User Persona Demographics

 

To generate these, I used in-app demographics and Google Analytics seven standard reports (sub-categories in parenthesis):

 
 

Demographics Overview

  • Age (Behavior)

  • Gender (Behavior)

  • Interests Overview

  • Affinity Categories

  • In-Market Segments (Behavior)

  • Other Categories (Behavior)

AgE category

  • 18 - 24 20.33%

  • 25 - 34 22.22%

  • 35 - 44 18.36%

  • 45 - 54 17.14%

  • 55 - 64 13.28%

  • 65+ 8.67%

 

Gender

  • Female 63.3%

  • Male 36.7%

Language

  • English 68%

  • German 21%

  • Simple Chinese 11%

Most popular Regions

  • Europe (minus DACH region) 34%

  • DACH region 31%

  • China 19%

 
 

* Although Google Analytics is a comprehensive tool, it's important to keep in mind that not all users have their demographic and other data available.

 
 
 

User Interviews

Interviewed 20 active users, and asked a variety of questions:

  1. Do you have any hesitations or fears around cooking?

  2. If yes, what are those hesitations or fears?

  3. Do you experience any challenges in the cooking process?

  4. If yes, what are those challenges?

  5. What are your food habits?

  6. Are you satisfied with your food habits?

  7. If no, what would you like to change about them?

  8. Do you have any cooking goals or aspirations?

  9. If yes, what are those goals or aspirations?

  10. Approximately how many hours per week do you spend on your phone?

  11. What are your main hobbies?

 
 

User Personas

 
 

Val the Vegetarian Cook

Bio: Val is a 34-year-old British man who lives with his wife in London and works as a college professor. He has recently become vegetarian.

Interests: Biking and spending time in the nature surrounding London. He also enjoys cooking with his girlfriend on weekends.

Food Habits: Eating whatever his girlfriend cooks and goes out to eat a few times a month.

Fears/Challenges: Val fears that vegetarian meals will never taste as good and be as satiating as non-vegetarian meals.

Goal: Have a collection of delicious go-to vegetarian recipes he can cook easily.

Screen Time: He spends time on the computer for work, but in his leisure time he logs off.

 

EVIE THE EXPLORING COOK

Bio: Evie is a 26-year-old French expat living in Frankfurt, Germany who works in finance.

Interests: Going out dancing with friends and exploring the city. She is discovering new recipes outside of French & Mediterranean cuisine.

Food Habits: Tries out new restaurants often, but only cooks French & Mediterranean food at home.

Fears/Challenges: Evie is challenged with new recipes because she only knows how to cook French & Mediterranean meals.

Goal: Discover new global recipes and expand her taste and knowledge of recipes.

Screen Time: She spends a lot of time on her laptop and phone because of her job and her use of apps in everyday life.

 
 
 
 

AMY THE AMATEUR COOK

Bio: Amy is a 22-year-old Chinese woman who lives in Shanghai. She has just graduated from university and is doing an internship at a fashion brand.

Interests: Making TikTok videos and taking portraits of her friends. She just recently moved out of her parents’ house and is learning how to cook.

Food Habits: Eating snacks and fast food as her main meals.

Fears / Challenges: Amy is intimidated by cooking, she doesn’t know how to make something from scratch.

Goal: Learn how to cook basic meals.

Screen Time: She spends a significant amount of time on her phone and laptop.

 

BERND THE BUSY COOK

Bio: Bernd is a 38-year-old German man living with his husband and two children in Berlin. He’s the CSO of a tech company.

Interests: Going to the farmers’ market with his family on the weekends and learning the guitar.

Food Habits: Bernd is often in a rush and finds himself eating whatever is in the fridge.

Fears / Challenges: Bernd has a hard time finding the time to cook for himself and his family.

Goal: Find quick recipes to cook for his family.

Screen Time: He spends a fair amount of time on his laptop and phone.