CONTEXT

What is Nosh?

Nosh makes grocery shopping manageable and finding recipes that are in line with your lifestyle and preferences. Start by taking a photo of your fridge, pantry, or kitchen shelves to help Nosh better recommend recipes and create shopping lists.

Problems

Users want to be able to use Nosh to be able to do the following things based on the conclusions drawn from the user research team -

1. Incorporate image recognition technology to show what users have in their kitchens

2. Recommend recipes and complete shopping lists based on the user’s lifestyle and preferences.

DISCOVERY & RESEARCH

Scope

Nosh aims to offer a product to users that incorporates machine learning AI to help them make cooking, shopping, and finding recipes manageable.

I was provided the UX research by a fictitious team that gave me the following deliverables: personas, style guide, and target audience.

Users & Audience

Psychographics

• Health-conscious

• View food as a social thing

• Want to exercise and stay fit

• Intimidated by cooking

Persona

The UX Research team provided me with multiple personas and I decided to focus on Gabrielle Sanchez. Gabrielle is a 28 year-old graphic designer who views food as a way to get to know someone. She enjoys cooking restaurant quality food at home and bonding with others over their mutual love for food and new experiences. She’s eager to get better at cooking and wants to push herself and her interests by finding more elaborate and unique recipes.

User Stories

Below are the highest priority user stories that I designed for:

1. As a user, I want to be able to take a picture and capture the food i have in my kitchen to help me find recipes and ingredients I’m missing.

2. As a user, I want to be able to review recommended recipes that are in line with my preference and lifestyle.

3. As a user, I want to be able to purchase items off my shopping list.

BRANDING

Original Style Guide

I was provided the original style guide by the UX Research team and you can see it below -

Redesigned Style Guide

While I used majority of the elements provided above, I felt a few changes needed to be made to create a product that was more in line with Nosh’s target audience. I wanted to create a social and trendy brand that really popped. The color palette needed to inspire interaction and a lifestyle change. The new logo is all lowercase to make it feel “softer.” I added the Raleway font to give a distinction between body text and titles.

High Fidelity Screens

CONCLUSION

Takeaways

Users liked the feel and aesthetic of the product, however didn’t think it’d be their go to source or product for finding recipes and creating a shopping list. Users liked the fridge scan and machine learning features, however were skeptical about the accuracy of both.

The UI of the product received high praise during user testing and users appreciated how minimal the screens were allowing them to focus on action points and elements.

Learnings

1. Working with pre-defined materials and deliverables is great to get the process going, however it’s important to validate the existing information prior to jumping in the the design process. Ask questions and iterate on things that don’t make sense to you with the help of other team members.

2. User flows are very important when trying to create a product that intuitively flows from goal to goal.

3. Conduct focused and specific user testing scenarios to validate assumptions and research.

4. Ask users if they have any questions after explaining the scenario and prior to starting the actual user test. Providing context or answering any questions they have prior to running the actual test will help give them a more realistic approach for a conceptual product and project.