Food Network Kitchen

Direct-T0-Consumer

Context

With the objective of diversifying business strategy from primary dependence on advertising revenue, the Discovery CEO asked different product teams to pitch for a DTC product. 
The lifestyle brands product & design team planned and conducted a series of discovery design workshops to ideate and test ideas.

The graphs and data presented are either part of the original UXR reports or created to present the project and key information is blocked to protect the confidentiality of the research.

Objectives

The primary objective was to conduct comprehensive UX research from ideation to launch, ensuring the product's design and functionality align with user expectations and market demands. This involved exploring the value of different ideas, understanding market value, identifying key features, and testing the product’s usability and overall value.

My Role

As the lead UX researcher, my responsibilities included:

  • Research for Ideation and Design Workshops: Conducting research during design workshops to explore and validate different ideas, ensuring they align with user needs and business goals.

  • Market Research: Leading market research efforts to understand the market value and potential demand for the product.

  • Feature Prioritization: Designing and conducting surveys to identify the most important features for users.

  • Usability Testing: Leading a series of moderated and unmoderated usability tests to assess the product's value, design, and overall usability.

  • Platform Integration: Ensuring a cohesive user experience across the web, mobile app, and Alexa Echo platforms.

  • Goal: Understand market needs for Food digital, competitive analysis of different DTC products, and brainstorm ideas.

    Research Activities: In person users interviews to explore users preferences around four different ideas. Review of digital personas. Market research to explore audience opportunities and triangulate information for next round of design and product exploration

    Research Output: Based on user feedback, and collaboration among product, design and content provided recommendations about what ideas and features resonates for continuing discovery

  • Goal: Understand user motivations and reactions to key features such use of talent, type of content, and recipe experience.

    Research Activities: Moderated and unmoderated user interviews to understand learning by different of food persona segments

    Research Output: List of key features that resonates with user, help informed national representative survey/market research to validate priorities.

  • Goal: Continue usability studies to the different designs for mobile web, and Alexa devices, including additional functionalities.

    Research Activities:In person/remote usability testing

    Research Output: Recommendations about efficiency, efficacy and easy to use of different features tested.

  • Goal: Continue usability studies to the different designs for mobile web, and Alexa devices, including additional functionalities.

    Research Activities:In person/remote usability testing

    Research Output: Recommendations about efficiency, efficacy and easy to use of different features tested.

Key Learnings

Impact

Through this comprehensive research approach, we uncovered several critical insights:

  • Feature Importance: Identified key features that users valued the most, informing the prioritization of product development.

  • User Expectations: Gained a deep understanding of user expectations, ensuring the product met these expectations across web, app, and Alexa Echo.

  • Usability Challenges: Uncovered usability challenges and areas for improvement, allowing us to refine the product before launch.

The research led to several impactful changes and successful outcomes:

  • Successful Launch: The product was successfully launched across web, mobile app, and Alexa Echo platforms, receiving positive user feedback.

  • High User Satisfaction: Post-launch surveys and user feedback indicated high satisfaction levels.

  • Increased Engagement: The product saw high levels of user engagement across all platforms, with users appreciating the seamless experience and valuable features.

  • Iterative Improvements: The continuous feedback loop established during usability testing allowed for ongoing improvements, ensuring the product aligned with user needs.

  • Recognitions: 

    • Discovery Innovation | People’s Choice

    • Webby Award | Food & Beverage

    • Webby Award | Productivity

    • Webby Nomination | Best Voice Experience

    • Webby Nomination | Best User Experience

    • iOS App Store | 4.9 stars (350K+ ratings)

*For additional findings and learning, please contact svarchmalena@gmail.com