Brand Identity + Product Design
Kindle Books, Amazon
Nutrena Feeds [under construction]
Cravi Cooking
Museo del Palacio de Bellas Artes
Colonial Echoes
About
[Notes]
Brand Identity + Product Design
Kindle Books, Amazon
Nutrena Feeds [under construction]
Cravi Cooking
Museo del Palacio de Bellas Artes
Colonial Echoes
About
[Notes]
What happens when the only food item in your fridge is a single carrot—and you don’t have time to go shopping? Many people struggle with limited ingredients, busy schedules, and meal planning.
How might we create a solution that transforms even a single ingredient into a complete, manageable, and personalized cooking experience?
Cravi turns that challenge into opportunity. The app offers personalized recipe suggestions based on your available ingredients, guides you with step-by-step cooking instructions, and manages your pantry inventory in real time. With smart meal prep timers, shopping reminders, and a clean, intuitive interface, Cravi makes cooking creative, simple, and stress-free—even on your busiest days.
COLOR PALETTE
TYPOGRAPHY
POSTERS
Our mission is to empower busy cooks with a seamless, stress-free cooking experience. Whether you're a beginner or a seasoned chef, our app offers recommendations and immersive audio guidance.
Helps users find recipes based on the ingredients they already have at home. By inputting available items into its virtual pantry, SuperCook suggests recipes that can be prepared without additional shopping. This approach aids in reducing food waste and saving money.
POSITIONING
SuperCook positions itself as a practical solution for home cooks aiming to minimize food waste and maximize the use of existing pantry items. It appeals to individuals seeking convenience, cost savings, and sustainable cooking practices.
ADVANTAGES
Ingredient-Based Recipe Suggestions: Users can input available ingredients, and SuperCook provides recipes that utilize those items, promoting efficient use of pantry supplies.
Dietary and Preference Filters: The app allows users to specify dietary restrictions, cuisine preferences, and cooking methods, ensuring recipe suggestions align with individual needs.
WEAKNESSES
Limited Ingredient Database: Some users have noted that the app's ingredient database may not include every item they have, potentially limiting recipe suggestions.
Dependency on User Input: The accuracy and usefulness of recipe suggestions depend on the completeness and accuracy of the user's inputted pantry items.
Recipe discovery and meal planning app offers personalized culinary experiences to users.
Leveraging advanced algorithms and machine learning, Yummly provides tailored recipe suggestions, grocery shopping features, and cooking tips to enhance the home cooking experience.
POSITIONING
Positions itself as a user-centric platform that simplifies cooking and meal planning. It caters to individuals seeking personalized recipe recommendations, efficient grocery shopping, and a seamless cooking journey. The app's integration with various devices and platforms further enhances its accessibility and user engagement.
ADVANTAGES
Personalized Recipe Recommendations: Utilizes advanced algorithms to understand user preferences, offering tailored recipe suggestions.
Comprehensive Recipe Database: Provides access to a vast collection of recipes from Yummly's test kitchen and other top recipe sites and food blogs
WEAKNESSES
Limited Editing Capabilities: Users have reported the inability to edit recipes within the app, which can be restrictive for those who prefer customizing recipes.
Absence of Digital Pantry: The lack of a digital pantry feature means users cannot track ingredients they have at home, potentially leading to duplicate purchases.
SideChef is a comprehensive cooking app designed to assist users in meal planning, recipe discovery, and cooking through interactive guidance. It offers a vast collection of recipes, personalized meal suggestions, and smart kitchen integration to enhance the cooking experience.
POSITIONING
All-in-one culinary platform that simplifies cooking for home chefs of all skill levels. By combining personalized recipe recommendations, meal planning tools, and smart kitchen connectivity, it aims to make cooking more accessible and enjoyable. The app's partnerships with major retailers and kitchen appliance companies further enhance its value proposition.
ADVANTAGES
Extensive Recipe Collection: SideChef offers over 18,000 step-by-step recipes, catering to a wide range of culinary preferences and dietary needs.
Interactive Cooking Guidance: The app provides voice-guided cooking instructions, step-by-step photos, and how-to videos, allowing users to follow recipes hands-free.
WEAKNESSES
Limited Pantry Management: The app lacks a feature to track ingredients users already have at home, which could help in reducing food waste and unnecessary shopping.
Inability to Edit Recipes: Users cannot modify recipes within the app, which may be restrictive for those who prefer customizing dishes to their taste.
POSITIONING MATRIX
PAINPOINTS
Home cooks often struggle to juggle multiple dishes with different cooking times, leading to cold sides, overcooked mains,stressful, poorly timed meal.
Lack of Meal Planning Integration:
Limited features as for scheduling weekly meals or generating shopping lists.
Lack of Nutrition Information:
Missing calorie counts or macronutrient breakdowns.
No Health Tips: Few suggestions on how to make recipes healthier or swap ingredients.
Lack of Multilingual Support:
Recipes and instructions only available in one language.
Limited Accessibility Features: Inadequate support for users with visual or auditory impairments.
DESIGN HYPOTHESIS
Users value personalization to fit their dietary preferences and ingredient availability.
Time-saving features (like quick recipes and smart grocery lists) will encourage adoption.
Providing nutritional information will promote healthier food choices.
USER RESEARCH
🧍🏽♀️
Elizabeth
30 years old
Accountant
Q: When it comes to cooking, what are the three things you are looking for?
- Easy to make, basic ingredients, and healthy options.
- 2. On average 3-4 days, I have time to cook.
- More like a necessity most of the time
- My ideal prep + cooking time: 1.5hrs max
- Yes i would like but haven’t try more in the future
- Yes, I find it hard to do recipes when the ingredients are out of reach.
- Ingredients, time, calories, taste (spicy or sweet), tools,
🧍🏼
Zach
19 years old
Student
Q: When it comes to cooking, what are the three things you are looking for?
- Fast and simple recipes
- Affordable ingredients
- Something that tastes good
- Maybe 3 or 4 days, mostly evenings when I don’t have classes.
- I kind of enjoy it when I have the time, but it feels like a necessity most of the time.
- Around 20-30 minutes total.
- Definitely! I like trying things like stir-fries, tacos, and pasta dishes.
- Yes, I sometimes have random stuff in my fridge and no idea what to make with it.
- Recommendations based on what I have at home
- Quick meals for students
- Budget-friendly meal ideas
🧍🏻♀️
Jackie
55 years old
Home wife
Q: When it comes to cooking, what are the three things you are looking for?
- have an idea of what I want to cook
- look at the fridge to see if I have the ingredients
- look at the time, so if its a good time for a longer (time) meal or not.
- 4-5 times per week
- The majority of time I like cooking, it just tiring when it comes to the whole process of it. Cleaning, thinking of recipes, the time lapse.
- 1.5 prep + cook time.
- I don’t like to cook dishes from other cultures, because when it comes to finding ingredients is such a hassle to get them, figure out how to make it and actually having the time to cook it.
- no, its not for me. I feel like I am able to find ways of making it happen.
- I would like to see a way for me to know what are the ingredients the recipe ask for, if I never seen that ingredient before.
DESIGN CRITERIA
COMMUNITY
SUSTANABLE
PERSONALIZED
EDUCATIONAL
ACESSIBLE
TIME EFFICIENT
INSPIRATIONAL ADJECTIVES
PERSONAS
Age: 45
Location: San Francisco, CA Occupation: Software Engineer Cultural Background: Chinese- American
Goals:
- Maintain a balanced diet while experimenting with global cuisines
- Introduce her children to traditional Chinese dishes
- Reduce reliance on takeout during busy work weeks
Challenges:
- Balancing work, family time, and meal preparation
- Finding nutritious recipes that her children will enjoy
- Managing food waste with precise portion control
App Features Needed:
- Family-friendly, quick, and healthy recipes
- Smart grocery list generation for efficient shopping
- Step-by-step tutorials with visual aids for new techniques
Persona 2: Santiago Rodríguez
Age: 28
Location: Buenos Aires, Argentina Occupation: Freelance Photographer Cultural Background: Argentine
Goals:
- Learn to cook diverse international meals beyond traditional Argentine dishes
- Save money by cooking at home instead of eating out
Challenges:
- Limited kitchen equipment in his studio apartment
- Inconsistent schedule due to freelance work
- Navigating ingredient substitutions
App Features Needed:
- Filter for simple, one-pot meals
- Ingredient substitution suggestions
- Offline mode for remote work locations
Persona 4: Priya Patel
Age: 19
Location: Bangalore, India Occupation: Marketing Intern and Food Blogger Cultural Background: Indian
Goals:
- Cook quick and creative meals after work
- Experiment with fusion recipes for her food blog
- Maintain a budget-friendly, mostly plant-based diet
Challenges:
- Limited kitchen experience beyond basic Indian dishes
- Juggling work deadlines with her passion for cooking
- Access to some global ingredients can be challenging
App Features Needed:
- 20-minute recipe suggestions with fusion ideas
- Ingredient-based search for creative meal inspiration
- Budget-tracking and cost-per-meal estimations
Persona 4: Michael Johns
Age: 58
Location: California, USA Occupation: Song Writer Cultural Background: European
Goals:
- Accessibility for audio, and hands free.
- Unique and simple recipes that are filling
Challenges:
- Finding technology accessible for my personal disability
- Personalization to my needs and wants
- Crowded layouts/systems that confuse and makes it hard to use
App Features Needed:
- Simplistic systems that would increase easy access
- Personalize cookbook for future reference.
POSITIONING STATEMENT
For everyday, on-the-go cooks seeking an app that simplifies finding recipes with filters and personalization — but primarily offers a hands-free experience led by audio and supported by AR glasses for a smoother, more seamless cooking journey.
TARGET AUDIENCE
COMPOSTURE STUDIES
GUIDE WORDS
INVITING
CREATIVE
VIVID
GOSSAMER
HEURISTIC RESEARCH
01 | I open the cooking app and tap on the “Holiday Meals” section. I want to impress my friends but keep things simple and affordable.
02 | I use the search filter to narrow down to “Quick” and “Budget-Friendly” recipes. I find a perfect dish: a one-pan roasted chicken with vegetables. It’s simple, looks delicious, and doesn’t need fancy ingredients.
03 | I want to make sure the recipe is enough for the four of us, so I adjust the portions in the app to “4 servings.” It automatically adjusts the ingredient quantities—great, no math required!
04 | Once I confirm the recipe, I tap on the “Shopping List” button. The app generates a list of all the ingredients I need. It even categorizes items by type (produce, meat, pantry). I quickly grab my reusable bags and head to the grocery store.
05 | At the store, I realize I forgot to check if they have fresh rosemary. No worries—when I open the app, it suggests a few substitutes like thyme or oregano. I grab thyme, saving time and money.|
06 | Back at home, I start prepping. The app has a timer feature that I can set for each step. I start by seasoning the chicken and chopping the veggies. The audio step-by-step instructions and the app even provides video clips showing the best way to chop the vegetables.
07 | I pop the chicken in the oven. The app sets a timer for me—now I can focus on setting the table and preparing some drinks instead of worrying about when to check the chicken.
08 | While the chicken is cooking, I scroll through the app’s “Quick Sides” section to find a last-minute salad. I find a simple green salad recipe with a homemade vinaigrette that’ll pair well with the main dish. The ingredients are basic and I have most of them in the pantry already.
09 | The chicken is golden and crispy—just as the app promised. I serve it alongside the salad, and the presentation looks beautiful. The app even suggested a garnish of fresh lemon slices, which gives the plate a pop of color.
10 | Dinner is ready, and my friends are impressed. The whole meal turned out exactly how I envisioned it—delicious, impressive, and stress-free. We’re enjoying it, and I can’t believe I cooked it myself!
OUTCOME
Thanks to the cooking app, I managed to make a festive, flavorful New Year’s dinner with ease. The app’s features—like portion adjustments, the shopping list, ingredient substitutions, and step-by-step audio instructions—helped me navigate the kitchen confidently. I feel proud, and my friends are impressed with the meal. I can’t wait to cook again!
TASKS & FEATURES
Recipe Search and Filtering:
- Task: Users should be able to easily find recipes based on ingredients, difficulty, cooking time, or cuisine.
- Feature: A powerful search and filtering system that allows users to search by dietary restrictions (e.g., vegan, gluten-free), meal types (breakfast, lunch, dinner), or even occasions (e.g., holiday meals, quick dinners).
Personalized Recommendations:
- Task: Suggest recipes based on past cooking preferences or dietary needs.
- Feature: A recommendation engine that tracks previous searches, user ratings, or saved recipes to provide tailored suggestions.
Step-by-Step Cooking Instructions:
- Task: Provide clear and simple instructions for each recipe.
- Feature: Interactive, step-by-step guides with images or videos, including timers and notifications for each cooking step.
- Audio step-by-step
Grocery List Generator:
- Task: Allow users to generate a shopping list from selected recipes.
- Feature: Auto-generated grocery lists that can be shared or exported to a mobile wallet for easy access during shopping.
Hands Free Customization: AR, Smart Glasses
- Task: Allow users to interact with the app without needing to touch their devices while cooking.
- Feature: Augmented Reality (AR): Users can view step-by-step instructions through AR glasses, Voice Commands: The app can recognize voice commands, Interactive Timers and Alerts.
Meal Planning:
- Task: Help users plan meals for the week ahead.
- Feature: A weekly meal planner that can be customized, allowing users to select and schedule recipes, with automatic grocery list generation.
Nutrition Information:
- Task: Provide nutritional details for each recipe.
- Feature: Show detailed nutrition breakdown (calories, macros, vitamins) and allow users to track their daily intake.
Community and Sharing:
- Task: Enable users to connect with others and share recipes.
- Feature: A community feed where users can share their recipes, cooking tips, and photos, as well as rate and review others' recipes.
Dietary Tracking and Customization:
- Task: Track progress toward dietary goals or restrictions.
- Feature: An integration with health apps to monitor progress and sync user data (calories, macros, or specific dietary goals).
Ingredient Substitutes:
- Task: Provide suggestions for ingredient replacements.
- Feature: A database of ingredient substitutes, particularly useful for people with allergies or limited access to certain foods.
Cooking Techniques and Tips:
- Task: Help users improve their cooking skills.
- Feature: A resource section with tips on cooking techniques, knife skills, and video tutorials for beginners to advanced cooks.
SKU MATRIX
PERSONA
Persona : Rachel Bazzi
Age: 36 Location: Orange County, Ca
Occupation: Doctor (ER physician)
Cultural Background: Lebanese-American
Goals:
- Learn more about Lebanese and Mediterranean cooking techniques
- Plan meals in advance to avoid food waste
- Incorporate healthier options without losing traditional flavors
- Share recipes with friends and family
- Limited time due to demanding work schedule
- Need for meal planning tools to avoid impulse takeout orders
- Requires flexibility—some days she has time to cook, others she doesn’t
- Quick & Healthy Recipe Filters – Options to filter by prep time, nutrition, and cuisine type
- Audio,Video, Smart Glasses Guided Cooking – Hands-free instructions so she can cook while multitasking
- Save & Community Sharing– Allows her to pass down family recipes and discover new people.
- Personalized Recommendations – AI-driven suggestions based on her preferences and dietary goals
- Offline Mode – So she can follow recipes without relying on internet access
- Grocery List Generator-Auto-generated grocery lists that can be shared or exported to a mobile wallet for easy access during shopping.
- Meal Planning-A weekly meal planner that can be customized, allowing users to select and schedule recipes.
STRUCTURE MAPS
WIREFRAMING
EXPERIENCE SCENRIO (TEASER)
FINAL APPLICATIONS