Recipe content resonates strongly with ADUSA customers, but are currently underutilized, failing to appear at critical moments like search, where customers are actively discovering options and could benefit from relevant recipe inspiration.
I reviewed existing research and audited the recipe center search experience, which showed low engagement (under 1% click-through rate) due to limited visibility and desktop-only access, restricting app users from discovering and using recipe content.
recipe center mapping
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Recipe inspiration is missed at key moments
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Customers are not being surfaced relevant recipe inspiration at key decision-making moments, reducing engagement when intent to purchase is highest
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Low-relevance results doesn't match user intent
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Search results are often low relevance, with irrelevant sponsored content increasing cognitive load and making product discovery more difficult
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Personalization gaps limits discovery
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Weak personalization in search and recommendations limits recipe and product discovery, despite evidence that recipe engagement drives 15–20% higher order value and increased overall grocery spend
From there, it became clear that recipe discovery is limited, prompting an analysis of in-market competitors and e-commerce brands to understand how best to prioritize recipe content, structure search, and drive engagement and conversion.
Recipe Page
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scannable step-by-step layout with low friction
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seamless “add to cart” integration to drive conversion
Search
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early recipe surfacing within search dropdown
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trend-led discovery for faster inspiration
Recipe Tile
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dynamic imagery with benefit-led titles
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at-a-glance cues: cook time, popularity, social proof
Recipe Center
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strong filters for fast discovery & one-tap add to cart or shopping list
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ratings and reviews for quick decisions
Through competitive analysis, I identified a key challenge: balancing recipe inspiration with efficient search functionality. How might we introduce moments of discovery and delight within search without disrupting the path to purchase?
I then identified key design requirements based on content prioritization, engagement, and structural patterns to guide the design exploration phase.
design requirements
I developed 3 design concepts that explore how to integrate recipe content into search in a way that increases engagement while preserving core search functionality.
Recipe Discovery Spotlight:
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inspiration, front and center
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highlight recipe cards with a dynamic, engaging section
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use adaptive tile sizes to emphasize trending and relevant recipes
From these concepts, the tabbed recipe experience emerged as the strongest solution, preserving search functionality and intent while enabling users to explore, save, and easily return to recipes.
recipe tabs
recipe card
recipe info preview
recipe detail page (RDP)
like & save
ios demo
recipe tabs
recipe detail page (RDP)
recipe card preview
save / favorite
social sharing
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add-to-cart cta
desktop demo
🤝 Working Better Together:
Partnered with developers and product managers to refine design solutions and drive alignment across teams
📖 Setting the Scene:
Bridged context across cross-functional teams, translating insights and decisions to create shared understanding and alignment
💪️ Designing Through Change:
Stayed flexible through shifting priorities, iterating quickly and navigating last-minute changes to keep work moving forward
