How can we help users onboard their community to our app?
Company
Cookpad
Role
Lead designer
Area
Mobile Product Design
As a recipe sharing platform, most of Cookpad’s users are home cooks who love to share recipes in their own social groups. If only they each would invite their group members to Cookpad!
I interviewed Spanish and Taiwanese home cooks for what they share in their Whatsapp/Line groups. There are tons of written recipes and cooking videos that easily gets mixed among other chats.
If only there's a way to organise these gems better!
Recipe book 2 generations old
Cooking recipe in video format.
Ideation with storyboarding involved.
The MVP feature in white boxes
Key engagement data from the MVP that we monitored:
• Average of ±30 recipes added to cookbooks / day
• Average of ±80 recipe comments added / day
We validated that idea and it's time to double down. I organised more interviews in between iterations to help decide which feature we build next.
Iteration - interview - iteration - interview…
Iterate, iterate, iterate
In one of the interviews I found out that the recipes people add to their cookbooks are always 1 of 3 possible kinds of recipes.
Recipes they’ve written themselves
Recipes they’ve cooked / tried at least once
Recipes they’ve bookmarked for future use
With this insight, I added tabs to the recipe addition flow to automatically recommend recipes they’ve interacted with. This fix raised the average number of recipes added per Cookbook by 366%!
The updated way to add recipes.
Final word
The project contributed to an average ±8% DAU growth in Taiwan and Spain.
As a result, we released the feature to the other countries with strong communities (Indonesia, Greece, Spain, Argentina, Uruguay). The end result is a global DAU growth of ±4.3% a month after release, compared to the 3 months we spent in Taiwan and Spain
What I would do differently:
To upscale to more markets faster. We waited for 4 iterations before we upscaled, while MLP features were done at the 3rd iteration.
To also consider other user groups that has potential to bring more users to the platform, such as cooking influencers.
Key screens.
Key flows.