Organic Heat & Eat  Food App

Primary Research

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Interview- Questions

Food preferences and options:

What does healthy food mean to you?
What kind of food do you like?
What kind of cuisine do you like to have?
Do you buy ready to eat food?
Do you buy instant food?
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Cooking Behaviour:

How much time do you spend in the kitchen?
Do you cook? If yes, how often?
Do you cook alone?
What do you do when you don't cook?
When do you fall short of time to cook?

 

Food Ordering:

When do you order food?
How frequently do you order?
What are your current options for getting food?
Where do you order food from?
What did you look at while ordering?
Do you have any points of concern with your current options?
Something you would like to change/improve about your current options?
 

Technology Usage:

What features do you use?
Did you use the app or the desktop version?
Why do you use this app or these apps?
What do you look at before deciding where to order from?

 

About QuickFit concept:

Do you know the concept of heat and eat food?
What is your opinion on heat and eat food?
Would you order such food?
Do you like the idea of getting preservatives free, no additive flavors, organic food at your doorstep?

 

Interview- Takeaways

• Most users did not have much knowledge about healthy food but were interested in eating healthy

• People when hungry go for anything easily available

• People put taste first

• Nearby restaurants are also a popular choice

• Everyone eats instant food like maggie

• Users used mobile apps to order 90% of the time

• People don’t want to spend more than 30 minutes in the kitchen

• Users believe in word of mouth a lot

• Some users are excited with the concept of QuickFit and are willing to pay extra for healthy food

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Cognitive Task- Background

Mental models are beliefs that we consciously or unconsciously form from our experiences, which in turn guide our thoughts and actions. 

An understanding of the mental models of users can be used to structure the app in such a way that is intuitive and effortless.

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Cognitive Task- Overview

Users were given a task to place an order & were asked to think out loud during the exercise

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Cognitive Task- Steps involved

• Sign Up

• View FAQs

• Understand what this app offers

• Select meal plan

• Figure out how to navigate

• Apply filters

• Sort the food items

• Add food items to the cart

• Add promo code

• Enter delivery details

• Select payment options

 

Cognitive Task- Findings

• Users get confused with terminology not popular in India like “Zip”

• Users didn’t want to sign up first

• Users had a hard time figuring out what the app offered

• Users did not favor subscription 

• Users liked having FAQ which they could read to understand more about the brand

• Users used features like filter, sort and most popular to select a meal

• Users wanted to have coupon code suggestions

• Users wanted more payment options

• Users looked for information that would help them trust the brand like reviews, ratings, licenses 

• Users had a hard time understanding the icons used for keto, etc

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MARKET RESEARCH:

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Competitors:

• Fresh n Lean - Link

• Veestro - Link

• Eat Clean Bro - Link 

• Freshly - Link

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Competitive Analysis:

This analysis was done for all the mobile sites

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