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OrganizEat

The OrganizEat app was created and implemented in 2015 by the homonymous Israeli startup. The founders, Rachel Mislovaty and Michael Kariv have extensive and consolidated careers in the software engineering area. When idealizing the company’s main product, their purpose was to help real people organize and store cooking recipes. Because of that, the current application is extensively tested and user-friendly.

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The problem

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It has been seven years since the app’s original design was launched. Its interface was intentionally planned to look vintage (like a grandma’s recipe notebook), but after these many years, its aesthetic is becoming outdated. Since vintage and outdated are different qualities, the OrganizEat owners contacted me to assist them in refreshing and redesigning their main product.

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The process

 

Because the present application already has a quite large audience with an average of 50-years-old, I had to be very careful about the design updates. This target group tend to dislike radical changes, thus before defining the new guidelines, I developed three new options only for the main screen of the app. We then published the layouts on the OrganizEat social media pages and mailing list to gather enough reactions and feedback. 

 

After consulting experts and collecting more than 95 direct user insights, we were prepared to make more informed design decisions regarding the app’s new interface. Each of the 30 main screens was carefully revisited in terms of aesthetics and usability. Due to the direct contact with the developers, I could gradually test the solutions. By doing so, I better understood which aspects were successful and which still demanded improvements.

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The solution

 

With over 120K organic app downloads, 26K monthly active users, and more than 2M recipes in the system, the application currently has a 4,7-star review in the AppleStore. It is the #1 Free Cooking App on a Cookstr list and was even recommended by Martha Stewart. The smooth user experience and the possibility of storing recipes' pictures are differentials. 

 

By developing a proprietary patent-pending algorithm for automatic recipe extraction, OrganizEat immediately transforms recipes into grocery lists and can be passed on into online grocery orders. It allows the users to directly purchase the recipe's ingredients with 1click from the app and becomes a handful of tools for cooking lovers. Regarding visuals, the new design guidelines included legibility, friendliness, and cleanness.

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The outcome

 

The new layouts are not completely implemented, and the new logo/icon will be launched soon. But, thanks to the constant and consistent user validation, it is possible to say the new design directions are approved by most of the audience. They also mitigated the old-fashioned look and improved a few user experience issues.

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Directly discussing the product requirements with renowned software developers allowed me to foster my interface usability and user experience learnings. Besides, closing the gap between the target inflexibility and the market trends was challenging but rewarding. Henceforth, refreshing this application interface while fulfilling its user’s demands allowed me to tackle the relevance of compromising when being end-result-focused.

MAIN TEAM

 

  • Developers & Supervisors: Rachel Mislovaty and Michael Kariv

  • Product Designer: Rebeca Guedes

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