My Role
Over the course of 3 months, I led all phases of the design process, alongside a Product Manager, working closely with a Product Owner and Tech Lead. My responsibilities included facilitating workshops, conducting user interviews, uncovering and distilling insights, building early user flows, sketching wireframes, creating high-fidelity designs, testing prototypes with customers, and coordinating the handover process with the development team. Sidekick Home launched in September 2023.
Challenges
Fostering an in-app community came with several significant challenges. First, we needed to design features that seamlessly integrated into the app experience without overwhelming or distracting users from their primary goal: cooking at home. Striking the right balance between usability and engagement was a critical focus throughout the process. Creating meaningful interactions also required a deep understanding of users’ nuanced needs. How could we build a space where they felt genuinely motivated to connect and share? To answer this, we relied on user behaviour analytics and in-depth interviews to uncover insights and ensure our approach resonated with our audience.
Target Audience
At the heart of our community-focused initiative was understanding who would benefit most from these features. Our research revealed two key user groups. First, collaborative planners—those who enjoy sharing the responsibility of meal planning and shopping with a partner. This group values tools that make decision-making seamless and inclusive. On the other side, we identified solo cooks, who represent 68% of our users and often take charge in the kitchen while others handle cleanup. For them, the focus shifts to efficiency and personalisation, as they’re looking for inspiration to adapt recipes to their tastes. Across both groups, we found a shared curiosity about how others adapt recipes, an opportunity to inspire and connect users through community-driven insights.
Research
Our research revealed a significant issue: users were frequently sharing accounts within their Sidekick subscription. This posed a clear risk of revenue loss while highlighting the need for features tailored to multi-person households. To address this, we developed a plan centred on the shared experiences users valued most, guided by research and ongoing feedback. We also conducted additional studies to assess users’ willingness to adopt a new pricing tier that aligned with these enhanced features.
Solution
Unlike its competitors, Sidekick Home stands out as the only product offering a shared Home account with practical features such as a shared shopping list and weekly plan, enabling seamless, asynchronous planning for households. To further personalise the experience, we introduced "Community Twists," a feature that lets users share and "Clap" for recipe alterations, with the most popular comments gaining prominence.
Leveraging AI
By leveraging Descript, we created audio guides featuring the voices of Sorted Food's on-screen personalities. Fans could now follow step-by-step cooking instructions narrated by their favourite Sorted Food stars, enhancing the emotional connection to the brand. This feature not only deepened brand engagement but also improved usability by allowing users to listen to instructions hands-free, eliminating the need to constantly check their phone screens. User feedback validated the impact, with a sentiment score exceeding 88% for this new feature, a major win for both accessibility and user satisfaction.
Outcome
As hypothesised, removing account sharing in Sidekick sparked considerable backlash, but it was a necessary step. The new pricing model and feature releases delivered a 47% increase in LTV (from £35 to £56). In the first month post-launch, users contributed over 900 Community Twists, driving a 32% rise in recipe customisation and experimentation, showcasing the impact of user-driven innovation.
Learnings
During this project, I learned the value of prioritising "good enough" designs to deliver effective UX. My focus was on getting features out the door efficiently, rather than obsessing over pixel-perfect details or reworking legacy components. This approach ensured the product met user needs and project timelines without unnecessary delays, proving that well-thought-out, functional designs often outweigh perfection in fast-paced environments.
If you would like to learn more about this project, please get in touch. I'm always open to chat.
