Cooking with Financial Freedom.
August-September 2022
Duration
Type
Independent Project
Responsibilities
User Research, Competitor Analysis, Empathy Mapping, Personas, Site-Mapping, Wireframing, Protoyping
Overview
CHOPPER aims to makes exploring food more affordable. As good quality meals become more of a luxury, this app’s main objective is to locate the best prices available for all ingredients and offer alternatives when necessary. CHOPPER believes that art of cuisine should be accessible to everyone, not just a select few.
Food has varying meanings for many individuals. To some it is simply an essential need. To others it is a creative passion. Regardless of how one sees their food, one thing is for certain: food should be accessible to all. However, as time goes on, fresh ingredients only become more and more expensive, leading many to opt for lower quality meals in order to maintain their budgets. Additionally, when there is a variety of grocery competitors, how can we be sure we are getting the best price?
Problem
How can we make grocery shopping be made less of a financial juggling act? Here’s what we explored:
-Live budget breakdown visuals while shopping.
-Competitor comparisons and alternative locator.
-Coupon finder.
If individuals had access to a budget breakdown alongside their shopping lists, it may assist in relieving some of the financial stress of shopping. Additionally, offering competitor breakdowns, wallet-friendly substitutions, and coupons may help cut out the middleman and make grocery shopping less of a sport.
Solution
Task: To begin building an application concept using a specified design, purpose, and target audience. We will define how these characteristics will play into action as we begin conducting research surrounding competing apps.
Secondary Research
Competitive Analysis
Task: To explore similar domains and analyze the strengths and weaknesses of these applications. This will assist us in implementing potential features later on.
Competitor 1: Flipp
Flipp is a free shopping app that simplifies the process of sorting through the best offers available at stores near you. Flipp includes nearly all forms of offers – from coupons to traditional discounts to loyalty bonuses. In short, Flipp is a virtual shopping assistant that can save you money and, perhaps even more importantly, time.
Available for iOS and Android devices.
Cons
Pros
Simple interface:
-Search bar filters, including favorites, A-Z, and featured products.
-Tabs for flyers, coupons, shopping lists, clippings, and cards.
-Ability to search by product or store. Customization:
-Users can curate and favorites frequent items for their shopping list.
Location Services:
-A Zip Code feature narrows down offers for your area.
Coupon Visuals:
-Users can view coupons ready for printing.
Lack of distance feature:
-Users can enter a zip code, but cannot toggle the distance from the zip code to search through more options.
No cart feature:
-Users cannot make any actual purchases through the app. The closest feature to a cart is a shopping list, which does not necessarily have an active function.
Not grocery/kitchen exclusive:
-This may be appealing to consumers, but it may not appeal directly to chefs.
Competitor 2: Checkout 51
Checkout 51 is a cash-back app that works by listing weekly saving opportunities. This app has a built-in shopping list, on which users can cross off items purchased from the weekly saving list. Users can then use the built-in camera feature of the app to take snaps of the receipts of purchased items. Once the receipt is approved, your account will be credited with Cash Back. Payouts start at $20.
Available for iOS and Android devices.
Pros
Cons
Offers mostly brand-specific:
-Most offers are not specific to stores, so users will not be able to compare prices between different shopping locations.
-Users may be missing out on added deals that are specific to the store.
Uploading receipt photos weekly:
-While the option to earn cash-back is enticing, users have to aloud pictures of physical receipts manually.
-There is a weekly deadline to upload photos.
Claim offers multiple times:
-There are no limits to using the same offer repeatedly.
- Users (such as chefs) who stock up on certain products can maximize their earnings.
Link loyalty cards:
-Users can link store loyalty cards for added convenience.
-When a loyalty card is linked, the user does not have to upload receipts from the stores affiliated with the card.
Competitor 3: Truebill
Truebill (now known as Rocket Money) is a financial tracking app that has the ability to locate and cancel unused subscriptions, categorize and track transactions, create budgets, and alert users of uncategorized or large transactions. This app gives users peace of mind that allows them some freedom from constantly checking their bank accounts, and offers them assistance in reaching their financial goals.
Available for iOS and Android devices.
Pros
Cons
Savings cuts:
-Although Truebill negotiates bills and creates savings, the app take 40% of whatever is saved. This is likely to upset users who are already paying for app.
Premium-Only Features:
-While the app does have a free version, many of its most popular and advertised features are only included with a premium subscription.
Saving Account Options:
-The Smart Savings Feature may be satisfying to users who love to see savings, but this sort of account offers no actual benefit over a bank savings account.
Syncs to bank accounts and credit:
-The app uses app syncing to give users more efficient information regarding budgeting and spending habits.
-Alerts can notify users when deposits are received, balances are low, credit is updated, and when budgets are reached.
Personalized goals:
-Users can set their own personalized goals.
-A Smart Savings feature can save additional money and set it towards specific goals
Aesthetic, Design, & Interactive Inspiration
Task: To identify aesthetics, design, and interface utilized by varying domains that may be useful or beneficial in creating this one. We will select these qualities and expand upon why they may be useful for us.
Misfits Market is a grocery delivery app that aims to make high-quality ingredients more affordable, while reducing food waste.
Likes:
- The app uses an earthy-toned color palette to give off a natural, organic, down-to-earth feel.
- Simple illustrated images are used to symbolize each major grocery section (fruit, meat, dairy, etc.)
- Discounts are listed in bold above the price of the product. Additionally, we can see the original price crossed out to the side, so users have a visual of how much they are saving.
- An “order again” option is listed right at the top of the shopping view, so users can easily reorder.
-PNG-style photos of product ingredients give a clean, professional, straightforward feel.
Inspiration 1: Misfits Market
Inspiration 2: Mint
Mint is a budget-tracking and financial goal-setting app that monitors all of the user’s spending habits and banking information in one place.
Likes:
- The app commits to a minty-green color palette throughout, which gives it a sense of calmness and organization.
- Colors are used to symbolize different spending categories, making it clear and readable to users.
- Bars are used to visualize budget expenses and credit score, allowing users to see their habits.
- Bill spending is summarized for users, making tracking spending easier and more upfront
Inspiration 3: Bring!
Bring! is a shopping list app that can be shared and accessed by multiple people. Users can make several different shopping lists for different occasions.
Likes:
- Bring! uses simple, line drawn visuals to separate different food categories.
- The app uses two main colors to divide up categories that are purchased/added to lists.
- Several users can be added to a list (this can be useful for many people working in the same kitchen.) Each user has a icon image.
- Different lists can have different visuals depending on the occasion.
Kickoff Questions
Task: To create a framework for researching and designing further by exploring potential kickoff meeting questions.
What is the problem or need we are aiming to solve?
We are aiming to help chefs budget better for their kitchens to help them meet their financial goals.
What does the product need to do?
The product needs to give users access to checklists, shopping lists, shopping deals, and savings.
What is the business opportunity? (e.g. acquisition, activation, retention, revenue, referral, etc.)
The main business opportunity here is to have a continuous flow of users joining the app and using it consistently. The app could have the potential to become a staple for kitchen budgeting, and we could even offer subscription services for more in-depth savings analyzes.
What are the Key Performance Indicators (KPIs)?
The Key Performance Indicators that will assist this project will include the amount of users signing up for the app/linking accounts, user returning rates, and potential subscriptions.
How else will we define success for this project?
We will also define success with brand partnerships, such as grocery delivery services. We may also offer sponsorships for well-recognized chefs who find success with the product.
How does this product fit into the overall strategy?
This product acts as an assistant within financial goals. The app can act as a coupon-finder, shopping list optimizer, and budget tracker, to push chefs and foodies closer to their financial goals.
Who are the users or customers?
The users are intended to be chefs and those who enjoy cooking for others and saving money, but may extend to all-food lovers or money-savers.
Why is this important to them?
The app is important to this demographic because, to put it simply, food is expensive. Especially here in the US. On top of that, if users are also business/kitchen owners, there are a ton of expenses on top of the food. This product will help take some weight off of these individuals’ shoulders.
Why do they care?
Our target audience will care for a few reasons. One is that the turnover rate for restaurants is higher than many other businesses, if the users happen to be business-owners. It is incredibly expensive to buy high-quality ingredients, maintain a clean, up to date kitchen/appliances, and pay for rent/utilities. These users want to enjoy the world of food with less stress.
What are the users trying to do?
These users are trying to save money, reduce stress, and keep their kitchens, businesses or homes afloat.
What are their pain points?
This demographic is faced with unstable costs of food (especially due to inflation) and by the economic influence of people willing to order restaurant-made food (for those who are also business-owners).
How can we reach users through this design process?
We can reach users through this design process by offering a simple, sleek app that is accessible to people who are often doing a million things at once. To truly reel in an audience of prospective users, we can advertise on sites such as Youtube, and offer sponsorships to micro-influencers.
Are there any constraints (technological, business, etc.)?
The constraints for this may mainly be affected by user locations and available information from other businesses. For example, we want users to be able to find the best deal in their area for a specific product/ingredient, but we may not be able to retain pricing information from a small mom and pop shop.
Task: To develop a clearer understanding of the potential domain and target audience. We will create an initial ideal-user empathy map, and then compare it to three different empathy maps that reflect three different interviewees.
Empathy Mapping
The Initial Ideal User
Task: To examine the possibilities for and qualities of the ideal target market user.
Who is our initial ideal user?
At this point, our initial ideal user is someone who works as a chef or enjoys cooking for others often. This user probably spends a lot of money on food or ingredients, whether it is for their business or personal use. Additionally, this user may have trouble keeping track of their finances, but doesn't have a strong desire to do the work themselves.
To summarize, our current ideal user:
-Is a chef/a person who cooks often
-Possibly a business owner
-Has trouble keeping track of their finances
-Has many financial goals
-Spends a lot of money on food/ingredients
-Loves a good sale/coupon
Initial Interview Questions
Task: To generate initial potential interview questions based off of the current ideal user description. These questions will be used to create specific empathy maps for each interviewee.
-How long have you been a chef/cooking?
-Walk me through a summary of a day in the life of a chef/someone who enjoys cooking.
-What are your favorite things about cooking?
-What are your least favorite things about cooking?
-How does your relationship with cooking impact your finances?
-What are your financial goals?
-Have you every used a financial goal-tracking app?
-Do you have any favorite financial goal-tracking apps?
-What do you like/dislike about these apps?
-Would you say using a financial goal tracking app has impacted your finances in a positive way?
-How open/comfortable are you to sharing personal banking information with a secure app, in order to assist/track your finances?
-How often are you checking your bank account/finances? Either through a banking app/financial goal-tracking app.
-Do you find notifications regarding budget limits, sales, coupons, etc. annoying? Or do you appreciate them?
-How often do you utilize apps outside of using your phone? (Do you use a computer/tablet often?)
-What do you find yourself spending the most money on?
-Where do you find yourself buying produce/ingredients from the most?
-How often do you take advantage of sales/coupons?
-What are your favorite couponing apps?
Who are we Interviewing?
In this section, we will be interviewing three individuals that may potentially match our ideal user. After each interview, we will create an empathy map for each individual to determine not only if they match our ideal user, but if we must shift the idea of our initial ideal user.
Interview 1: Chris
Chris is a prep cook at a fine dining restaurant. He is a young man that aspires to eventually become a head chef. Outside of work, he enjoys cooking for himself several days a week. He is not necessarily tech-saavy or interested in budgeting, but he does want to enjoy his job more and not just rely on it for money.
Interview 2: Andrew
Andrew is a young man who has been cooking for others for about ten years, and working in the restaurant industry for six years. He values being able to host parties, for which he prepares many of his more intense dishes. He has the financial goal of moving into a better place, but spends a lot of money on food. He currently works at a butcher shop.
Interview 3: Misty
Misty is a young woman and a successful chef and business-partner. She has been working in the restaurant industry since her mid-twenties and have experience as both a chef and manager. She likes to be very hands-on when it comes to her ingredients and prioritizes local, organic options.
Empathy Map 1: Chris
Empathy Map : Andrew
Empathy Map 3: Misty
Empathy Map: Overlapping
Initial Interviews/Empathy Map Reflection
We can conclude from the interviews and subsequent empathy maps several qualities that we may want to look for and avoid in potential target market interviewees. These qualities may include income, store preferences, shopping ethics, and financial responsibility.
Income:
After interviewing Misty, who has a larger income and has her own accountant, her need for a financial goal tracking app is not as strong.
Store Preferences/Shopping Ethics:
In interviewing Andrew, we learned of his strong dedication to his local German butcher-shop. Additionally, in interviewing Misty, we realized that her dedication to exclusively local, organic options is not something that is preferable for our target market.
Financial Responsibility:
If our potential users do not have a need or desire to reach any specific goals, their desire to utilize the app will be unlikely. We learned this with Chris, who does not have any strong financial ambition and is unlikely to use coupons or tracking apps.
Target Market Research & User Journeys
Task: To establish variations of target market individuals and explore how/why they may approach using the potential app through user-journey mapping.
We will be viewing four examples of target market personas and examining the utilization of the app in their different lifestyles. The example personas we will be examine are:
Who may be our potential target market?
1. Marie:
A middle-aged homemaker, mother, and family cook.
2. Alan:
A young man with a passion for cooking and a desire to impress others.
3. Dailyn:
A culinary student who wants to prove that she can create and enjoy good food without spending a fortune.
4. Carmen:
A chef and business owner who wants to get ahead.
User Journey 1: Marie
User Journey 2: Alan
User Journey 3: Dailyn
User Journey 4: Carmen
Site Mapping
Task: To begin examining potential user navigation through the drafting of a site map. We will draw from the User Journey Maps in the previous section to create this site flow.
Draft 1
Draft 2
The first draft of the Site Map was influenced by the initial User Journey maps, and how the personas approached the app. Users can login/signup, access their goal page, shop, and create lists. Most pages of the site map turned out being highly connected in this draft.
In the second draft of the site map, I wanted to challenge myself to try simplifying the structure and focus more on the shopping cart feature of the app. I decided to remove the login/signup feature from the sitemap, as that would be a feature primary to the Home/Dashboard page. Additionally, after consulting with peers on the User Journey segment, I thought it may be beneficial to try and even the balance between the shopping cart feature and the financial goal-setting emphasis.
Draft 3
In this draft, the focus was shifted from the entire app, narrowing in on the shopping cart feature. While the main pages of the app are still included, the map begins forming at the “Cart” section. The cart feature is broken down into eight different pages, including the main cart page, a checklist page, an editing page, save as list, apply coupons, budget estimation page, and a checkout page. The site map illustrates the flow between these different pages, as well as access to external app pages. A key has also been added to the sitemap.
Final Draft
In this draft, the focus was shifted from the entire app, narrowing in on the shopping cart feature. While the main pages of the app are still included, the map begins forming at the “Cart” section. The cart feature is broken down into eight different pages, including the main cart page, a checklist page, an editing page, save as list, apply coupons, budget estimation page, and a checkout page. The site map illustrates the flow between these different pages, as well as access to external app pages. A key has also been added to the sitemap.
Task: To begin exploring low-fidelity wireframes to determine potential navigation of the app. Once drafts are created, we will explore a potential user flow.
Low-Fidelity Wireframes
Here, we are focusing on eight main pages of the shopping cart feature in a desktop view with examples of responsive wireframes. These pages include a main shopping cart page, an editing page, view list page, create list page, a budget infographic page, a coupon pop-up, a checkout page, and an order confirmation page.
The user will begin on the shopping cart page, and be able to edit their cart with the ability to add/remove items, edit the quantity, favorite items, swap items, and narrow down a best store fit. From the main page the user can also view and apply coupons, and link store memberships via a coupon page pop-up. The user will also be able to view their checklist in a new page, or save their cart as a new list. Additionally, there will be an estimated budget impact preview on the main shopping cart page. The user will be able to view more on a Budget Information page.
User Flow
All pages outside of the main shopping cart page will be able to lead back to the main page (with the exception of the confirmation page, once the order is placed). The checkout page will allow users to set up the order as a pickup or delivery, set up a delivery address or pickup location, enter a payment method, and review the order. Once the order is placed, the user will be sent to a confirmation page, which will allow them to view the status of their order, or view the impact of the trip on their budget.
Low-Fidelity Test
In this section, we will begin testing low fidelity wireframes with target market interviewees in order to determine the potential practicality of wireframe organization.
Testing Objective:
To determine if potential users can understand wireframe features and navigate them with ease. We want to observe if the current layout of the wireframes serve the users and their goals.
Testing Method:
Individual in-depth interviews will be conducted via Zoom. Interviewees will be determined by screener questions and then further evaluated with interview questions. Then, we will observe wireframe interaction and gain feedback.
Interviewees
In this section, we will be interviewing three individuals using updated interview questions and then have them walk through the low-fidelity wireframes in order to get a feel for their user journeys.
Who are we interviewing?
Interview 1: Michaela
Michaela is an actor in New York City who cooks sometimes. She tends to stick to simple meals, because grocery prices in Manhattan can get very high. She mainly goes to grocery stores that offer the best savings, like Trader Joe’s, she and wants to take budgeting more seriously
Interview 2: Elena
Elena is an actor and hostess in Los Angeles. She values high-quality, organic ingredients, and likes to learn new recipes from popular TikTok creators. When she isn’t bringing home meals from her restaurant, she likes to cook with her husband. She doesn’t drive, so she mainly likes to shop at grocery stores that she can walk to.
Interview 3: Isaac
Isaac is a writer and store manager living in Los Angeles. He spends most of his time working and takes saving money seriously. He loves trying out new recipes, and is a big fan of learning about new cuisines. He doesn’t budget often, but says that he probably should, as it would relieve some stress if he did.
Feedback Notes
In-Store Shopping Option:
All interviewees mentioned that they prefer to shop in store, and only have groceries delivered on certain occasions. With this, a “Shop In-Store” page was added to the wireframes. This page will allow users to use their checklist to shop in store, and alert of any price changes/inaccuracies. Additionally, users will be able to use the coupon feature to pull up barcodes in store.
Pick-Up Location Feature Update:
It was noted by interviewees that changes to the pickup location on the checkout page may cause unwanted alterations to the shopping cart. Therefore, the pickup location feature was changed from a selection to a verification.
Confirmation Page Simplification:
Interviewees felt that detailed item descriptions were not necessary in the order confirmation summary. Additionally, the order status bar was reformatted to make its purpose more clear.
Task: To upgrade wireframes from low-fidelity to mid-fidelity using the information gathered from prior research and interviews.
Mid-Fidelity WireFrames
Desktop View
Mobile View
Mid-Fidelity Test
In this section, we will begin testing mid-fidelity wireframes with target-market individuals in order to determine current usability.
Interviewees
Interview 1: Bry
Bry is a production designer who recently moved from New York City to Pittsburgh. She shops for groceries often, and cooks often as well. Because she has mainly lived in urban cities with high costs of living, saving money is something she takes seriously. She always makes lists and stays focused to stick to what she needs, but can bend easily for a good sale.
Interview 2: Sean
Sean is an engineer living in New Jersey. He knows he can be a bit of a spender and wants to get more on top of his finances. He cooks pretty often, but doesn’t love going to the grocery store. He would order for pickup/delivery more often, but knows how expensive fees can get. If there’s a way he can get groceries delivered more often while still saving money, he would certainly do that.
Interview 3: Tom
Tom is a professional gamer living in Los Angeles. He recently went vegetarian and has found himself more excited to learn and try out new recipes. He doesn’t budget as much as he’d like to, but with the rising cost of groceries in Los Angeles, he certainly thinks its about time. Because of his long work hours at a computer, he has groceries delivered occasionally, and would love to be able to save money while doing it.
Feedback Notes
Focus on Simplicity:
If the goal is to get users to check out as quickly as possible, the less noise there is, the better. It has been observed that users are probably more likely to check out if they don't have to do as much scrolling. There were some aspects of the wireframes that can be condensed into dropdown or pop-up features, to help create more simplicity.
Fee Transparency:
It was noted by interviewees that quick accessibility to any hidden fees/taxes would be greatly appreciated, and make them more likely to check out quickly. We want them to check out their carts as quickly as possible, so fees will appear alongside the subtotal immediately.
Pie Charts:
Interviewees were asked about infographic preferences, and many mentioned that they were drawn to pie charts. Additionally, many liked to budget on a monthly basis, but thought that having options would be preferable. Although charts will not be added at this stage, this point was important to note for future updates.
Branding Exploration
Task: To begin exploring branding options based off of user interviews through color, typography, etc.
Brand Testing
In this section, we will be re-interviewing previous interviewees and noting major feedback and key trends that appeared in brand-focused interviews.
Interviewees
Interview 1: Chris
Chris is a prep cook at a fine dining restaurant. He is a young man that aspires to eventually become a head chef. Outside of work, he enjoys cooking for himself several days a week. He is not necessarily tech-saavy or interested in budgeting, but he does want to enjoy his job more and not just rely on it for money.
Interview 2: Marilyn
Marilyn is a professional tattoo artist based in New Hope, Pennsylvania. She enjoys shopping at both small local markets, as well as larger chain grocery stores, such as Giant and Trader Joe’s. However, she prefers local markets. Marilyn also is familiar with several financial apps, such as the PNC Banking App and Acorns. She often meal preps for her long days at the tattoo shop, and prioritizes cooking at home.
Interview 3: Misty
Misty is a young woman and a successful chef and business-partner. She has been working in the restaurant industry since her mid-twenties and have experience as both a chef and manager. She likes to be very hands-on when it comes her ingredients and prioritizes local, organic options.
Feedback Notes
Warm & Natural Colors; Greens:
When asked of what visual elements that came up when the interviewees thought of fresh food, green was a common answer. Some interviewees also thought of naturally-occurring, calming colors. When asked of what came up in association with wealth and financial success, green was a common answer.
Customizable:
Interviewees felt that they are more compelled to interact with a shopping/financial goal-tracking up when there are customizable elements. This idea of customization could be easily applied to the list feature, where users can use their own selected names and images to create lists. Additionally, this may be useful information for designing the budget infographics page.
Rounded Edges and Smooth Features:
When asked to visualize the app, a common answer included round, smooth, and welcoming edges. Interviewees felt that this is a quality they associated with modernity, welcomeness, and community; all qualities that would be beneficial to incorporate into the interface design.
Style Guide
Task: To test the mid-fidelity prototype with target-market individuals, observe initial user approaches, and gather specific information to assist in updating the mobile wireframes.
Prototype Testing
Interviewees
Interview 1: Flo
Flo is a young man living in Southern California. He is a surfer and video editor, and prioritizes living a healthy lifestyle. He enjoys exploring new cuisines and recipes, and specifically edits food-related content. Despite his live for his job, he doesn’t have the income to ignore budgeting.
Interview 2: Mindy
Mindy is a musician living in Nashville. Due to her hectic lifestyle, she places high value on a home-cooked meal, and enjoys cooking as much as possible. The option to have deliveries would be incredibly preferable for her schedule, and if she has the option to save money while doing it, she definitely would.
Interview 3: Sue
Sue is a homemaker living in New Jersey. She was recently diagnosed with Celiac Disease, and has found a passion for exploring new gluten-free recipes to create. Many gluten-free options are overpriced, so Sue likes the idea of exploring cheaper alternatives to accommodate her needs.
Feedback Notes
Simplification:
Users felt that many pages, mainly the cart and checkout page, would benefits by cutting out and reorganizing specific elements. A few interviewees felt that the checklist feature could be condensed and reorganized.
Clarification of Interactive Elements:
Several interviewees missed specific pages or buttons because they were unaware that they were clickable. When asked why they were not compelled to explore these certain elements, is was usually due to the lack of visual hierarchy is certain areas.
Rethinking “Edit Cart” Feature:
The “Edit Cart” page was skipped over by most interviewees in their initial interaction with the wireframes. This was due partially to the visual expression of the link, but also the wording of it. With this, the page name was changed to “Cart Substitutions.”
Task: To apply the brand-testing findings and interview feedback to the mid-fidelity wireframes and update them to high-fidelity.
High-Fidelity Wireframes
Mobile Wireframes
Conclusion
Based off of several rounds of user-testing preceding initial extensive target market research, Chopper has been designed as app to be used by those who want to balance the freedom to explore cuisines with the freedom of financial security. Several user-interviewees not only expressed their desire to cook lavishly while meeting their budget constraints, but they also communicated a desire for simple, straightforward usability.
The current (mid-fidelity) design of Chopper incorporates calming, earthy greens, comforting rounded edges, and straightforward, welcoming typography. Itʼs simple navigation allows users to navigate a traditional-style shoppingcart with ease, while still offering new ideas and solutions, such as the Best Store Fit and Item Substitution features.
This design offers a simple solution for the modern chef by compiling groceries and finances side by side, as well as allowing a community for those shopping for and creating new recipes. And more importantly, those who are trying to save.