Empowers users to make informed choices about their diet and promote healthy eating habits
Background
When deciding what to make for dinner, many people look online for inspiration. Arla Click & Cook platform allowed users to browse through the recipes database, buy necessary ingredients online and get them delivered home.
Overview
The initial target audience of the Click & platform is dual-career families, who plan their meals and grocery shopping in advance, and order delivery to their office. Purchased Ingredients would be delivered by the end of the week, so families will prepare meals for the weekend and following days.
We expanded the initial concept, making it attractive to a wider audience while enhancing the shopping experience for users.
Challenge
The initial concept needed to reach a broader and more profitable audience. To attract new users, retain them and have a lasting impact, this concept is also required a change in attitude and support for the eating habits of newly acquired users.
Solution
Design process
We started from desk research to define the new target audience for this concept. Using insights from desk research, we chose to target individuals who are active in physical activities and fitness. We interviewed casual fitness enthusiasts to learn more about their shopping behaviour, eating habits and exercise routines.
To onboard ourselves with experiences our target audience face, we signed up for the Click & Cook platform and tested it by purchasing ingredients for a recipe. Additionally, we analysed features of similar digital solutions catering to health-conscious users, including subscription recipe box services, to gain insights into the competitive landscape and dive deeper into the niche.
With a solid understanding of our target audience and the competitive landscape, we were well-equipped to refine existing concept.
As is & To be user flows
Our improved concept introduced personalised meal plans tailored for different user goals as well as customisable meal plans. It also incorporated habit-building approach to encourage and support healthy eating habits among new users.
Onboarding
Information about the user’s diet goal, diet type and possible allergies is collected during the onboarding process.
Based on the information provided by users, during the onboarding process they will be presented with the recommended plan most suitable for their goal and diet type.
Predefined meal plans
Information collected during onboarding helps to personalise content and provide recommendations. Instead of generic meal plan “one size fits all” platform will provide different meal plans tailored for different user goals and user segments. Most suitable plan will be highlighted as recommended.
Customised meal plans
Alternatively users can create their personal meal plans. They don’t need to crunch loads of numbers in order to make sure that the plan they follow is perfectly balanced according to their diet and preferences.
Detailed nutritional information
In the recipe cards nutritional information of meals as well as macronutrients ratio is presented in a user friendly way.
Habit-building
Applying Four-stage framework Grab attention, Influence decisions, Facilitate action, Sustain Behaviour helped us to embody behavioural thinking into this project.
- Grab attention. Users are provided with personalised content on the Home and Meal planner screens. It helps to draw user’s attention as people respond strongly to messaging relevant to their interests.
- Influence decisions. Users value suggestions and more compelled to act when provided with clear next steps.
- Facilitate action. User is most likely to follow his plan, if he is motivated to achieve his goal, is able to do it and reminded by a trigger. When users are getting closer to the end of their existing plan, they will receive a notification inviting to create a new plan for the next week.
- Sustain behaviour. Positive feedback is a way to celebrate user progress. Card on the Home screen indicating of how much is left to achieve their goal.
Value
This solution delivers added value for both users and businesses:
Value for the user
- Personalisation: Platform provides predefined meal plans tailored to different fitness goals, dietary preferences and offers recommendations.
- Convenience and time-saving: Users can save time on meal planning by accessing ready-made meal plans that align with their fitness goals. Additionally, they can create their own plans that suit their preferences.
- Engagement and Habit-building: Through digital nudging and habit-building approach, the platform encourages users to adopt and maintain healthy eating habits.
- Reduce of cognitive load: Users don’t need to crunch loads of numbers in order to make sure that the plan they follow is perfectly balanced according to their diet and preferences.
Value for business
- Market Expansion: Tap into the new and profitable market segment;
- Retain users: Implement habit-building and increase amount of returning users;
- Strengthen brand image: by tapping into the fitness market segment, the platform not only expands its user base but also enhances its brand image as a company helping people live healthier lives.
