Who We're Designing For: Key Insights
Our target learners are primarily busy college students navigating tight schedules, limited kitchen setups, and growing health awareness.
Based on 20 student interviews and survey responses, we identified patterns in motivation, constraints, and learning behavior.
- Motivated but constrained: 83% want to eat healthier and 55% want to save money—but 72% say they lack time to cook, often preferring meals that take 30 minutes or less.
- Limited resources: Most students live in compact shared spaces and 94% rely solely on basic kitchen tools (e.g., microwave, hot plate).
- Skill confidence varies: While over two-thirds feel unprepared in the kitchen, 44% report feeling confident—highlighting a wide range of experience levels.
- Planning & budgeting challenges: 33% are reluctant to plan recipes, and many seek support with grocery budgeting and meal preparation.
- How they learn: Students prefer step-by-step guides (61%) and recipes using minimal equipment (44%), often turning to social media (72%) and YouTube (55%) for guidance.
Key Focus: We're designing a mobile-friendly, visually engaging, and beginner-friendly cooking solution that fits into students’ busy lives—empowering them with confidence, practical skills, and sustainable habits.