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