What's Cooksnap?
"Say THANK YOU! It is a way of thanking the author through the photo. Your Cooksnap gives an incentive to other cooks to try it as your photo adds credibility to the recipe!
It’s a way to share your kitchen with everyone and share good ideas. Also, sharing what changes you made in the recipe, gives more ideas to the author and other cooks of the Community."
The Cooksnap you sent will be visible to all other users on Cookpad along with your comments. Other users will also be inspired to cook using the recipe and share their dish after seeing your Cooksnap.
There was a significant drop in Cooksnap and the rate of Cooksnaps uploaded to a recipe was below the rate of recipes uploaded.
To do a quick research and tests to explore Cooksnaps in more detail so that we can improve the experience for all users and increase the awareness. Make users aware of the Cooksnap: Cookpad is not just a platform for sharing recipes, but also sharing your cooks!
How to show its presence it with a minimum/feasible change in the existing Cookpad version and measure results in short timeframe. And then try to intervene with concepts that can improve Cooksnap or solve certain problems observed and identified by us.
Initially, we attempted to study user behaviours, understand the various levels of complexity associated with the Cooksnap. Our purpose was mainly earmarked for coming up with identifying the problem area with Cooksnaps. So, we decided to sit and try to figure out which aspect should we start focusing on.
Contextual Inquiry:
With the help of Community Managers we conducted user interviews, where we spoke with few active users of Cookpad. The interview covered some basic questions about their cooking behaviour, usage of Cookpad and Cooksnaps. We charted down the insights and this gave us a fair idea on user expectation and challenges faced by them in the existing version of Cookpad.
Findings:
We figured out that the problems have multiple layers of complexity and interconnectivity.
- Users do not know about Cooksnap therefore they do not value Cooksnap
- Users are not clear on how to give a Cooksnap and what they are/do:
- Visibility of Cooksnaps in the app is feeble
- Cooksnaps does not provide any feedback to Authors/Cooks. No motivation.
With the help of Passion Point Persona, we figured on hypothesis to solve based on the specific user data generated. Thus the process involved a constant change of perspective from a macro level to a micro level in terms of understanding and solving problems. We spent a good amount of time brainstorming, user testing before we narrowed down on concepts and its inherent endemic information.
is 'Passionate about any one thing in cooking... i.e. vegan, baking or free form
wants 'to share/inspire/influence others
because 'to build a following for themselves and/or business. To validate their passion
Job to be done:
Cooksnap is hired because...
When I find a recipe based on my passion point…
I want to share my version of my recipe...
So I can evangelise my passion point and build a following of my own.
Project Scope:
- Demonstrate that Cookpad values Cooksnap
- Creating a consistent & simple path/experience to add new Cooksnap will encourage users to add more Cooksnaps
1. Users do not know about Cooksnap therefore they do not value Cooksnap
- Educating them about Cooksnap through UI specific copy and iconography.
- Give sub-headings for “Trending” feed and making the Cooksnap trending section clear.
- Motivational/inspirational messages based on User’s expectations about Cooksnap and its purpose.
2. Users are not clear on how to give a Cooksnap and what they are/do:
- Sub texts on what Cooksnap do/are.
- Create suitable titles for the contents throughout the app.
- Using iconography and typography to show the process of giving Cooksnap.
3. Increase visibility of Cooksnaps in the app
- Reminders for Cooksnap and increase the CTAs in the app.
- Increase visibility of Cooksnap in Recipe page and Profile page through prominent design.
4. Cooksnap should provide feedback to Authors/Cooks
- Say thanks or congratulations after posting a Cooksnap.
- Once posted, take them to their own Cooksnap in the Recipe page.
- Make the next steps clear with right positioning of CTA buttons.
5. Lower the cost
- Make it as easy as possible to post a Cooksnap (removing any potential frictions, adding auto suggestions etc).
Testing the Hypothesis:
“Showing that Cookpad values Cooksnaps, creating a consistent & simple path to add new Cooksnap will encourage people to add more Cooksnap”
Test Goals:
- Clearly identify what a Cooksnap is & how a cook can use them
- Clearly label all interactions with Cooksnaps with suitable title
- Clearly prompt users to share their own Cooksnaps
- Proactively encourage users to add their Cooksnaps if we can infer that they have potentially cooked a recipe
Success Metrics
Setting up a funnel in Google Analytics that captures the effectiveness of the solution. Funnel reports from now (before the change) compared.
- The number of Cooksnaps viewed
- Through “trending” feed
- Through Recipe page
- Through user Profile page
- Through reminder message in Recipe page
- The overall success of “Recipe page > Share a Cooksnap> Choose a photo >Success” flow (impressions on each step of Cookpad creation flow)
- The number of user scrolling till the bottom of the Recipe page and impression on Cooksnap section
- The number of user scrolling till the second page of the ”trending” feed