Food Network Kitchen
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.
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.
Objectives
The primary objective was to conduct a series of UX research studies 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 generative research during design workshops to explore and validate different ideas, *concept testing) to ensuring they align with user needs and business goals.
Market Research: Leading market research/survey designs efforts along with vendors 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.
Key Learnings
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.
Impact
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)