Objective
Redesign the Yummly homepage and explore new methods to display content based on user needs, business goals, and product strategy
Team Breakdown
Product Manager, Engineer Lead, Design Manager, Content Director
Success Metrics
Increase premium recipe clicks, Decrease homepage bounce rate
Duration
2 month(s)
Objective
Redesign the Yummly homepage and explore new methods to display content based on user needs, business goals, and product strategy
Team Breakdown
Product Manager, Engineer Lead, Design Manager, Content Director
Success Metrics
Increase premium recipe clicks, Decrease homepage bounce rate
Duration
2 month(s)
Objective
Redesign the Yummly homepage and explore new methods to display content based on user needs, business goals, and product strategy
Team Breakdown
Product Manager, Engineer Lead, Design Manager, Content Director
Success Metrics
Increase premium recipe clicks, Decrease homepage bounce rate
Duration
2 month(s)
The Current Experience
As a recipe aggregator platform, the existing Yummly’s homepage delivered a limited browsing experience, causing core users to search for a recipe and immediately leave, resulting in a 66% bounce rate and low engagement. Mobile users repeatedly expressed frustration with the lack of innovation and poor content exploration on the existing homepage (v1.0). The ask was to redesign the homepage with more strategic content and feature placement to encourage exploration, increase retention, and unlock opportunities for upsell.
The Current Experience
As a recipe aggregator platform, the existing Yummly’s homepage delivered a limited browsing experience, causing core users to search for a recipe and immediately leave, resulting in a 66% bounce rate and low engagement. Mobile users repeatedly expressed frustration with the lack of innovation and poor content exploration on the existing homepage (v1.0). The ask was to redesign the homepage with more strategic content and feature placement to encourage exploration, increase retention, and unlock opportunities for upsell.
The Current Experience
As a recipe aggregator platform, the existing Yummly’s homepage delivered a limited browsing experience, causing core users to search for a recipe and immediately leave, resulting in a 66% bounce rate and low engagement. Mobile users repeatedly expressed frustration with the lack of innovation and poor content exploration on the existing homepage (v1.0). The ask was to redesign the homepage with more strategic content and feature placement to encourage exploration, increase retention, and unlock opportunities for upsell.
Research
After speaking with Yummly customers through informal interviews...
Research
After speaking with Yummly customers through informal interviews...
Research
After speaking with Yummly customers through informal interviews...
User Persona
The new Yummly homepage aims to improve retention and bounce rate by redesigning the layout, offering variety, personalization, and volume when introducing content verticals and premium features to its users.
User Persona
The new Yummly homepage aims to improve retention and bounce rate by redesigning the layout, offering variety, personalization, and volume when introducing content verticals and premium features to its users.
User Persona
The new Yummly homepage aims to improve retention and bounce rate by redesigning the layout, offering variety, personalization, and volume when introducing content verticals and premium features to its users.
Informatin Architecture
Several information architectural proposals were created to bring balance between user experience and business objectives.
Informatin Architecture
Several information architectural proposals were created to bring balance between user experience and business objectives.
Informatin Architecture
Several information architectural proposals were created to bring balance between user experience and business objectives.
Layout Exploration
Multiple homepage layouts were considered, reflecting Yummly's content aggregation and the "Lean In" user’s need for quick decisions.
Layout Exploration
Multiple homepage layouts were considered, reflecting Yummly's content aggregation and the "Lean In" user’s need for quick decisions.
Layout Exploration
Multiple homepage layouts were considered, reflecting Yummly's content aggregation and the "Lean In" user’s need for quick decisions.
Recipe Carousel
Different recipe carousels were examined based on size to find the right balance of frequency and repetition. Various premium recipe labels were also assessed to ensure uniqueness and consistency with the standard recipe design.
Recipe Carousel
Different recipe carousels were examined based on size to find the right balance of frequency and repetition. Various premium recipe labels were also assessed to ensure uniqueness and consistency with the standard recipe design.
Recipe Carousel
Different recipe carousels were examined based on size to find the right balance of frequency and repetition. Various premium recipe labels were also assessed to ensure uniqueness and consistency with the standard recipe design.
Final Prototype
Final Prototype
Final Prototype
After 1 months release
After 1 months release
After 1 months release