Andrew Huang

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Andrew Huang

meals

A gig economy for Amazon that utilizes ghost kitchens for Chefs to earn profit selling delivered meals.

Problem

People passionate in cooking want to sell their own recipes they've created but do not have a platform to sell their unique meals to customers.

Project Vision

Amazon Meals allows chefs who want to cook unique recipes and sell to customers without having to open a restaurant.

meals

A gig economy for Amazon that utilizes ghost kitchens for Chefs to earn profit selling delivered meals.

Problem

People passionate in cooking want to sell their own recipes they've created but do not have a platform to sell their unique meals to customers.

Project Vision

Amazon Meals allows chefs who want to cook unique recipes and sell to customers without having to open a restaurant.

meals

A gig economy for Amazon that utilizes ghost kitchens for Chefs to earn profit selling delivered meals.

Problem

People passionate in cooking want to sell their own recipes they've created but do not have a platform to sell their unique meals to customers.

Project Vision

Amazon Meals will help chefs who want to sell their cooked meals to customers without having to open a new restaurant to start their passion in cooking.

Problem

People passionate in cooking want to sell their unique recipes they've created but do not have a platform to sell their meals to customers.

Project Vision

Amazon Meals allows chefs who want to cook unique recipes and sell to customers without having to open a restaurant.

FEATURE 01

Create your virtual kitchen.

Chefs can create a virtual kitchen by creating meals that allows them to publish for customers to order.

FEATURE 02

Search created meals ingredients.

Chefs are able to select their ingredients based on the meals they created, which Amazon Meals will gather those ingredients for chefs to add to cart.

FEATURE 03

Upgrade your meals with ingredients.

Chefs are able to view key ingredients inside a selected meal, making easy changes to update their meals.

Chefs are able to view ingredients inside a selected meal, making easy changes to update their meals.

DESIGN JOURNEY

Emphasize

Research and Discovering Challenges

Define

User Insights and Pain Points

Ideate

User Tests and Visual Language

Created by Vectorstall

from the Noun Project

Prototype

Information Architecture and User Testing

Test

Outcomes and Next Steps

Emphasize

Research and Discovering Challenges

Define

User Insights and Pain Points

Ideate

User Tests and Visual Language

Created by Vectorstall

from the Noun Project

Prototype

Information Architecture and User Testing

Test

Outcomes and Next Steps

RESEARCH

Researching Chef's Needs

Many people are passionate in cooking and want to share their own unique recipes by cooking for others. Chefs need an application to publish their meals made by their unique recipes.

Many people are passionate in cooking and want to share their own recipes by cooking for others. Chefs need an application to publish their meals made by their unique recipes.

Opening New Job Opportunities

With widely available ghost kitchens, Chefs who want to sell their meals to customers have the opportunity earning income without having to open an entire restaurant.

With widely available ghost kitchens, chefs who want to sell their unique meals to customers will have the opportunity earning income without having to open an entire restaurant.

MISSION STATEMENT

The Chef's goal is to translate their culinary expertise into part-time earnings, affording them creative autonomy and scheduling flexibility.

The Chef's goal is to translate their expertise into part-time earnings, affording them creative autonomy and scheduling flexibility.

COMPETITORS RESEARCH

What They Do

Blue Apron attracts customers with meals and delivers the groceries of the ingredients needed to cook the meal with step by step instructions on how to cook the meal.

What They're Good At

Showing delivery dates of when the food is being delivered to customer’s house.

Showing delivery dates for when the food is being delivered to customer’s house.

Showcases the meals well and displays the details of the time needed to cook.

Organizes the food categories based on personal taste (e.g. vegetarian, beef).

Organizes the food categories based on personal taste (e.g. vegetarian, beef)

What's Missing

No fast way for customers to cook meals they have never cooked before.

No option to order cooked meals when users don't have enough time to cook.

Customers aren't able to view more similar recipes from a meal they enjoyed.

What They Do

Door Dash is a gig economy app that allows Door Dashers to earn income by delivering meals from restaurants to the customer's doorstep when ordering from Door Dash.

What They're Good At

Delivers freshly cooked meals from restaurants requested by customers.

Intuitive UX/UI fosters efficient food delivery and an enhanced customer experience.

Focused on making sure customers have received the items requested.

Promotes coupons and incentives for customers to buy certain meals.

What's Missing

Not allowing chefs to create their own meals to deliver to customers.

Lack of personalized recommendations hindering food choices for each individual.

Meals only coming from well known restaurants, excluding taco trucks.

Absence of real-time delivery tracking impacts transparency when ordering.

Time of arrival is a lot of the times late due to self-employed delivery.

Missing interactive feedback, which loses opportunities for users to provide input.

SECONDARY RESEARCH

How Amazon can Provide for Users

Amazon is an excellent company to partner with as an extension due to its reliable delivery service and the potential to tap into the ghost kitchen industry, providing convenience and growth opportunities.

TARGET AUDIENCE

Who are the users?

Chefs

Chefs needs to open kitchens to create menus with meals to sell to customers.

Cooks

Hired by Chefs, Cooks help cook the ingredients brought by the talented Chefs.

Customers

Customers order unique meals prepared by Chefs and Cooks delivered to their home.

INTERVIEW INIGHTs

“

I want to explore my creative cooking skills by creating a unique recipe for others”

- Chef Curtis

Goals

Embark on the journey to cook and create his own sensational recipe menu.

Craft earnings through a part-time job in cooking to generate income.

Experience the freedom of tailoring work hours to perfectly fit his lifestyle.

Frustrations

Unable to share his thoughtfully crafted menu with the eager public.

Concerned about the current part time jobs to meet his requirement to pay rent.

Absence to flexible work schedule that would align towards needs.

Absence to flexible work schedule that would align towards needs & commitments.

TAKEAWAYS

What I've Learned

After researching and subscribing to Blue Apron, I figured out that it took 1-2 hours to finish cooking each meal. Many users did not have the time to cook new recipes on a regular basis.

The chef aims to craft a recipe that showcases each unique approach to deliver an exceptional dining experience through imaginative meals, driven by a passion to stand out.

After researching and subscribing to Blue Apron, I figured out that it took 1-2 hours to finish cooking each meal. Many users did not have time to cook new recipes on a regular basis.

It seemed easier for customers to order freshly cooked meals premade by Chef's that are passionate in cooking.

Chefs can earn income by preparing cooked meals for the customers to purchase. The customers would be paying for the Chef's cooking service.

INFORMATION ARCHITECTURE

Creating Structure for Chefs to Sell Meals

Planning user flows on how Chefs are able to create meals within menus to open a virtual kitchen that attracts customers.

Challenges

Lacking Hierarchy and Consistency

Challenges for the First Approach

My initial approach was characterized by numerous primary actions and an inconsistent flow, posing significant challenges in maintaining a coherent and effective sense of knowing where the user is headed.

New approach

Organizing the Experience with Amazon Fresh

Using Amazon Fresh Design System

By avoiding an overload of primary buttons, I was able to give chef’s a list of everything the need to create a meal inside their profile helps ease the experience of overwhelming excessive options.

By avoiding an overload of primary buttons, I was able to give chef’s a list of everything the need to create a meal inside their profile helps ease the experience of overwhelming options.

what i’ve learned

By using Amazon Fresh components, I extended user experience cohesively for comfort during expansion.

By focusing on Chef's Flow, it was able to show more connection on how I would design for the rest of the target audience.

I was able to understand the goal for Chef's through user interviews which led to a successful user flow for the interface.

Understanding the goal for Chef's through user interviews led to a successful solution in the interface.

NEXT STEPS

Collaborate with other chefs to make unique recipes. Establishing partnerships will allow these chefs to showcase their signature dishes through the Amazon Meals app.

Integrate features that allow customers to customize their meals with additional add-ons based on dietary preferences, or special requests by customers to provide a personalized dining experience.

A step by step guide to help users to become chefs who cook, helping them explore the kind of meals they would be passionate in cooking.

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@ Andrew Huang 2023

Amazon Meals

Product

Research/Design

Outcome