Modern Ayuvedic Culinery Services
Cooking with Om is an LA-based startup that provides vegan and Ayurveda-inspired culinary services. It provides cooking classes, meal delivery, catering services for people who usually have some food restrictions or embrace Veganism and holistic diet, called Ayurveda. The founder, Om Rishikesh needed to find a way to expand his client base including people who are not familiar with Ayurveda, and I re-designed his website.
Project Scope: Research, Brand Identity & Web Design
Tools: Sketch, Flinto and InVision
Opportunity: There is no website that covers vegan and Ayuvedic diets. Also, the website would provide customized culinary services and recipes that users can adjust and modify based on their body type, which they can find out after a phone consultation.
I first did quick but multiple user testing on his existing website. One of the repeated feedback was the website is not communicating about the core value of the services. The users were confused about the main goal of the website and couldn't understand his cooking style fast enough. I needed to find the message to focus and decided to talk to his existing clients to understand their motivation to use Om's services.
Users have drawn to "customization & education" aspect of the meal service and recipes. Om has adjusted his services to each client's needs, and his dedication and adoption were the big factor on gaining trust. Users were also satisfied that they don't have to cut down some ingredients completely, making a healthy diet become a stressful process. Om instead helped them understand their body types by discussing their habits and lifestyle and led them to adjust their diet naturally and gradually. I needed to focus on them throughout the website.
"During the cooking class, he told me what is good to eat according to my body type. It was like experience, it was not a formal. Now I can adjust any recipe to fit my body type based on what I learned from him."