Food Network Kitchen - Discovery

 

Description

We recently launched the all-new Food Network Kitchen app, a 360-degree cooking experience that brings together Food Network’s incredible content, recipes and the world’s top chefs, right to your own kitchen.

 

ROLE

Product Designer(UX)

TEAM

Design Director, myself, Product designers(visuals), Research, Marketing and CMS Team.

 

Process

Information Architecture > JOURNEY MAP > Research > Wireframe >

VISUAL DESIGN > PROTOTYPE > TEST > ITERATE > RETROSPECT

 
Information Architecture

Information Architecture

 

My role

At this time in the team myself and design director are the only two who focus on the UX. which would involve discussing a feature or new change with product managers, owners, UX researchers, engineers and design director for initial feedback.

Artifacts from my end includes - information architecture, user flows, user journeys, wireframes ( low- fidelity ) explorations, prototyping along with competitive analysis/ market research and present to our stakeholders to make more informed decision.

Visually making it in a high fidelity is taken care of by other visual designers

 

Problem Summary

From our first Beta Launch feedback we addressed key needs and evolved our design. After the actual launch we had a lot of things that people liked and key areas to improve. We prioritized areas of improvement as subscription, and ability to seamlessly save content and revisit at anytime.

 

Challenges

  • Building Discovery’s first direct to consumer(DTC) product experience.

  • The design had to be cohesive for Web, iOS, Android, Amazon Fire TV.

  • Customers couldn’t find features which was previously accessible very easily like Saves.

  • Initially, there was uncertainty regarding some of the requirements and capabilities, so designs had to be made with assumptions, then tweaked as we got new information from other internal and external teams.

 
 

DESIGNS

There are different parts to the App like Landing pages, Upsell ,Onboarding, Search, Card styles, Navigation, Live classes, Recipes, Shows, courses, cook along, profile etc.

Below is the visuals of our most popular feature - LIVE CLASSES / Q&A.

IOS

1. Live class lobby - Lander - no recipe photo.png
2. Live class lobby - Do Ahead & Tips.png
4. Live class lobby - Tools.png
3. Live class lobby - Ingredients.png
5. Live class lobby - Delay State.png
6. Live class.png
7. Recipe Drawer.png
8. Recipe Drawer Swipe.png
9. Live class (Q&A).png
12. Confirmation submit.png
13. Live class - Q&A notification.png
14. Question answered.png
15. Live class - Review.png
16. Live class - Next Up.png

Android

Amazon - Fire TV

METRICS

Customer Satisfaction:

NPS, Mobile App Store Reviews, Mobile App Store Ratings

Product & Tech Performance:

Page Load Rate, Video Start, Crash Free Sessions

Revenue:

App Install to Trial, Time to first action, Subscription Drivers, Ad revenue

Marketing:

ROI per Channel, Subscription Conversion Rate per Channel

CONCLUSION


Few of the lessons we learnt is customers are constantly changing. For eg: The current navigation was preferred by customers during a previous test. However, post-launch customer feedback shows a lack of understanding of what features are available within the app. So it’s important to do both quantitative and qualitative research based on the concept we are testing. For me as a UX designer, design is a team sport and always an iterative process which involves customer centric approach.