SITUATION:MEAL-PLANNING DIARY
Meal Plans MVP feature is heavy and has shown large AOV potential.
What impact does it have? How can we improve the personalization of meal recipes?
How do we grow prospect confidence?
Summary: Mixed-Methods. Golfing Lifestyle & golf cart interface.
I led the design, recruitment, moderating, analysis, and reporting of the following:
Mixed-Methods Diary; Five weeks with Pre-Post data.
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Qualitative: Videos, Images, Open-Text responses.
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Quantitative scales, habits, tendencies, frustrations, etc.
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40 Respondents that completed all 5 weeks.
TASK
Week-by-week measures of Plan-vs-Outcome attitudes of their week’s shopping and meals.
Uncover which cohort/segment we feel may be best to target marketing of the Meal Plan feature?
How does the Meal planning feature in the mobile app help, hinder, or impact meal-planning?
ACTION
Managed A-to-Z...
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Research design
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Recruitment
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Moderated sessions
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expedited findings, &
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executive report.
Dscout Platform Training, collaborated with Meal Plan Product Team.
Diary Study: 3-4 weeks without using Meal Plan feature, 1 week with feature.
IMPACT
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Changes to recipe assortment, cross-pollination on PDP pages, updated filters.
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Meal ideation, happiness, and Meals Expectation vs. Outcomes increases with use of feature.
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All segments, no matter primary grocery & meals focus, had lucrative similarities we could leverage.
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Established user-reported KPIs to benchmark future changes against.
