Problem Statement
Difficulty turning available ingredients into clear meal options, resulting in decision fatigue, inefficient use of resources and food waste.
Objectives & Goals
- Support ingredient-based meal planning and faster decision-making with AI assistance.
- Reduce food waste by supporting end-to-end cooking execution, from recipe guidance to preparation.
Quantitative Research
Meal planning breaks down at the moment of decision - when users need to quickly translate available ingredients, time, and energy into a clear cooking choice.
Observations
wish to cook more but struggle to do so consistently.
cook on a daily basis.
choose meals based on ingredients already available at home, yet struggle to use all of them.
Rely daily on alternative solutions for recipes, such as AI or social media.
Product Goals
Guide users toward the most suitable recipes, based on context and constraints.
Intuitive, easy to understand, and personalized experience.
Offer in-app variety without increasing cognitive load.
User Persona
Adi Levi
Social Media Manager
About
Goals
- Boost cooking confidence
- Make better use of existing ingredients
- Reduce time spent deciding making
Description
Seeks to reduce decision-making time and friction around daily meal planning and cooking.
A day in their life
- Manages a demanding digital job alongside running the household
- Spends most of the day making decisions, leaving limited mental energy for meal planning
- Looks for quick, low-effort cooking solutions
Pain points
- Cooking decision-fatigue
- Lack of awareness of available ingredients at home
Competitor Analysis
Tasty
SideChef
Digital recipe platform focused on short-form cooking videos and a large, community-driven recipe library.
Modern cooking app centered on guided recipes, meal planning, and ingredient management.
Features
- Large recipe database with social features (sharing, comments, ratings, tips).
- Direct ingredient and kitchenware purchases via Walmart, with home delivery.
Features
- Rich recipe database with built-in meal planning.
- Automatic shopping list creation and export.
User Flow
Wireframes
Design System
Typography
Color Palette
Components
Main Screens
The main explore page provides quick access to recipe recommendations and inspiration.
It displays current recipes that can be made using existing ingredients at home (based on user updates), provides cuisine discovery, and various other filters.
Inventory filter shows recipes using ingredients already available at home, based on user's updates.
Search-bar contains an AI chat option, and an ingredients tab providing quick access to further filtering.
Each recipe contains ’pill tags’ with prep-time, difficulty level, and user rating.
Removing inventory filter displays all available recipes in-app.
Main Screens
The cookbook tabs page provides access to both saved recipes from across the app, and personal recipes added by the user (the ‘cookbook’).
This section also has the search-bar and various filters shown at homepage, to help find the right recipe easily in the least amount of time.
Minimal, icon-based navigation bar reduces cognitive load and friction.
Prominent ‘new recipe’ button makes content creation quick and intuitive.
Prototype
Feel free to check out the app in Prototyping mode here.