Munchies Mood

Munchies Mood is a personalized food experience to help you become more aware of your inner emotions and body.

Timeline

Jan. 2022 - May. 2022 (5 Months)

Timeline

Jan. 2022 - May. 2022 (5 Months)

Timeline

Jan. 2022 - May. 2022 (5 Months)

Timeline

Jan. 2022 - May. 2022 (5 Months)

Company

VICE Media Group

Company

VICE Media Group

Company

VICE Media Group

Company

VICE Media Group

My role

Lead UI/UX designer

My role

Lead UI/UX designer

My role

Lead UI/UX designer

My role

Lead UI/UX designer

Collaboration

2 UI UX Designer, 1 Product Manager, 1 Design Researcher

Collaboration

2 UI UX Designer, 1 Product Manager, 1 Design Researcher

Collaboration

2 UI UX Designer, 1 Product Manager, 1 Design Researcher

Collaboration

2 UI UX Designer, 1 Product Manager, 1 Design Researcher

Context

Vice Media is looking to update
their Munchies page (food channel). Why?

It’s experiencing relatively lower traffic

💨

It’s experiencing relatively lower traffic

💨

It’s experiencing relatively lower traffic

💨

It’s experiencing relatively lower traffic

💨

Adverse effects on revenue and overall performance

💸

Adverse effects on revenue and overall performance

💸

Adverse effects on revenue and overall performance

💸

Adverse effects on revenue and overall performance

💸

Our team is collaborating with Munchies, Vice Media’s food channel, to help bring innovative digital solutions for expanding web traffic and engagement rate.

HMW

How might VICE Munchies page boost up their user engagement rate though leveraging food experiences and address the pain points of Gen Z?

Youths are Munchies's targeted users

Vice Media is looking to update
their Munchies page (food channel). Why?

Our team is collaborating with Munchies, Vice Media’s food channel, to help bring innovative digital solutions for expanding web traffic and engagement rate.

Understanding users through talking with them directly

We conducted 60 interviews and a focus group discussion to dive deeper into understanding our users and see how Munchies could serve as a medium to bring happiness or relieve stress.

Research Finding 1

80% of respondents often associate food choices with their emotions

Comfort foods like desserts and snacks are preferred when feeling stressed or sad.

Research Finding 1

80% of respondents often associate food choices with their emotions

Comfort foods like desserts and snacks are preferred when feeling stressed or sad.

Research Finding 1

80% of respondents often associate food choices with their emotions

Comfort foods like desserts and snacks are preferred when feeling stressed or sad.

Research Finding 1

80% of respondents often associate food choices with their emotions

Comfort foods like desserts and snacks are preferred when feeling stressed or sad.

Research Finding 2

75% of respondent finds personalized content is very important

Users prefer personalized recipes based on mood and dietary preferences.

Research Finding 2

75% of respondent finds personalized content is very important

Users prefer personalized recipes based on mood and dietary preferences.

Research Finding 2

75% of respondent finds personalized content is very important

Users prefer personalized recipes based on mood and dietary preferences.

Research Finding 2

75% of respondent finds personalized content is very important

Users prefer personalized recipes based on mood and dietary preferences.

Research Finding 1

80% says interactive content is highly enjoyed, especially quizzes and polls.

Users want more interactive features like mood quizzes and cooking challenges.

Research Finding 1

80% says interactive content is highly enjoyed, especially quizzes and polls.

Users want more interactive features like mood quizzes and cooking challenges.

Research Finding 1

80% says interactive content is highly enjoyed, especially quizzes and polls.

Users want more interactive features like mood quizzes and cooking challenges.

Research Finding 1

80% says interactive content is highly enjoyed, especially quizzes and polls.

Users want more interactive features like mood quizzes and cooking challenges.

Research Finding 4

65% of respondents frequently share food-related content on social media

Motivations for sharing include showcasing cooking skills and connecting with friends.

Research Finding 4

65% of respondents frequently share food-related content on social media

Motivations for sharing include showcasing cooking skills and connecting with friends.

Research Finding 4

65% of respondents frequently share food-related content on social media

Motivations for sharing include showcasing cooking skills and connecting with friends.

Research Finding 4

65% of respondents frequently share food-related content on social media

Motivations for sharing include showcasing cooking skills and connecting with friends.

Our team is collaborating with Munchies, Vice Media’s food channel, to help bring innovative digital solutions for expanding web traffic and engagement rate.

Web Crituqe

Following the interviews, we conducted design critique, leveraging comprehensive feedback collected regarding the current webpage.

Brainstorming

After all the research and insight defining, we connected the dots and did a sensemaking workshop within the team. We came up with the core functionality for the web redesign.

Based on our discussions and analysis, we confirmed our design goals,
which are insights into the direction we're heading.

A medium to look inward

🧘

While we are living in a fast-paced society, the awareness of your current situation would serve as a catalyst for taking action in dealing with personal mental health.

A medium to look inward

🧘

While we are living in a fast-paced society, the awareness of your current situation would serve as a catalyst for taking action in dealing with personal mental health.

A medium to look inward

🧘

While we are living in a fast-paced society, the awareness of your current situation would serve as a catalyst for taking action in dealing with personal mental health.

A medium to look inward

🧘

While we are living in a fast-paced society, the awareness of your current situation would serve as a catalyst for taking action in dealing with personal mental health.

A channel to release tension

🎤

Cooking could become a way for us to slow down and connect with ourselves. In addition, it can help you release any tension you might be carrying around.

A channel to release tension

🎤

Cooking could become a way for us to slow down and connect with ourselves. In addition, it can help you release any tension you might be carrying around.

A channel to release tension

🎤

Cooking could become a way for us to slow down and connect with ourselves. In addition, it can help you release any tension you might be carrying around.

A channel to release tension

🎤

Cooking could become a way for us to slow down and connect with ourselves. In addition, it can help you release any tension you might be carrying around.

A place to connect with others

👥

The youths are facing a complex problem and by sharing both of their struggles and learnings can help to give a sense of belonging.

A place to connect with others

👥

The youths are facing a complex problem and by sharing both of their struggles and learnings can help to give a sense of belonging.

A place to connect with others

👥

The youths are facing a complex problem and by sharing both of their struggles and learnings can help to give a sense of belonging.

A place to connect with others

👥

The youths are facing a complex problem and by sharing both of their struggles and learnings can help to give a sense of belonging.

The Strategy

What'd be the core of the Munchies Page redesign?

Munchies Mood, a mood quiz to get you personalized recommendations for food ingredients and recipes. It will include 3 section:
(1)a quiz section, (2)a food library section, and (3)A space section for sharing your own recipe.

The following Infomation Architecture outlines how each section will be implemented.

Layout exploration

Starting off, we try to create iterations of an engaging, user-friendly Munchies page that enhances the personalized food experience.

Final Screens

With several additional feedback we recieved, we finalized our Munchies Mood experience.

Impact

27% reduction in bounce rate from user testing

Munchies Mood has successfully reduced the bounce rate from 45% to 20%. The clear navigation, engaging hero sections, and personalized content have kept users on the site longer, exploring recipes and participating in community activities. The exit rate on key pages like the home page and recipe search has decreased by 30%.

42% increase in social sharing from user testing

The new design of Munchies Mood encourages users to share their culinary creations and favorite recipes on social media. This has resulted in a 40% increase in shares, with the average daily shares rising from 100 to 140. The platform's reach has expanded, bringing in 20% more new users from social media referrals. Additionally, user-generated content shared on social platforms has increased by 35%