Case Study
Responsive Web UX Design at People Inc. March — May 2024.
Challenge:
Redesign Allrecipes' saved recipes & collections feature as part of a migration to a new tech stack, improving upon a core functionality for 50 million monthly active users.
Role:
User interviews, usability testing, kano studies, and synthesis
Ideation, design, and prototyping of new features
Cross-collaboration with Product, Dev, and Editorial
Results:
+132% increased engagement with saves feature MoM
+149% increased users creating recipe collections MoM
+13% increased sessions MoM
Solutions
Notable delivered features for Allrecipes.com.
Saving Recipes to Collections
Crafted a new flow for saving recipes, where users can create and add to collections without leaving the recipe page.
This solution expedited the categorization process exponentially, leading to massive boosts in collections created due to their integration into the saving flow itself. The increased engagement was starkly clear, and the business impact of increased session duration was massive.
+94% engagement with saved recipes.
+108% collections created per day.
97% success rate in usability testing.
Recipe saving and collection management were integrated into a single flow, simplifying the process for users to control their recipes.
Collections were given a new home, where users could easily manage an enormous number of recipes.
Collection Management
Designed new flows for collection creation, organization, and deletion, offering new controls for managing recipes collected over Allrecipes’ 25 years of existence.
+9% average session duration
4.5/5 user satisfaction rating
Public Profiles
As part of this effort, users' public profiles were revamped to showcase their collections, emphasize social proof, and ultimately celebrate the home cook community. This brought greater authenticity to each user's recipes, collections, and reviews, ultimately furthering trust in Allrecipes as the world's largest recipe resource.
Activity Feed highlighting recent engagement on Allrecipes
Public Collections for saved and submitted public recipes
Social Badges for select "Allstar" users, and social stats for all users.
A new public profile, showcasing users' collections and highlighting their activity as part of the home cook community.
Results
Outcome:
Delivered the Saves & Collections feature with updated public profiles, leading to massive engagement growth and emphasizing the mission of Allrecipes to be the "home of the home cook".
+132% engagement with saves MoM
+149% users creating collections MoM
+13% increased sessions MoM
Impact:
This project was phase one of a larger journey to improve the way users save and manage collections of recipes, and its success kickstarted more initiatives to give greater control to our community of home cooks.