, indicating a significant growth in popularity and need in this often healthy diet.
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Dining out options for gluten free eats
Statistics on population of gluten-free eaters
Statistics on gluten-free food market
Problem Statement
In light of the expanding global interest in diverse culinary experiences and the growing population of gluten-free individuals in America, there appears to be a rising interest in an accessible platform for discovering local gluten-free options. Current apps may not fully meet the user-friendly standards or seamlessly integrate with existing mental models. Recognizing this gap invites exploration into developing innovative solutions that not only simplify the process of finding gluten-free options but also foster excitement and discovery in the culinary journeys of gluten-free eaters.
The Research Process
Project Overview - Landscape of Food Industry
Goals:
In order to embark on a journey towards meeting the authentic needs of the gluten-free community, it's imperative to gather insights and data directly from those who navigate this dietary landscape daily. Thus, I initiated a UX research process aimed at validating the user experience of our project. This entails conducting interviews with individuals to gain a deeper understanding of how they navigate the gluten-free diet within today's food market, as well as in their daily lives and travels.
UX Research Goals
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Understand User Preferences: Investigate the specific dietary preferences and restrictions of individuals following a gluten-free diet to tailor the platform’s offerings effectively. Understand the complexities of securing gluten-free dining options and eats in the daily lives of those navigating the diet.
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Explore Dining Habits: Examine the dining habits and experiences of gluten-free eaters, including their preferred cuisines and dining frequency.
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Discover Used Platforms and Competitor Audit: Discover which platforms are used to find gluten free options.
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Identify Pain Points: Discover the challenges and pain points users encounter when searching for gluten-free dining options, both in terms of food selection and geographic accessibility.
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User Engagement: Assess the factors that contribute to user engagement and excitement about gluten-free food choices, including the presentation of options and user-generated content.
Research Strategy
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?
Mariposa Bakery, Oakland, CA. A site where I interviewed gluten-free eaters
Qualitative Research: User Interviews & Interviewees
Ten 30-40 minute in-person 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
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15 Total Interviews
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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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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
Synthesis
Affinity Map
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.
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
Synthesis: Key Insights & Themes
13 of 15 felt a great deal of risk for cross contamination in dining out
The quest for suitable restaurants that offer a truly gluten-free menu can be challenging, requiring diligent research and communication amongst attending parties to ensure a safe and satisfying dining experience. 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 - but the weight of the risk of cross contamination laid heavily on their mind
10 of 15 gluten free eaters enjoyed exploring of new recipes but 8 of those 10 felt they trusted recipes by word of mouth from other gluten free eaters
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. Although it is a difficult limited way of diet, felt the process of exploring new recipes was exciting.
12 of 15 felt socially excluded from extracurricular activities
This alarming trend underscores the critical need for fostering a more inclusive environment within these programs. The data suggests that a vast majority of individuals, for various reasons, have felt marginalized or left out, emphasizing the urgency to address and rectify these issues. Exploring the root causes and implementing targeted strategies to enhance inclusivity can pave the way for a more positive and enriching extracurricular experience for all participants.”
87% Felt they learn new recipes by trial and error recipe testing and word of mouth
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.
100% said they do not have one singular channel or outlet for gluten free food recipes or learning
Exclusively all gluten free eaters mentioned that they did not have one site, blogger, or outlet where they find gluten free recipes, knowledge around the diet, or products. Most found products through grocery chopping, speaking with people (as mentioned!),
98% stated they have to do extensive research to find dining out options
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
Synthesis
User Type - 24% of Users were Conscientious Foodies
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 prioriti at home cooking, and exploring gluten free products and new cuisines and techniques to improve that home cooking.
Persona
Leadings Solutions
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:
Plan on it!
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!
Define: Priority Matrix - An Abundance of Resources, but Where’s the Live Network?
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
Solution held four major features
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.
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.
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!
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. Key take always:
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From Pepper I learned that it was not enough to have a social network platform and recipe sharing, it didn’t provide enough instigation of interaction amongst users and prompted the brainstorming to have more interactive incentives for Plate It Up!
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Building revenue was isolated from examining Yummly - which utilized real time receive product ordering within the app, which allowed for ease and immediate interaction from users - but taking that a step further is thinking about combining the above reality (needing more interaction engagement - plus need for revenue) having a cooking contest amongst users, to explore using or introducing gluten free products they’ve found - allowing for the opportunity for sponsorship for monthly gluten-free cooking contests.
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Paper Sketches of Initial Ideas
Wireframes:
A. 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
Design:
Utilizing design principles I implemented Jakobs Law to mirror the mental models users are more familiar with by also using an infinity feed home page, and a like and comment features typically seen on social community apps.
Furthermore, I grouped contents like title text such as “highlights and benefits” of a recipe selected and that body, utilizing negative space, and implement in hierarchy in order ot organize larger amounts of information content and emphasize a recipe-following user flow when reviewing a shared recipe.
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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Old
New
Added a filter system that organized the broader community network and the chosen few that users have decided to follow​
Added categorical qualifiers for the dietary qualities of each recipe
Created a more clear description of the ability to add the full list of ingredients from shared recipes within one shared in the community recipe-sharing network to add an quick addition to the cart while exploring new recipes.
Next Steps
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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