Culy Club
A community for every 'foodie.'
Client
Culy (www.culy.nl)
Year
2017 - 2018
Tools
Adobe XD
Adobe Illustrator
Adobe Photoshop
Project type
Thesis
Project Description
Inventing, researching, developing, (user) testing, improving and optimizing the 'Culy Club'. This app provides an extra layer of capabilities for their current website (www.culy.nl). Think of different types of (food) competitions, savings campaigns and discounts for kitchen utensils, supermarket products and restaurants. It's also a social forum where the users can talk to each other and possibility to save all their favourite ingredients and recipes in their account.
About Culy
At Culy.nl, we inspire you daily with articles that make your mouth water. From tasty recipes to special food photography and from handy films about food to smart tips for the kitchen.
We get the most beautiful and best from our own kitchen and what we find on the web at friendly culinary blogs and websites from national and international soil. Our goal is to surprise you with the best cuisine from all over the world, whether on the other side of the earth or just around the corner in the Netherlands. One will stand directly behind the pots and pans to process this inspiration into a beautiful dish, and the other will sit comfortably behind the screen and enjoy all the beautiful things. And that's fine: we're happy to shower you with tasty items, but it's up to you what you do with them.
Source: https://www.culy.nl/over-ons/
Briefing
Culy aims for more involvement and participation with its target group. In addition, Culy also wants to collaborate more with other companies and organizations. To make this as attractive as possible, a platform will have to be developed in which the target group can actively participate. The platform must also be attractive in terms of content to create opportunities for collaboration. This results in a stronger position compared to other food platforms.
Key elements:
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Make visitors come back more often
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Retain visitors longer
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Collect more user data
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Strengthening the market position
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More potential for commercial partnerships
Research Insights
People want to be rewarded for their efforts.
In order to make visitors more involved with the brand, there must be something in return. Rewarding stimulates the person's willingness to give something back and thus increases interest in your brand.
Source: Cialdini
A visitor will not invest in a brand if it yields nothing.
People want to be part of a community.
People get excited about subjects or people they recognize or like to identify with. Someone belonging to a certain group will try to maintain that identification.
Source: Cialdini
Connect the visitors! Give them the opportunity to communicate, discuss and inform each other.
People love discounts!
“9 out of 10 Dutch people used a discount code on the internet last year.”
Source: de Telegraaf, 2018
Know the visitors, know what they want and respond to these wishes.
Design Process - Culy Club
Final product
HOME
Welcome to the Culy Club
Here you will find an overview of the most recent 'Culy Deals', the latest messages in the forum and brand new articles and recipes you can save in your cookbook.
CULY DEALS
Win, win, win!
Culy Club members can participate in several kinds of Culy Deals. These include restaurant discounts, weekly contests, coupons and other exclusive foodstuffs.
The different topics all have a unique colour as an identity, so the content remains clear and recognizable for the user.
MIJN FAVORIETEN
Your favourite content
in one place
On this page, you will find all your favourite articles, recipes and other content from Culy.
The user can use the heart icon to save the content in their personal cookbook. Always handy to have around when you're looking for your favourite dishes.
FORUM
This is where the conversation takes place
The forum is open to anyone who has a question, advice,
has tips or tricks about food.
The messages are ordered and divided into different categories to maintain one clear structure.
PROFIEL
The summary of your usage
On your profile page, you have an overview of all contests you won, the ones in which you have participated. In addition, an overview of your posts in the forum.
CLUB COINS
Collect, redeem and benefit
To participate in certain Culy Deals, you must redeem Club Coins. You earn these coins by performing various actions and visiting the platform daily.
