Who is my audience?
Thoughtful target analysis:

 

The failure of more than every eighth start-up business is because of not having analyzed the target audience. I guess, the same rules can be applied on my MA project.

Target:

Unfortunately, my app is not intended to be for a specific niche audience which makes it harder for me to define a specific target. Cooking can be enjoyed and done by basically everyone worldwide. However, some specifications can be found below.

INCLUDING:

  • young and active
  • app and smartphone usersAccording to The Statistics Portal (2016) 25-54 year old people use the highest number of apps while 18-24 year olds spend the most time on using apps. 18-45 year olds appear to be the most likeliest persons to use apps. There are significantly less users of apps aged 55+.

    The app should be launched on 16 October (World Food Day) in 2020 or 2021. According to Macworld’s article “iPhone 8 and beyond” that has been released just 10 days ago, in 4-5 years time, technology will be most likely to realize all features I incorporated in the app (Macworld, 2016). In case one or more of them won’t, it is not a big deal as my project is fictitious anyways and my challenge about this project is to design a recipe app for the future rather than inventing the future phone.

  • Age:
    The War Generation (1920-1940) was born in times where it was crucial to cook.
    – Little money (cooking is cheap)
    – No fastfood, microwaves, ready meals or fridgesGeneration X (1950-1970) is formed by the children of the previous generation follows this ideal.
    – help in house holds
    – gain house holding skills
    – big shift in kitchen equipment
    – first forms of ready meals and fast food

    Generation Y (1980-1990) often enjoyed family dinners as long as living at their parents homes. Beginning from cooking for oneself, Gen Y starts to cook less.
    – chance to spend less time on cooking
    – decreasing importance of cooking
    – very broad range of fastfood and ready meals
    – increasing pickiness
    – individual intake of food

    Generation Z (2000-2010) are the younger siblings of Gen Y. They are not yet cookers as they are now between 6 and 16 years old. In 4-5 years time the earlier members of this generation are my target as well as soon as the app is released.
    – as soon as the app will be on the market for e.g. 2 years some of this generation are already 23 and my target audience as well.
    – cooking will be very little important for them
    – they shape trends and will develop the new society

    My app will be designed especially for the border generation between Y and Z (1990- 2000) who grew up with the use of media and technology and where it is all about communication. People between 20-30 years old in 2020.
    My aim is to particularly encourage those people to value having dinner as a social activity within a group of friends or family and to appreciate the highly sensual act of cooking.

    They will be likely to use it if it communicates right as they grew up by using technological means. Also for the former generations it should be applicable, as people up to 54 years are very likely to use apps. However, this generation seems to appreciate cooking anyways more than the next ones do.

    The active and natural use of technology is representative for Generation Z. Their ability to multitask (also Gen Y) becomes more and more and they use technological means as an addition of our bodies to increase productiveness.
    Still, they are really concerned to develop their personalities and bodies. This is why healthy food as well as food, diet and nutrition trends are set by them but more on this topic later.
    (ZDnet, 2016)

  • Could result in later cooking
    People are moving out later than they did in former times.
    89% of 18-19 year olds still live at parent’s place (Generation before: 71%)
    46% of 24-25 year olds still live at parent’s place
    20% of 26-27 year olds still live at parent’s place
    12% of 27-30 year olds still live at parent’s place
    Possible Reasons:
    – less money because of studying
    – less authority of parents
    – better relationship between children and parents (SpiegelOnline, 2016)
  • Spontaneous cookers
    – when you invite people for a dinner party you will think about the dish first and then buy the ingredients (pork roast, big lasagna for sharing, etc.)
    – app is for the other way round: people can buy what is cheap, available or in season
    – according to this, recipes are suggested to you
    – for planned cookers, the BROWSE section of the app is working too
  • Cookers of all levels
    – Amateurs
    – Quite experienced
    – Pros
    – The self-evaluation / test at the beginning of the app will find out your current status and adjust the recipe instructions to you depending on that level
    – If you develop your skills, just change your status in the settings menu
  • Singles and Families
    – The app helps to decide what to cook for singles, students, families, etc.
    Applicable for:
    – Cooking for oneself
    – Cooking for oneself and a partner
    – Cooking for a whole family
    – Cooking for guests
  • Health and body aware
    – Families might be aware of benefits of dinner as a social activity within the family
    – People who care about their health and the health of their family would likely cook
    (fast food and ready meals can cause diabetes, obesity and are full of hidden artificials, sugar, fat and aromas)
  • Cost aware
    – dining everyday out is expensive
    – ready meals and fast food for a whole family are expensive
    – cooking can be done really chep
  • Non-cookers
    – People love to buy cookbooks even if they cook less
    – Chunk of that buyers only likes to see and watch through cookbooks even if they won’t cook
    – Non-cookers are highly welcome to just enjoy the functions and postings
  • Technology lovers
    – It seems that some people love to test everything that is new (trend detectors, trend followers)
    – If the recipe app is the first to be released that incorporates all those new technologies (hologram) also non-cookers and people who won’t be potential cooking app users could be tempted to download and test the app.
  • Unique / Personalized
    – Having very unique belongings and personalized stuff seems to attract to people
    – Hipster trend movement emerged from this idea
    – e.g. personalized playlists on Spotify, uniquely chosen wine on Vinome, etc.
  • Curiousity
    – There is passion in people to find out about their past (Deseretnews, 2016)
    – To identify oneself it is helpful to know about the past (Ancestors, Family History)
    – Inherent curiosity for family, ancestors and roots
    – Ancestor research business is booming (FindmyPast, Ancestry, etc.)
    – Momondo offers now a DNA test to help find out about people’s past and to encourage them to travel to those countries (LetsOpenOurWorld, 2016)
  • Nutritional interested
    – the app tells you exactly how what you need and how much you consumed
    – helps to keep track
    – if I make my mom’s well tried Spaghetti Bolognese quite often, I would be actually really interested which nutritional facts and calories it incorporates: app calculates for you when you scan it for producing a hologram
  • Global
    – due to ongoing globalization and increasing spread of English (spread by internet) the first launch of the app will be exclusively in English
    – easier to share recipes to a worldwide audience
    – you can easily cook a recipe uploaded by an Italian user without speaking the language
    – in 2020/2021 it is likely that our phones will translate automatically anyways
    – 3rd world countries might not be able to access smartphones
  • Trend Lovers
    – Food trends occured as a result of increasing health- and bodyawareness
    – low-carb, vegetarian, vegan, gluten free, lactose-free, dairy free, superfoods, etc.
    – trends will occur within the CHARTS section of the app
    – trend lovers might need to keep track of it
    – could stimulate and boost value and popularity of the app
  • Allergies
    – app will be particularly helpful for people with diets, food restrictions (religion), allergies, pickiness (increasing), intolerances and ethical food relinquishes
  • Culturally interested
    – globalisation and travel trend might result in openness, better understanding and curiosity for other countries
    – local cuisine is a big part of a culture
  • Niche
    – very marginally, the app will fill some niche gaps: personal and unshared recipe treasures could be communicated
    – very individual and authentic (family) recipes
    – chef cooks, bloggers, magazines etc. bring recipes to the people (often similar) – contrarily, those self invented or family history based recipes will be “new”EXCLUDING: 
  • Data awareness
    The mandatory undertaking of a DNA test in the beginning to set up each users profile excludes data concerned people.
    – Additional info brochure inside the DNA kit will inform about the responsible usage of data
    – When being really data sharing concerned, the app might not be applicable
    – In the following few years, this sort of things will become more common as companies are starting to use it more frequently right now (vinome.com, momondo)

 

What are my goals?  
– to encourage people to value cooking as a multi-sensual, stress reliefing activity that incorporates a lot of health benefits and to enjoy dinner as a social activity within a family
– aims to counteract the ongoing decrease in cooking (especially in future times)
– excite people to share valuable content online
– communicate and spread bits of tradition and culture via delightful, sensual means
– connect people who have passion for food, taste, flavour and it’s preparation
– create an all-rounder cooking app (nutrition, communication, sharing, dynamic, calorie count, individual personality check, recipes, instructions, inspiration)
– alternative and replacement of too many and too chaotic recipe apps with shallow functions and content and complicated interfaces

Principles:
– Transparent: no mysteries with food
– Authentic: authentic, local recipes posted by real users around the world
– Appetising: design should support aim
 Innvoative / futuristic: Even when it feels futuristic now, when the app would be released it would be time accurate rather than futuristic. Still, it should be the first app to incorporate futuristic functions like holograms, scent, etc. which makes it very innovative and slightly futuristic even then
– Complex, yet simple: Lots of functions and broad range of usability that should be packed in a simple, comprehensible and user friendly interface that works self explanatory. To fulfill this task would probably work best when there is a lot of depths added to the basic functions/interface.
– Down-to-earth: There shouldn’t be a hierarchy where top cooking chefs, or experienced down-to-earth chefs like Jamie Oliver provide tips and tricks to tell you how to cook. There should be no lecturing from a top-position (as long as it does not establish itself via the app). Everyone has to build his way up from the very bottom with his own success recipe.
It should be a big community of very mixed people. Basic cookers can learn from better cookers. Some people will be quietly in the background browsing through recipes and giving a like here and there while others will establish to top-followed and lots of recipe sharing app-internal superstars.

 

 

References:

The Statistics Portal (2016) Number of mobile app users in the United Kingdom (UK) from 3rd quarter 2013 to 2nd quarter 2016, by age. Available at: http://www.statista.com/statistics/314900/forecast-of-mobile-app-users-in-the-united-kingdom-uk/ (Accessed: 27 June 2016).

Macworld (2016) iPhone 8 and beyond: Future smartphone developments, from graphene and lithium-air batteries to holograms, OLED and motion charging | ‘Super cycle’ iPhone 8 to follow ‘muted’ iPhone 7 | Predictions for iPhone 7s, iPhone 8 & more. Available at: http://www.macworld.co.uk/news/iphone/iphone-8-rumours-patents-future-of-smartphones-bezel-oled-super-cycle-3639808/#toc-5 (Accessed: 20 June 2016).

ZDnet (2016) Defining the ‘iGeneration’: Not just a geeky bunch of kids. Available at: http://www.zdnet.com/article/defining-the-igeneration-not-just-a-geeky-bunch-of-kids/ (Accessed: 27 June 2016).

Deseretnews (2016) A glimpse into the thriving business of family history. Available at: http://www.deseretnews.com/article/865600580/A-glimpse-into-the-thriving-business-of-family-history.html?pg=all (Accessed: 10 March 2016).

LetsOpenOurWorld (2016) momondo – The DNA Journey. Available at: https://www.youtube.com/watch?v=tyaEQEmt5ls (Accessed: 27 June 2016).

SpiegelOnline (2016) Späte Nestflucht: Für immer bei Mutti. Available at: http://www.spiegel.de/unispiegel/wunderbar/spaete-nestflucht-fuer-immer-bei-mutti-a-451727.html (Accessed: 27 June 2016).

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