POTLUCK A collaborative cooking community JON BRENNAN HANNAH PECKHAM

Transcription

1 POTLUCK A collaborative cooking community HANNAH PECKHAM 1

2 Expand consumer interactions to the physical world through a social media-based community. Establish Food Network as an engaging, personal brand. GOALS PROMOTE by creating more opportunities for interaction IMPLEMENT a means for viewers to engage with each other PRESENT an equally personal alternative to food blogging EXTEND interactions to the real world, amplifying our emotional value POTLUCK COLLABORATIVE COOKING COMMUNITY 2

3 CONTENTS RESEARCH Current Trends, Competitive Analysis, Viewer Demographics PROPOSAL Application Concept USERS User Profiles, Use Cases FLOW Functionality Map, User Flowchart WIREFRAMES Hi-fi Wireframes DESIGN Moodboards, Visual Designs CLOSING STATEMENT Benefits Elaborated, Return POTLUCK COLLABORATIVE COOKING COMMUNITY 3

4 RESEARCH TRENDS MOBILE & PORTABLE SOCIALLY OPTIMIZED TV + MOBILE USAGE We are entering the post-pc era: more and more Americans are replacing their laptops with smartphone and tablets. Relevant brands must adapt to this change, delivering targeted content to consumers based on platform. Modern services focus on user connectivity, depending entirely or in part on existing social networks like Facebook and Twitter. This creates numerous opportunities for service enhancement and advertising, while allowing for quick propogation of product information. 86% of mobile users use their mobile device while watching TV. A quarter of them browse content related to what they are watching. The market is ready for supplemental content and interactive tie-ins that can create a more rich, immersive brand experience. IN THE U.S., 1 in 5 owns a tablet MOBILE PAYMENT As evidenced by the App Store, mobile payments are perfect for small impulse buys like apps and in-app purchases. CONTEXTUALLY SENSITIVE In mobile applications, many services leverage the capabilities of the phone s hardware to drive the user s experience. 53% own a smartphone With the rise of Google Wallet, Square, and the extension to physical transactions via NFC technology, we willl see more frequent usage of mobile payment options and larger transactions. For example, in a TV channel application, different information could be highlighted based on the time of day. Or an event application could change its offerings based on the weather. POTLUCK COLLABORATIVE COOKING COMMUNITY 4

5 RESEARCH ANALYSIS FOODILY Social recipe aggregation SEARCH & FILTER Searches recipes across multiple sources and allows filtering through limited content-driven parameters. RICH MEDIA CONTENT All written content is structured and concise, and visual content consists of high resolution, descriptive imagery SOCIAL IMPLEMENTATION Users get immediate visual feedback from social connections involved with the service. FOODSPOTTING Dish ratings and reviews SOCIAL RATINGS Sources social connections for dish ratings and recommendations. USER-GENERATED CONTENT Photographic content is un-edited and uploaded by viewers, creating a feel of authenticity, SPOTLIGHTED BLOG Highlighted content placed under the label of blog, despite being authored as editorial content. POTLUCK COLLABORATIVE COOKING COMMUNITY 5

6 RESEARCH VIEWERS The average Food Network viewer is a: female, middle-aged, upper middle class, home owner. DEMOGRAPHICS 55+ $30k-$50k Rent $50k-$75k Own AGE INCOME $75k+ HOME Male Attended None Female None 1+ GENDER COLLEGE CHILDREN POTLUCK COLLABORATIVE COOKING COMMUNITY 6

7 PROPOSAL CONCEPT Your cookbook connects you to your friends. AUGMENTS EXISTING ipad FUNCTIONALITY Food Network s In the Kitchen app is a digital cookbook filled with over 40,000 recipes from Food Network chefs and TV shows. Potluck is a simple addition to the app, allowing the collaborative cooking of these recipes via social media. ADDRESSES A COMMON PROBLEM Most Food Network viewers have had that moment they find the perfect recipe, but are missing an ingredient to make it. Potluck solves this issue by calling on friends to supply the missing ingredients to any desired recipe. EXPANDS TARGET MARKETS By creating a campaign focused on social media and physical meetups, Potluck inherently lends itself to a younger audience in an urban or collegiate setting. + = POTLUCK COLLABORATIVE COOKING COMMUNITY 7

8 USERS PROFILES CHLOE 20 years old Single Student in Boston, MA Sociology SCOTT 32 years old In relationship Socialite in New York, NY Accountant Lives with three roomates in a school apartment Chloe loves biking and can always be found biking the trails on weekends Chloe is hip, and loves following the most current trends She is tech savvy and owns an iphone and has a tablet for school Shares a loft apartment with Keith, his childhood friend Scott loves going out socially with friends and exploring the city He loves technology and keeps updated on current devices Scott loves travelling and making connections wherever he goes. POTLUCK COLLABORATIVE COOKING COMMUNITY 8

9 USERS USE CASES CHLOE College Female Use Case Scenario NEEDS TO MAKE DINNER Chloe comes home from a busy day of work and classes. She wants dinner, but is up for some socialization with her friends. FINDS A RECIPE Via Food Network s website, Chloe finds something easy to cook by browsing through all of the recipes that had been featured on Food Network s channel that day. MISSING AN INGREDIENT Chloe finds the perfect thing: a recipe for Sesame Tofu that was featured on Healthy Appetite with Ellie Kreiger. While reading through it, she finds that she s missing a key ingredient to make it. INVITES FRIENDS Using Potluck, Chloe sends out a request to select friends on Facebook and Twitter to bring over the ingredients she needs, forming a communal meal. Facebook creates an event to keep track of the details. ENJOYS HER MEAL Chloe prepares the apartment for the night s festivities, and her guests arrive shortly later. She is able to enjoy a delicious meal and catch up with some of her best friends. POTLUCK COLLABORATIVE COOKING COMMUNITY 9

10 USERS USE CASES SCOTT Male Professional Use Case Scenario WANTS TO MAKE PLANS Anticipating the end of the work day, Scott checks his Facebook on his ipad. He wants to do something fun tonight, but none of his friends have made plans. LOOKS UP SAVED RECIPE Scott decides to make his favorite Indian recipe. He found it through the Food Network In the Kitchen app a few months back, and saved it to his account s Recipe Box. MISSING AN INGREDIENT When reviewing the recipe, Scott realizes that he forgot to go to the grocery store last weekend and doesn t have some of the major ingredients he needs to make the dish. SETS DETAILS FOR EVENT Scott plans to have his co-workers over that night around 7pm. He picks who to invite, and what ingredients that are going to need to pitch in. SHARES HIS EXPERIENCE His guests arrive and enjoy cooking together. Scott uploads a picture of the completed meal, and finds it featured on Food Network the next day for other users to see! POTLUCK COLLABORATIVE COOKING COMMUNITY 10

11 FLOW MAP FOOD NETWORK APP RECIPES RECIPE BOX POTLUCK TOOLS CREATE HISTORY SETTINGS SELECT RECIPE Browse Recipe Box INVITE FRIENDS Past Potlucks Facebook/Twitter/FN Friends in Proximity ADD NOTES & PICTURES Upload from Device Use Device Camera Upload from FN Account PAST POTLUCKS Attendees Recipes Pictures/Notes LOGIN Food Network Facebook Twitter PROFILE Picture Description Preferences Allergies/Dietary Restrictions POTLUCK COLLABORATIVE COOKING COMMUNITY 11

12 FLOW FLOWCHART FOOD NETWORK APP RECIPES RECIPE BOX POTLUCK TOOLS CREATE HISTORY SETTINGS SELECT RECIPE Browse Recipe Box INVITE FRIENDS Past Potlucks Facebook/Twitter/FN Friends in Proximity ADD NOTES & PICTURES Upload from Device Use Device Camera Upload from FN Account PAST POTLUCKS Attendees Recipes Pictures/Notes LOGIN Food Network Facebook Twitter PROFILE Picture Description Preferences Allergies/Dietary Restrictions POTLUCK COLLABORATIVE COOKING COMMUNITY 12

13 WIREFRAMES SIGN IN The following wireframes describe the user flow and interactions established in Scott s use case scenario (the flowchart on the previous screen). 1 Below annotations highlight significant functionality and feature sets required. 2 1 User sign-in can be accessed from either the Recipe Box or Potluck pop-over menu. 3 2 Three options for non-members registration to FoodNetwork.com, connecting via Facebook, or signing in via Twitter. 3 User chooses recipes from Recipe Box pop-over to go to that recipe s page. POTLUCK COLLABORATIVE COOKING COMMUNITY 13

14 WIREFRAMES POTLUCK Below annotations highlight significant functionality and feature sets required. 2 1 Each recipe has a clear functional option to create a Potluck. 1 2 Potlucks can also be created through the Potluck menu at any page. 3 On the Potluck invitation page, users can write a description to be sent to potential attendees of the event. Malaysian Indian Curry-Spiced Beef Burgers Scott s Potluck SET THE DETAILS :30 PM Location 4 4 Using traditional ios UI standards, users can set the date, time, and location of the Potluck event. HOST NOTE: 3 Hi Everyone! I would love to see you all tonight at my Potluck after work. We will be making one of my favorite Indian recipes ever! I only need a few ingredients and am excited to hang out and relax after this hectic week. Reply soon if you can come & what you will bring! INGREDIENTS NEEDED what are you missing... THE CROWD search search SEND! POTLUCK COLLABORATIVE COOKING COMMUNITY 14

15 WIREFRAMES INGREDIENTS Below annotations highlight to significant functionality and feature sets required. 1 On tap, a pop-over menu appears showing users the list of ingredients, with options to select or search. Malaysian Indian Curry-Spiced Beef Burgers Scott s Potluck SET THE DETAILS Ingredients needed appear below the entry field in a traditional tag format, allowing easy removal. 7:30 PM Location search ingredients INGREDIENTS NEEDED 1 red pepper olive oil what are you missing... red onion HOST NOTE: jalapeno Hi Everyone! I would love to see you all tonight at my Potluck after work. We will be making one of my favorite Indian recipes ever! I only need a few ingredients and am excited to hang out and relax after this hectic week. Reply soon if you can come & what you will bring! 2 curry THE CROWD search curry garlic salt SEND! search POTLUCK COLLABORATIVE COOKING COMMUNITY 15

16 WIREFRAMES ATTENDEES Below annotations highlight to significant functionality and feature sets required. 1 Options to search through friends via Facebook or Twitter. Malaysian Indian Curry-Spiced Beef Burgers Scott s Potluck INGREDIENTS NEEDED SET THE DETAILS 2 Results filtered while typing. what are you missing curry garlic red onion 7:30 PM 3 Users have easy access to the send button, no matter where on the screen they are currently scrolled. HOST NOTE: Hi Everyone! I would love to see you all tonight at my Potluck after work. We will be making one of my favorite Indian recipes ever! I only need a few ingredients and am excited to hang out and relax after this hectic week. Reply soon if you can come & what you will bring! THE CROWD Location 1 Paige P INGREDIENTS NEEDED 1 search what are you missing curry THE Paige CROWD Peckham Total Guests 5 search search ingredients red pepper olive oil red onion jalapeno curry garlic salt 3 SEND! POTLUCK COLLABORATIVE COOKING COMMUNITY 16

17 HANNAH PECKHAM DESIGN MOODBOARD POTLUCK COLLABORATIVE COOKING COMMUNITY 17

18 HANNAH PECKHAM DESIGN SIGN IN POTLUCK COLLABORATIVE COOKING COMMUNITY 18

19 HANNAH PECKHAM DESIGN POTLUCK POTLUCK COLLABORATIVE COOKING COMMUNITY 19

20 DESIGN INGREDIENTS POTLUCK COLLABORATIVE COOKING COMMUNITY 20

21 DESIGN ATTENDEES POTLUCK COLLABORATIVE COOKING COMMUNITY 21

22 CLOSING STATEMENT Potluck builds an engaged community of Food Network fans, maintaining their excitement and involvement with the brand. BENEFITS WORD-OF-MOUTH AND SOCIAL MEDIA MARKETING an inherently social campaign will gain traction and quickly spread the Food Network brand. LOYALTY AND CONSUMER RESPONSE its usefulness will encourage consumers to return, and engaged consumers will stay active with the brand. A YOUNGER USER BASE expanding the target audience to an impressionable younger demographic will provide numerous revenue opportunities POTLUCK COLLABORATIVE COOKING COMMUNITY 22