joyful
joyful
joyful
happy
happy
happy
healthy
healthy
healthy
*my roles
Product Strategy
UI/UX Design
Branding
*my roles
Product Strategy
UI/UX Design
Branding
#cooking
#cooking
*2021
*2021
Cooking App
Cooking App
JOCO
JOCO
community of cooking lovers
community of cooking lovers
A for finding inspiration, learning, sharing recipes and earning rewards.
A for finding inspiration, learning, sharing recipes and earning rewards.
✦ A community of cooking lovers for finding inspiration, learning, sharing recipes and earning rewards.
// Project Overview
// Project Overview
. Situation
. Situation
The world is going through difficult days because of the COVID-19 pandemic. Many places have implemented social distancing, shops were forced to close, and people stayed at home to prevent the epidemic. This situation forces many young people to become reluctant chefs, who have never cooked to learn how to make their own meals, but finding recipes on the internet has many obstacles that make cooking difficult, towel and pressure.
The world is going through difficult days because of the COVID-19 pandemic. Many places have implemented social distancing, shops were forced to close, and people stayed at home to prevent the epidemic. This situation forces many young people to become reluctant chefs, who have never cooked to learn how to make their own meals, but finding recipes on the internet has many obstacles that make cooking difficult, towel and pressure.
. Goals
. Goals
Faced with the situation that I and many people are facing, I thought of building a cooking social networking application with useful features throughout the cooking journey so that everyone can face cooking easily, with less pressure and more fun.
Faced with the situation that I and many people are facing, I thought of building a cooking social networking application with useful features throughout the cooking journey so that everyone can face cooking easily, with less pressure and more fun.
target users
target users
People who love to cook
People who want to cook but have no experience
People who like to share about food and connect with the community
Age: 18 to 40
User Goal:
Want to learn and finish cooking meals
I want to share my results and cooking experience.
Looking for fun and motivation
People who love to cook
People who want to cook but have no experience
People who like to share about food and connect with the community
Age: 18 to 40
User Goal:
Want to learn and finish cooking meals
I want to share my results and cooking experience.
Looking for fun and motivation
user needs and problems
user needs and problems
Video tutorials are lengthy, you have to be reminded, or watch videos and then write down each step on paper to follow.
Difficult to estimate ingredients according to desired servings
The difficulty level of the recipe is unknown.
Difficulty in storing favorite recipes.
Want to search by specific ingredients?
Whether you want to but lack the motivation to keep cooking.
Hard to find the right jasmine.
Want to post my cooking results on social networks to save my cooking journey.
Video tutorials are lengthy, you have to be reminded, or watch videos and then write down each step on paper to follow.
Difficult to estimate ingredients according to desired servings
The difficulty level of the recipe is unknown.
Difficulty in storing favorite recipes.
Want to search by specific ingredients?
Whether you want to but lack the motivation to keep cooking.
Hard to find the right jasmine.
Want to post my cooking results on social networks to save my cooking journey.
solutions
solutions
Step by step, voice command.
The feature to adjust the portion size as desired.
Create cookbook
Search by ingredients
Online grocery
Participate in challenges to get prizes, activities to accumulate points and exchange gifts.
Post cooking stories and recipes.
Step by step, voice command.
The feature to adjust the portion size as desired.
Create cookbook
Search by ingredients
Online grocery
Participate in challenges to get prizes, activities to accumulate points and exchange gifts.
Post cooking stories and recipes.
value
value
for users:
Can learn how to cook easily, find joy in cooking through sharing, community contribution, recognition and accrual.
for JOCO:
Can cooperate with raw material suppliers with Online Grocery
Get a culinary database built from your own users
Can contribute to the promotion of local cuisine.
for users:
Can learn how to cook easily, find joy in cooking through sharing, community contribution, recognition and accrual.
for JOCO:
Can cooperate with raw material suppliers with Online Grocery
Get a culinary database built from your own users
Can contribute to the promotion of local cuisine.
// Research & Analyze
// Research & Analyze
. Trend & Market research
. Trend & Market research
During the period of social distancing because of the COVID-19 epidemic, people's awareness of healthy lifestyles, eating, and drinking that focuses on health and spirit is of more concern. Typically on Facebook, community groups have appeared that are active with hundreds of thousands of members and are constantly increasing such as the groups Addiction to the House, Love the Kitchen,... People share and learn from their cooking and cooking experiences. baked together. Besides, there are YouTube channels and TikTok cooking instructions with hundreds of thousands of followers. Everyone's tendency to self-learn to cook proves a potential growth market.
During the period of social distancing because of the COVID-19 epidemic, people's awareness of healthy lifestyles, eating, and drinking that focuses on health and spirit is of more concern. Typically on Facebook, community groups have appeared that are active with hundreds of thousands of members and are constantly increasing such as the groups Addiction to the House, Love the Kitchen,... People share and learn from their cooking and cooking experiences. baked together. Besides, there are YouTube channels and TikTok cooking instructions with hundreds of thousands of followers. Everyone's tendency to self-learn to cook proves a potential growth market.
. User Research
. User Research
To validate my hypothesis and understand my users, I conducted user research using 2 methods: qualitative through survey and quantitative through interviews with questions about cooking, eating, and drinking, find recipes, difficulties, and challenges they face to ensure a solution that addresses the user's problem and desire.
To validate my hypothesis and understand my users, I conducted user research using 2 methods: qualitative through survey and quantitative through interviews with questions about cooking, eating, and drinking, find recipes, difficulties, and challenges they face to ensure a solution that addresses the user's problem and desire.
Survey
Survey
30 people 16 questions
30 people 16 questions
Interview
Interview
5 people
5 people
“I save recipes in many places and it's hard to find them quickly”
“I save recipes in many places and it's hard to find them quickly”
“I save recipes in many places and it's hard to find them quickly”
“Looking at posts, food stories, I feel more motivated to rush into the kitchen”
“Looking at posts, food stories, I feel more motivated to rush into the kitchen”
“Looking at posts, food stories, I feel more motivated to rush into the kitchen”
“See lengthy recipes that I think are too difficult for me to do”
“See lengthy recipes that I think are too difficult for me to do”
“See lengthy recipes that I think are too difficult for me to do”
“Some ingredients are mentioned in the recipe that I don't know where they can be purchased”
“Some ingredients are mentioned in the recipe that I don't know where they can be purchased”
“Some ingredients are mentioned in the recipe that I don't know where they can be purchased”
“I can't filter the search results by the criteria I'm interested in”
“I can't filter the search results by the criteria I'm interested in”
“I can't filter the search results by the criteria I'm interested in”
key insights
key insights
Most people learn recipes via Google and Youtube.
Most people learn recipes via Google and Youtube.
Participants said that they enjoyed watching both video and text tutorials.
Participants said that they enjoyed watching both video and text tutorials.
Most people have difficulty because the video tutorials on YouTube are too long, there is no stop at each step, and they have to rewind over and over because they can't remember them all.
Most people have difficulty because the video tutorials on YouTube are too long, there is no stop at each step, and they have to rewind over and over because they can't remember them all.
Sometimes some ingredients can't be bought anywhere.
Sometimes some ingredients can't be bought anywhere.
Most of the participants don't know where to save their favorite recipes they've seen.
Most of the participants don't know where to save their favorite recipes they've seen.
Most people want to see reviews and results from other people for a recipe.
Most people want to see reviews and results from other people for a recipe.
People want to find and cook a dish at the right time and difficulty for them.
People want to find and cook a dish at the right time and difficulty for them.
Most participants are excited about getting rewards through their cooking activities.
Most participants are excited about getting rewards through their cooking activities.
// Define
// Define
. User Personas
. User Personas
COOKING LEARNER
Thoai Vy
Thoai Vy
COPYWRITER
COPYWRITER
Age: 22
Status: Single, live alone
Location: Vietnam
Age: 22
Status: Single, live alone
Location: Vietnam
Interests
Interests
Social media, Food, Travel, Fashion, Relasionship
Social media, Food, Travel, Fashion, Relasionship
Problems
Problems
I love to eat and enjoy delicious, new foods. But I am not good at cooking, and I want to improve my cooking ability to better.
I tried to cook but it was so complicated, long, and boring that I lost the patience to keep going.
I love to eat and enjoy delicious, new foods. But I am not good at cooking, and I want to improve my cooking ability to better.
I tried to cook but it was so complicated, long, and boring that I lost the patience to keep going.
Goals
Goals
Improve cooking skills
Simple and fast cooking process
Confidently share your results with everyone
Increase motivation to cook often
Improve cooking skills
Simple and fast cooking process
Confidently share your results with everyone
Increase motivation to cook often
HOMEMAKER
An Nhien
An Nhien
TEACHER
TEACHER
Age: 36
Status: Married, has 2 children
Location: Vietnam
Age: 36
Status: Married, has 2 children
Location: Vietnam
Interests
Interests
Educate, Food, Cooking, Take care of family
Educate, Food, Cooking, Take care of family
Problems
Problems
Although my work is busy, I am very interested in the variety of my family's meals.
I often save recipes in many places but it is difficult to find them again. Sometimes there are a lot of ingredients left in my fridge but I don't know what to cook with them.
Although my work is busy, I am very interested in the variety of my family's meals.
I often save recipes in many places but it is difficult to find them again. Sometimes there are a lot of ingredients left in my fridge but I don't know what to cook with them.
Goals
Goals
Cooking meals economically but still diverse
Try to cook new dishes
Share your cooking experience with everyone
Find recipes that match the ingredients available
Save recipes to cook later in one place.
Cooking meals economically but still diverse
Try to cook new dishes
Share your cooking experience with everyone
Find recipes that match the ingredients available
Save recipes to cook later in one place.
. Empathy Mapping
. Empathy Mapping
. User Journey Mapping
. User Journey Mapping
Thoai Vy
Thoai Vy
Scenario
Scenario
Cooking for herself
Cooking for herself
Search the recipe Prepare tools, ingredients Cooking Take pictures and share the result
Search the recipe Prepare tools, ingredients Cooking Take pictures and share the result
. Information Architecture
. Information Architecture
. User Flow
. User Flow
Journey
Journey
Thoai Vy wants to cook a new dish, she starts looking for recipes, picks a recipe that suited her desires, and starts doing it. When she finished cooking she was quite proud and wanted to show it off to everyone.
Thoai Vy wants to cook a new dish, she starts looking for recipes, picks a recipe that suited her desires, and starts doing it. When she finished cooking she was quite proud and wanted to show it off to everyone.
Visual Identity
Visual Identity
Visual Identity
// Color Scheme
// Color Scheme
// Logo & Typography
// Logo & Typography
// Design System
// Design System
Interface
Interface
01
01
Onboarding
Onboarding
A simple onboarding flow is shown right from the start so new users know what the app will bring them.
A simple onboarding flow is shown right from the start so new users know what the app will bring them.
02
02
Cooking Feed
Cooking Feed
A place where users can browse through the latest video recipes and shares cooking stories from their friends.
A place where users can browse through the latest video recipes and shares cooking stories from their friends.
03
03
View Recipe Detail
View Recipe Detail
The detailed step-by-step cooking recipe page helps you complete the dish easily. The chat feature allows you to send questions to the author, and adding ingredients to the shopping cart makes shopping convenient.
The detailed step-by-step cooking recipe page helps you complete the dish easily. The chat feature allows you to send questions to the author, and adding ingredients to the shopping cart makes shopping convenient.
04
04
Discover + Search
Discover + Search
Users can explore all the cooking recipes on the app. Easy search with keywords or ingredient category boards, curated collections are also available.
Users can explore all the cooking recipes on the app. Easy search with keywords or ingredient category boards, curated collections are also available.
05
05
Create Recipe
Create Recipe
Users can create cooking recipes, share cooking stories, or livestream cooking with extremely simple steps.
Users can create cooking recipes, share cooking stories, or livestream cooking with extremely simple steps.
06
06
Grocery Online
Grocery Online
Shop for ingredients directly on the app, with a network of partner grocery stores near the user's location. Use JOCO points accumulated from activities or rewards from challenges to receive discounts.
Shop for ingredients directly on the app, with a network of partner grocery stores near the user's location. Use JOCO points accumulated from activities or rewards from challenges to receive discounts.
07
07
Challenge
Challenge
To stimulate a vibrant community and contribute diversity to the recipe repository on the app, JOCO has introduced the Challenge feature.
Challenge rewards come from partner grocery stores to encourage shopping.
To stimulate a vibrant community and contribute diversity to the recipe repository on the app, JOCO has introduced the Challenge feature.
Challenge rewards come from partner grocery stores to encourage shopping.
08
08
My Profile
My Profile
Users can set up and manage their accounts, orders, and create their own cookbooks.
Users can set up and manage their accounts, orders, and create their own cookbooks.
Thanks for
watching!
Thanks for
watching!
Thanks for
watching!