Gousto is racing to be the category king of meal kit recipe boxes. Their advantage is their scale and their ability to offer more meaningful choice to their customers. Our challenge was to help Gousto explore a future menu experience and identify potential problems or changes in user behaviour if there was significantly more recipes available to customers each week.
We unlocked a much deeper understanding of what ‘meaningful choice’ means to customers and identified the most important problems to solve to deliver the most value. Our results from prototype testing gave the business a clear direction in their product and discovery strategy along with a new set of rapid prototyping tools they could use to continue exploring and testing solutions.
“We’ve loved working with Pattrn because of the way they’ve committed to our long term success. The team has been working hand in hand with our own product teams. They’ve worked with our people to further develop our capabilities through in-depth Jobs to Be Done survey, establishing documentation and sharing best practises, and developing tools together. Their impact goes much beyond the project we tasked them with.”
Working closely with the discovery and insights teams within Gousto we defined a clear research plan. With clear purpose and perspective we followed and updated a live backlog of research to be conducted. We shared our discovery frameworks to enhance and compliment Gousto’s discovery function.
In order to understand how users’ behaviours would change when presented with more choice we emulated and tracked a scaled version of the existing experience using hundreds of recipes instead of 50. We conducted the test at a large scale in order to improve the tests accuracy, in the end we reached over 3000 customers.
We assumed from the outset that any problems or frustrations that users had with the current menu would be significantly amplified once Gousto scaled their menu. Speaking with customers gave us a clear understanding of their mental models and frustrations. Clear patterns emerged and we documented the findings as jobs-to-be-done, opportunity areas and problem statements.
It was imperative to learn how important our menu experience insights were. The objective of the survey was to rank how important the customer’s jobs are and how satisfied or dissatisfied they were. This evidence highlighted the valuable opportunity areas.
Working closely with the Gousto team we generated multiple assumptions on how we would solve the priority problems. This multidisciplinary mix of viewpoints accelerated the iteration of ideas which resulted in a subset of high quality solutions. We challenged ourselves to find competing solutions in order to test the boundaries of the hypotheses.
For the most accurate results, we brought prioritised solutions to life using real data and coded prototypes to help users trust the usability and viability of each solution. The tests helped us know which ideas could be brought into production and to learn more about the users’ mental models.
The outcome of the project gave the business a much better understanding of customer behaviour around recipe choice. We worked hand in hand with the Gousto team to communicate our findings in a way that resonated with key stakeholders which in turn provided their teams with a clear direction for the roadmap ahead.
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