Over the course of two weeks, we built a research plan and conducted in-depth interviews and observations with 4 individuals who work irregular, overnight shifts, including three nurses and 1 hotel concierge.
We knew interviews alone would only give us a glimpse into what our user group’s food habits looked like, so we asked each participant to help us better understand their experience through different tools, including a camera journal, cart sort, shadowing, and daily meal log.
THE 'ASPIRATIONAL HOME COOKER' ISN'T SATISFIED.
Though we heard users echoing the same needs--ownership, variety, and satisfaction--our primary research made clear that not all users in our target audience are inclined to expend the same energy or effort on food preparation. In our following work, we focused on the ‘Aspirational Home Cooker.’
A TYPICAL USER JOURNEY TO A HOME-COOKED MEAL INVOLVES MANY MORE STEPS THAN WE’D EXPECTED, OFTEN SPREAD OVER MULTIPLE DAYS OR SESSIONS.
We mapped each step of the Aspirational Home Cooker's journey to understand where pain points arise and to identify opportunity areas Amazon hasn’t yet capitalized on. It quickly became clear that making a single meal isn’t as simple as it may seem.