Purpose

We used "brick and mortar analysis" in order to see how cookbooks were organized in the physical world. From this, we were able to understand how a web site might leverage real-world metaphors and categorization to attract existing offline users.

Process

We visited a local bookstore and analyzed the cookbook section. We observed the categorization schemes of books and how recipes were organized within each book. We additionally looked at the content and the organization of the recipe detail page within the books.

Key Insights

Cookbook Organization

• Preparation Method (baking, grilling, slow-cooker, bbq, ...)
• Ethnicity/Cuisine
• Main Ingredient (bread, soup, vegetables, grains, ...)
• Diet/Weight-loss (low fat, low carbs, ...)
• Dietary Restrictions (organic, vegetarian, vegan, raw, ...)
• Special Restrictions (diabetes, low cholesterol, ...)
• Meal (breakfast, lunch, dinner, soup, appetizer, dessert, ...)
• Occasions (holidays, entertaining guests, ...)
• Branding (Esquire, InStyle, ...)

Information on Recipe Page

• Name
• Category
• General Information/Context
• Preparation Time/Cooking Time
• Ingredients (multiple serving sizes)
• Protocol
• Nutritional Facts
• Cooking/Preparation Tips
• Substitutions
• Similar Recipes

Levels of Information

• Cookbook (primary level categorization), often multiple categories (e.g. weight-watchers 30-minute meals)
• Table of Contents Section (2nd level categorization)
• Recipe Information Page (3rd level categorization)