In this project, I will share the design process and reasoning behind the design decisions I made to redesign the homepage on Yummy App and increase average user engagement time.

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Background

Homepage is the initial page that users access when returning to the application. This page should be able to represent most of the features in the application. If the homepage is good then the application will feel good overall and vice versa, if the homepage is boring, then the application will feel boring too.

The current condition of Yummy App user retention can be said to be adequate with an average engagement time of 3 minutes/session and 7 minutes/user. However, there has been no development since last year and tends to decline. This indicates that the Yummy app is unable to maintain the interest of its users to stay and use the Yummy App for a long time. User engagement tends to decline sharply from day 3 based on analytics and there is no more interaction after 30 days. This is most likely caused by one of the Home screens when seen from the UEQ in the last UX Audit.

Objective

  1. Increase the average engagement time of Yummy users by making it easier for users to explore the recipes on Yummy.
  2. Increase user retention which will also increase loyal Yummy app users.

Research

Before designing the application design, we must have a clear understanding of the purpose of revamping the homepage and the tasks the user will perform. The research method used is an online survey using the User Experience Questionnaire (UEQ.

What is the User Experience Questionnaire (UEQ)?

UEQ (User Experience Questionnaire) is an easy and efficient tool or questionnaire for measuring User Experience (UX). UEQ makes it easier for us to measure UX in an application design. UEQ contains 6 assessment scales, namely:

  1. Attractiveness: Do users like or dislike the product?
  2. Clarity (Perspicuity): Is it easy to get to know the product? Is it easy to learn how to use the product?
  3. Efficiency: Can users complete their tasks without modest effort?
  4. Accuracy (Dependability): Does the user feel in control of the interaction?
  5. Stimulation: Is it interesting and motivating to use the product?
  6. Novelty: Is the product innovative and creative? Does the product capture user interest?