24/7 Culinary Help

Food Network Kitchen is the go-to platform for customers to watch, learn, and enjoy content related to food and cooking. We give them access to their favorite cooking shows, classes, how-to videos and recipes across all of their devices, making us the trusted expert that is always there for them, wherever they are.

We’re expanding on that concept by providing on-demand help and advice to our subscribers, answering any of their cooking, meal planning and food-related questions with our staff of culinary experts, providing detailed, timely, and thoughtful advice that is a clear step above what can be found by digging through search engine results and YouTube.


UX Research and findings

Objective:

  • Learn about user’s needs and behaviors around digital 24/7 Culinary support.

  • Participant Information:

    • 1,210 total responses

    • 235 Male

    • 940 Female

SUMMARY:

  • Most respondent’s used Google to get culinary help today. They preferred it over other sources because it was faster, and easier to use

  • They mainly are searching for help with getting inspiration for new things to cook

  • When asked about their biggest frustrations with getting culinary support, respondents aged 35 - 55 said that they didn’t have time to look for help, while respondents aged 18-34 said their biggest frustration was that they didn’t know where to get the best advice

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 Customer Journey

Based on our research our key take aways were to make the 24/7 culinary support experience very different from a google search and customer support.

It would be culinary experts answering questions which would deliver both speed and quality.

Meaning it would be a very quick response along with an answer that is meaningful and useful to our customers.

Hence, our persona Zoe has three different phases when she thinks of our culinary support.

  1. Planning to cook

  2. Shopping for ingredients

  3. While Cooking

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Low - Fidelity wireframes

Based on the customer journey we have elaborated it further in to low fidelity user flows.

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High Fidelity - Wireframes

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Conclusion

Currently we are refining the designs and getting it reviewed by our leadership team. Once we have the green signal on that we will closely work with the engineers to bring this to life.