Uprising Food Inc. is on a mission to bring Keto-friendly bread to the masses. They teamed up with a local Cincinnati bread icon in order to make a Ketogenic-approved bread that above all, tastes great. The website was launched in March of 2019 and has been a great success.
Uprising Foods Inc. wanted to provide a helpful tool for the “Keto Switcher.” The goals of this tool are to provide value for the customer, gain leads for their Shopify store, and build loyalty among their current customers.
The solution was to create a calculator to determine how much Keto bread the user should be consuming. In order to keep costs down, we developed the tool in Typeform while matching Uprising’s style and branding guidelines.
As part of the Uprising Calculator Tool Project we held a kickoff meeting. The purpose of this meeting was to get to know Uprising, their target marketing, and make sure everyone was on the same page for the project. My key findings included:
Company Goals - Uprising hopes to discover things Keto Switchers are experiencing and prioritize the things they are solving around those opportunities.
Target Market - Uprising’s target market is the Keto Switcher, or someone new to Keto or eating low-carb.
Competition - Uprising competes on taste first, Keto second. Most of the competition does the opposite. Uprising wants to be the best tasting, full stop. Now let's look at how this is the best for the Keto lifestyle.
Project Goals - To understand the hero buyer and create a tool that’s meaningful and useful to the user.
Next I created a user survey in order to gather more data on the user. This survey was sent to current customers, potential customers, and posted across social media channels. We targeted people who were currently living a Keto lifestyle, or had in the past. My key findings from over 100 participants:
40% of participants heard about Keto through a friend. 35% heard about Keto online.
Once participants discovered Keto, they sought more info online from pod casts, blogs, Facebook, and YouTube.
99% of participants had tried other diets or nutritional guides before.
The top 3 reasons people were doing Keto were to lose weight, help with specific health issues, and gain better physical and mental health.
The biggest hurdles people faced when it comes to Keto were integrating the food with their family’s lifestyle and giving up some foods like bread and sugar.
Using the data from the user survey, I recruited three participants that fit into the target market and majority demographic we were looking for. This helped to dig a little deeper into some of the issues Keto switchers face. The two key takeaways were:
Keto switchers are busy
Keto switchers struggled to make Keto family-friendly
Since the website and Facebook page had been up-and-running for some time, I was able to leverage some of the user data from those sources as well. This data was used to build personas and pain points.
Based on the research, I created two user personas. The first being the “Keto Switcher” and the client’s target market. The second, “Keto Expert,” was a majority of the client's existing customers.
Next, I created a user journey to dig deeper into the user’s process of starting a Keto lifestyle. This helped me to understand some of the user’s most common pain points and ultimately what the best solution would be.
Food cravings, missing certain foods like carbs, sweets, and fruit.
Food on-the-go including eating out, food while traveling, and quick snacks.
Preparing delicious food for non-Keto family and friends.
With all of our research at hand, I arranged for an ideation workshop with the client. We created and answered “how might we” questions in order to brainstorm solutions that best fit the user. Two of the main questions we focused on were:
Based on our workshop, the solution was to create a tool that focused on the whole family, not just the “Keto Switcher.” This would help the user and their family enjoy some of their favorite bread-based meals that they have been missing. This tool would help the user understand how much bread to order and how often, as well as include easy recipes based on the user’s feedback and preferences.
In order to articulate how this tool will provide value to the user, I created a user story. I also included requirements in this document.
Before diving into Typeform, I utilized a spreadsheet to create a prototype of the calculations that would be needed. We did internal testing to ensure accurate calculations.
Because I was using Typeform, I took the spreadsheet calculations, utilized a system template with a generic look in order to start testing quickly. Later, I customized the design to match the Uprising branding.
We used usertesting.com in order to conduct an unmoderated test. We recruited three participants via usertesting.com’s platform. These participants fit the Keto Switcher persona: 35-50 year old females in the United States.
I addressed the confusing questions with some slight copy or format changes. The questions that users had concerns about were business requirements and were not removed.
In the end, we created a tool that is useful to the user and the client was able to better understand their users.
One challenge I ran into was curating artwork for the quiz results. We had originally planned on having custom artwork for each quiz result. Due to budget constraints, I came up with an alternative utilizing free stock images customized to match Uprising’s branding.
The second issue I ran into was that Typeform wouldn’t allow for us to send customized email results to the users. Unfortunately, we didn’t find a solution for this at the time but there were a few solutions that the client may implement in the future.
Despite going past the original deadline, we were able to stay on budget with the final product. If budget was unlimited, I would have liked to address some of the issues with Typeform.
After a month of being live, the quiz had a 25% completion rate. As predicted, the largest abandonment rate occurred when users were asked for their email address.
During this project I worked closely with the company stakeholders who were key to knowing the company and its goals. A very special thanks to Lindsay Neibauer for writing most of the copy and playing a vital role in internal testing.