Information Architecture Redesign
Allrecipes
Goal:
In order to increase site traffic and drive deeper, more frequent brand engagement for Allrecipes, the goal of this project was to improve the searchability of Allrecipe's website through optimizing their information architecture.
Process:
Designed a new web experience for home cooks looking to quickly and logically find recipes on Allrecipes.com.
Role
UX Designer,
Information Architect
Methods
Field Interviews,
Expert Review, Card Sort
Tools
OW's OptimalSort,
Figma
Overview
In order to increase site traffic and drive deeper, more frequent brand engagement for Allrecipes, the goal of this project was to improve the searchability of Allrecipe's website through optimizing their information architecture.
Based on field interviews with frequent users of Allrecipes, the redesigned information architecture was aimed to enhance the recipe search process for common home cooks. My design also incorporates new ways to filter and sort recipes, making the findability of recipes logical and easy.
My Role
My role during this individual project was as a UX Designer and Information Architect.
I was involved with each stage of the process, which included:
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Field Interviews
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Expert Review of Current Site Map
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Redesign of Site Map
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Card Sort
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Wireframing
The Process
Field Interviews
Interviews were conducted in order to understand how Allrecipes' target users, home cooks, search for recipes.
Expert Review
In parallel with the user interviews, an expert review of Allrecipes' site map was completed to identify any opportunities for improvement in their current information architecture.
Redesign of Site Map
Based on the findings from the initial research, Allrecipes' current site map was redesigned to try and match the home cook's mental model. The primary driver for the redesign was to provide Allrecipes' users flexibility on where to start their recipe search process. Since cooks think in a variety of ways. (e.g. with a main ingredient, cuisine, or meal type in mind), it was important to structure the navigation to best accommodate all users and their ways of thinking about cooking.
Card Sort
A card sort in Optimal Workshop's OptimalSort was conducted in order to validate Allrecipes' redesigned information architecture.
Wireframing
With the information architecture restructured, high-fidelity wireframe were designed in Figma. The redesign provides greater simplicity and consistency in all levels of the site map, allowing for better scannability across the navigation.
The Design
The below design shows examples of web screens with the new information architecture in Figma.
Some primary areas of focus:
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Primary, secondary, and tertiary level navigation added for better scannability.
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Quaternary navigation as an additional, optional layer to aid in the recipe search process.
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Filters added to add flexibility to the recipe narrowing process.
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A sort option to reorder recipes.
Current Design
Redesigned Information Architecture
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Limitations and Challenges
Throughout the project, limitations and challenges arose, such as:
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Limited number of cards available to use during the card sort.
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The large variety of paths of obtaining a recipe - since all cooks approach the recipe search process differently, there are many personas to take into account.
Results and Reflection
Through the restructuring of Allrecipe's information architecture, I was able to design a solution for increased simplicity, structure and categorization. By providing Allrecipes' users the flexibility on where to start there recipe search process, they can now have an experience that allows them to quickly and easily find a recipe that fits their needs.
To continue this project, some next steps would include:
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Continuing to evolve the design of the site map and web screens based on user feedback through usability testing and additional rounds of card sorting.
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Present findings and design recommendations to the UX team at Allrecipes.