Our challenge was to emulate a highly personalised experience using real data, capture statistically significant quantitative data, and provide powerful no-code prototyping tools for the wider product team. In order to foresee any future problems when Gousto scaled their menu offering we needed to simulate a scaled menu experience.
The menu simulation provided vital evidence for the product discovery and delivery strategy. It gave the product teams confidence that they were solving the right problems because it was supported by analytical data at a large scale. The prototyping tools are being reused by the Gousto product team to emulate other solutions to rapidly innovate without interrupting the core business services.
“The menu simulation tool is incredibly valuable. It’s given us evidence to refine our product strategy and given us the knowledge and tools to build data driven prototypes. We can now test solutions more quickly and accurately than ever before whilst capturing quantitative insight, and with very little development support or impact on our live product.”
Framer and their community have some powerful out the box data components for us to build our experiences on. It’s intuitive split between their code and design canvas made it an easy choice for a tool that would be easy to adopt and adaptable enough to suit our needs.
Utilising the scripts and automation within Airtable we were able to quickly import and optimise exports directly from Gousto database of recipes. After connecting Framer’s data component to Airtable we could save hours of manual work populating the experience by utilising real data in the prototype. All with almost no dependency from the development team.
Working closely with Gousto’s data science team and using their taste-profile algorithm we were able to create a relevant experience for the users. This was critical in gathering accurate results from our tests as users were accustomed to a very high level of personalisation.
In order to capture meaningful insights from the prototype's analytics we had to create a custom analytics component that could capture the specific and detailed events and interactions we needed. Our development team created a replicable tool from React that was relatively easy for the wider product team to adopt and reuse. This custom solution is something that had never been done before within Framer.
Our menu simulation successfully gathered data from over 5000 unmoderated testing sessions. We filtered out inaccurate tests and were able to gather data from what users added to their carts and when to how far they would scroll in the experience.
The analytics dashboard enabled the wider product team within Gousto to analyse the data to find insight that would be useful for their work outside of our brief. They were able to split the data by customer segment, sort columns and interrogate the underlying data across the key metrics.
We were able to identify relatively accurate observations of how far we can push the menu experience using the current user interface on mobile devices. This evidence gave both the product team and their stakeholders confidence in the best route forward with a deeper understanding of the potential problems.
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