Summary
Kecap Sedaap, Indonesia's #2 sweet soy sauce brand, came with a hard constraint: two distinct audiences, one website, coherent and relevant features. I designed a cooking hub that segments users and serves each group through a distinct content path, ingredient-based recipe tools, and an AI feature for open-ended culinary exploration. The goal was to give the website a purpose its social media channels don't already fill.
Background
Kecap Sedaap is produced by WINGS Group and competes in Indonesia's sweet soy sauce market, where brand loyalty is closely tied to cooking habit. Their two audience segments, budget-conscious home cooks and expression-driven young adults, shop differently, cook for different reasons, and respond to different content entirely. The business needed a digital product that could serve both without diluting either, and without replicating what their existing social media already does.
Goal
Make a single cooking hub that works for two audiences with different motivations.
Process
Audience & Insight
Our strategiest has found that the audience browse social media like Instagram, TikTok and Youtube for recipe, but 52% ended up only pressing bookmark without actually cooking it. With all kinds of reasons like hard-to-find ingredients, lack of time, and fear of failure.
How The Website Positioned Between Other Channels
They also found that websites actually have potential, where 68% of respondents claim that websites are still important to them, especially for recipe clarity. From that, I strategically placed the website for habit formation. Social media can functions as awareness tool, gathering audience and lead them to the website, where actual cooking happens. Then converted to ecommerce which captures the transaction at the end.
Ingredient-Based Recipe Generator for Practical Cooks
For the practical cook segment, I designed a recipe generator that takes available ingredients as input and returns viable meal options. Because the primary friction for this group is not inspiration but ingredient mismatch.
AI Discussion Feature for Explorative Cooks
For the explorative cook segment, I designed a chatbot-style feature that responds to open cooking ideas rather than predefined queries. Because this group's friction is not ingredient access but ideation overload: doomscrolling through social media generates too many unresolved ideas and no path to commitment. The feature gives them a fast route from loose concept to final decision.
Purpose-Based Speed Dial
To drive audience faster to their end goal, I designed purpose-driven filters. For the practical cook segment, there are "Kid's Meal", "Practical Cooking", "Various Frozen". It also implemented for the explorative cook segment such as "Midnight Cravings", and "Popular in FYP".
Revisit-Optimized Checklist
I designed an ingredient checklist that users can screenshot before shopping. Because the actual cooking journey is non-linear: users find a recipe, skim it for difficulty, check their pantry, leave to shop, and come back to the same page before they cook.
Login Trigger via Featured Recipes
Accessing featured recipe or bookmarking a recipe leads to a login prompt. Intended to make the feeling of fair exchange in user registration experience. This keeps the awareness & exploration journey frictionless while capturing committed users.