Homepage Redesign
Redesign the Yummly homepage and explore new methods to display content based on user needs, business goals, and product strategy.
Collaboration | Ideation | Prototyping
Company
Yummly
Team Breakdown
Product Manager, Engineer Lead, Design Manager, Content Director
Duration
2 months
Key Roles
Planning, research, strategy, prototyping, testing
Company Overview
Yummly is a content aggregator that delivers all things recipe-related such as ingredients, articles, and short-form videos. Apart from content, Yummly also offers features such as shopping carts, and meal planners to help users, find, plan, and cook their next meal.
Business Problem
Yummly's core users typically search for a recipe and leave, leading to a poor browsing experience and limited opportunities to upsell features or content. Redesigning the homepage with strategic content and feature placement was essential to encourage browsing and improve user retention.
User Problem
Yummly mobile users have consistently voiced frustration with the homepage, pointing to limited innovation and a lackluster content exploration experience. The image on the right shows the current homepage (version 1.0). Data revealed that the homepage had a 66% bounce rate, meaning users did not interact with anything.
Business Metrics
Together with the product manager, we identified key business metrics that the design should improve.
Customer Insights
I wanted to conduct interviews to learn about users' behavior, purpose, and suggestions for the Yummly iOS homepage to provide the team with user pain points and insights for the reconstruction.
Design Solution
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
Design Ideation - Layout Exploration
Several information architectural proposals were created to bring balance between user experience and business objectives.
Design Ideation - Information Layout
Multiple homepage layouts were considered, reflecting Yummly's content aggregation and the "Lean In" user’s need for quick decisions.
Design Ideation - 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.
Design Ideation - Yummly Challenge
Part of the new homepage featured the Yummly Challenge, a new way to showcase premium recipes. Different approaches were explored to highlight its significance and attract attention.
Final Prototype
Data Performance
Conclusion
This effort effectively advanced the Yummly Recipe Experience 2.0. The new homepage received excellent feedback and guidance post-launch to enhance the overall experience.