Recipe Page

The pre-paywall menu experience for Plated.com initially did not include a recipe details page. Users were able to see weekly menus, but could not click into them to see details of each recipe. I led the team in determining the opportunity to present users with a recipe detail page by analyzing user behaviour and determining where and why users would drop off without signing up. The research clearly showed that prospects were interested in seeing more information for each recipe. The aim of this page was to entice users further with our beautiful photography and a clear call to action to sign up for our service.