The Brief

For the initial release of the New World (grocery retailer) shoppable recipes feature we had a problem - we could not save the recipes the customer shopped unless they were logged in beforehand.

The business were in the process of discovering a full ‘Save recipes’ solution. In the meantime we need a way to save purchased recipes for customers.

The Problem

We could only ‘save’ a recipe at the point that the customer adds the recipe to their trolley from the a third party modal and the customer is logged in. To keep this lightweight we need to be able to do the work without touching the third party modal. Therefore, we need to prompt log in before the modal is opened.

However, this means putting a potential roadblock in a customer’s ideal journey. Enter testing with customers.

The Testing

The purpose of this testing was to see how customers feel about logging in before they can use the Shoppable Recipes and Meal Planner functionality. As well as how important it is to have recipes saved.

I spoke with 7 participants who:

• Cook meals from recipes they find online

• Are any genders and cultures

• Are between 18 and 65 years old

• Shop with Woolworths, New World or PAK’nSAVE (New Zealand’s main supermarkets)

• Purchase groceries online

I tested two prototypes:

• Single recipe - logging in before opening the third party shoppable recipe modal

• Meal planner - option to log in before accessing the Meal Planner or to continue to Meal Planner without logging in

Single Recipe Prototype

“The step of logging in is not an issue. My browser remembers my accounts. So, the process would be super quick.”

• 6/7 participants were happy to log in/register (we took 3/7 participants through the register flow)

• The 7th participant said they would probably abandon. However, after they saw the feature, they said logging in was worth it.

• 3/7 participants didn’t notice the helper text under the button (“Logging in allows us to save your recipe.”) so this needs to be clearer.

• 3/7 participants stated that knowing logging in saves their recipes would make them want to log in or register if they did not already have an account.

• No participants expressed any problem with needing to click the ‘Shop for ingredients’ button again after logging in.

Meal Planner Prototype

“Create a meal plan sounds like something I would need to log in to use."

• 6/7 participants stated that they expect to have to login for this kind of feature.

• 5/7 liked the ‘continue without logging in’ option, saying that is would be useful for people who don’t have an account already.

• 6/7 would make sure they are logged in so that their recipes are saved and understand that without logging in their recipes wouldn’t be saved.

• However half participants didn’t initially notice the helper text so this needs to be made clearer.
  
  

“Having 'continue without logging in' may be appealing for new customers.”

The Results

Participants generally did not mind logging in, especially when the benefit is highlighted before-hand. They understood and liked that logging in saves recipes for them.

I found that the proposed interim solution was fit for purpose, with the addition of:

• Clearer ‘helper text’ that explained the benefit of logging in

• A ‘continue without logging in’ option on single recipe