Foodnest - prototyping a social media platform made for Cooking

Purpose and goal:

The purpose of the project was to gain a better understanding of the user´s driving forces and needs and to investigate the optimal business model for the company. Therefore, the goals of the project were to 1) launch a beta version of the service that would form a basis for further user testing and 2) develop a premium version to prove willingness to pay in the business model.

Expected results and effects:

In April, we launched a closed beta version of the app where user tests and in-depth interviews have shown commitment among users, especially food influencers. We have seen clear signs of a willingness to interact in communities, which has colored our product development plan. The results of the pilot prototype have also replaced our thoughts on a premium version as a payment model. Instead, new models have been identified and will be tested in 2022.

Approach and implementation:

Our key figures have mainly focused on proving the retention of users in the app. We have optimized according to numbers such as number of recipes in a collection, number of saved recipes per user, number of times a user opens the app per week, etc. To understand the driving force in the key figures, we also conducted in-depth interviews with so-called "super-users".

We identified our super-users as food influencers as they are active more recipes at present but lack a tool to both organize their creations and channel to properly communicate with their followers.