UX/UI: Yelp Design Challenge
Yelp design challenge
Yelp Design Challenge: Help people share recipes.
This project is a design challenge from Yelp's interview process. I spent 4 days to go through the design process and figure out the solution. Before jumping into the design, it's essential to think from user's perspective first. As a foodie and cooking lover, I started to ask myself, why do people need an app to share recipes? What's the problem with the other approaches? What's the motivation behind the recipe sharing? What 's the goal of the users? How Yelp leverage its own elements to help users achieve their goals and also gain profit? Then I dive into a quick analysis to demonstrate my understanding of the target users.
Imagine you learn a new dish from Youtube, and you are frustrated because you have to pause the video at every step in order to keep pace with the instructor in the video. And imagine you want to learn a healthy version of "Kung Pao Chicken", however the ingredients list in the cook book tell you to put 250g sugar and 1 L oil to the dish, the result of your dish looks really greasy and unhealthy ... Collecting those struggling moments, I had a clearer idea of the benefits that digital recipes could provide to the users.
Knowing target users are always crucial for problem solving. A better understanding of users could help better transforming them into business value. Considered Yelp has a huge user base, I categorized these four types of users based on their motivations and needs in order to maximum the values of the product might brings to them.
I crafted this reciprocal business model for Yelp recipe, this was inherited from the parent product Yelp. Yelp connects consumers with local business, and the Business Owners app connects local business owners to consumes. Yelp is a bond helps add values to both of consumers' lives and local business. Therefore I made Yelp recipe as reciprocal product as well, I believe this could contribute to making long-term positive impact to the whole ecosystem of the business.
Based on the analysis of user studies, I regrouped the insights and pain points from the users, and follow the user journey then come out core features.
As a designer with solid marketing/advertising background, I was always passionate to share my ideas and knowledge to extend the brand values and business opportunities. Beyond those potential business opportunities, I even came up with more crazy ideas about brand building, maybe introduce some IP cooperations to produce good quality content to stimulate user growth, for instance, invites Jamie Oliver to make a series in Yelp recipes; initiates celebrity cooking competition events to acquire users from offline; create Yelp kitchen classroom in Youtube channel to gain subscribers; build a cat mimic kitchen viral videos to driving attention & social buzz in order to boost downloads... etc.
Of course design is never ending journey. I need more user research and usability test to validate my assumption and iterate the product again and again.