Gousto Case Study

GOUSTO Microsite

CASE STUDY


The client

The client

As a leader in the meal ingredients delivery market, Gousto has decided to expand its services to include additional options. They want to make it easier for people to define exactly what they would like to eat.

The client

Brief

The goal was to create a website to help people plan and manage their meal ingredient purchase more efficiently, so they only buy the food they need.

The client

Opportunity

Gousto interviewed its users, they cited a lack of time as the main reasons for reducing the number of home cooked meals they make. Users also felt they planned poorly when purchasing food at supermarkets, doing choices on the fly. As a result they often stated that they threw out spoiled food that wasn’t eaten in time.

The client

Key Business metrics

Increase the time spent in the website to get meal ideas, the more people use the meal ideas section, the more they will be likely to make orders in the website. Increase the total of orders and also increase the total amount spent per order.

The client

Research

Competitive analysis, Card sorting, Empathy maps, scenarios, hypothesis, Design Studio, Task analysis, Sitemaps, User Journeys, Sketches, Wireframes, Presentation.

The client

Tools

Sharpies, post-it, Omnigraffle, Sketch, Marvel app, InVision, Illustrator, Photoshop, Keynote.

Brief


As a leader in the meal ingredients delivery market. Gousto has decided to expand its services to include additional options. They want to make it easier for people to define exactly what they would like to eat.



Problem/Opportunity


Gousto interviewed its users regarding their eating habits. Users cited a lack of time due to work and family commitments as the main reasons for reducing the number of home cooked meals they make. Users also felt they planned poorly when purchasing food at stores and supermarkets – many choices were made on the fly. As a result they often stated that they threw out spoiled food that wasn’t eaten in time.
The users wanted to find ways to plan meals more efficiently, to get inspiration for meals, to be able to purchase only the food they need for their selected meals.

Gousto Problem/Opportunity

Goal


The goal was to create a website to help people plan and manage their meal ingredient purchase more efficiently, so they only buy the food they need.


The website should include the following features:

  • Allow users to find meal ideas for daily use based on various criteria (e.g. specific ingredients, health concerns, children, cultures, preparation time)
  • Allow users to plan lunch/dinner menus for special or one-time occasions
  • Allow users to upload their own recipes that can be converted into an ingredient list and added to the meals delivered
  • Allow users to take cooking classes, where all required ingredients are supplied
  • Repeat existing orders and plans
  • Rate plans and provide comments
  • Save meal ideas for a later time

Approach


I started doing some in store visits to understand how the real world maps to the digital world.

After that I made a competitor analysis to compare Gousto’s offer with their competitors followed by user’s interviews to find out people’s needs. A big part of my research was to do user testings using the method of card sorting to organize the ingredients list and categorize them in the most efficient way, also start to create wireframes of all the pages involved in each user flow, refining them during the process of iteration.

Gousto Card Sorting

Scenario


Jackie is hosting a dinner party for her friends. She wants to be inspired to find a delicious meal to cook for them.
The dinner party will be on a Friday night, but Jackie will be at work during that day, so in her order she choosed the neighbourg’s delivery option if absent, so the carrier will leave the parcel to her neighbor and she will be able to pick it after work.


Gousto Pin ux

Hypothesis


I have two hypothesis to make an scenification of how the new features will work in the website:

1. Jackie (my main persona) likes to cook, she usually hosts dinners party with her friends and wants to be inspired to find delicious meals to cook for them.

Browsing Gousto’s website she will find a lot of meal ideas to cook for her friends.

2. The dinner parties of Jackie are usually squeduled on Fridays, but she works during that day, so she needs a way to be able of receiving her online orders at home.

I believe allowing users to choose the delivery option of leaving the parcel in her
neighbour’s house will make sure that the delivery is not missed, allowing users to order even if they are working the whole week.


RESULT


The result is a website optimised to provide the best experience to Gousto’s users, attending their needs and requirements, allowing them to enjoy cooking without having to be worried about the inconveniences.

User Flows

User testing

User testing 01
User testing 02
User testing 03

FUTURE / NEXT STEPS


For the future would be beneficial:
To create a mobile app for Android and IOS to provide the best experience anywhere, anytime.
Prioritise user interactions with more social features.
Another part of the microsite to look at is the cooking classes section. Videos on how to cook each meal would be an essential here but I would like to look into whether users would find a live chat option useful for when they have questions while actually cooking, something which came up in the research.

 

Latest clickable wireframe version.

  • Client: Gousto
  • Date: September 2015
  • Service: User Experience Design