Waitrose Cook Well

Client

Waitrose & Partners, John Lewis Partnership

Tasks

• User research
• Analytics
• Wireframing
• Prototyping
• Responsive design
• Acceptance Criteria creation
• Design QA & testing

Background

Waitrose Cook Well was a recipe-kit service, trialed for a limited period that aimed to help cooking from scratch.

Existing data, analytics and problem

When joining the project, Cook Well had been operating for a year. Customer feedback had been gathered from feedback surveys and contact post-service. As a product in its early lifecycle, we wanted to get a better understanding of our product-market-fit; is this a product customers truly demanded and how best could we encourage returning customers?

Identifying user and business goals

The main purpose of the online application was for users to select recipes they were interested in and place an order - either as a one-off purchase or weekly recurring order.

1. Improve the usability and mobile experience to increase the recipe selecting and checkout conversion
2. Improve the offering on the homepage to explain the service and benefits

Low fidelity wireframing

On the homepage, the content hierarchy was improved for users to infer the type of website they were visiting and their available options. Links to the categories - experiences and gifts were made prominent above the viewport fold. Previously these were hidden in an expanded navigation drawer.

Outcome and performance