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Instacart
Recipes
For my Kleiner Perkins design project (*accepted as a 2023 KP Design Finalist), I was challenged to redesign a feature from Instacart. My goal was to break down the product and improve one feature to maximize revenue outcomes, while increasing user satisfaction.
Role
Product designer
Timeline & Result
12 hours, Jan 2023,
KP Design Fellow Finalist
Skills
User research, Product design, Interaction design
Recipes is a feature where users can buy groups of ingredients based on recommended recipes, incentivizing higher AOV.
I interviewed and observed how 12 active and 4 former users navigated the app and Recipes feature, leading me to 3 major pain points:
Pain Point #1 / Inaccessible While Shopping
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Pain Point #2 / Non-Optimal Recommendations
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Pain Point #3 / Confusing Carts
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Feature #1 / New Grocer Navigation
My design direction focused on enhancing accessibility and glanceability. This forced me to make trade-offs as I replaced some nav. bar tabs and changed certain actions.
Breakdown
Feature #2 / Mid-Shopping Recipes
New Recipes would clearly show that users are shopping from the same store.
Breakdown
Feature #3 / Context-Based Carts
You won't know if an ingredient is from a recipe so let's add context!
Breakdown
* Display "(0)" if there are no shared items
Given More Time...
This redesign assumes that Recipes could be a powerful feature that leads to higher retention and higher AOV. Hence, if given the chance to test these changes, I would first test how useful the feature is against said metrics, or if it's a "nice to have" feature.
