2x Webby Awards

What’s Cooking App

my role

Design Lead Kraft Heinz

Skills

User research
Platform research
UX Design
UI Design
iOS and Android app design
Stakeholder communication
Team collaboration
Figma

problem Statement

Revamp the legacy kraftmyfoodandfamily.com and whatscooking.com into a modernized, engaging web application that attracts Gen Z audience.

Goal

Empowering everyday home cooks with personalized, creator-made recipes—making it easier than ever to find inspiration, follow simple steps, and enjoy cooking meals that match your mood and cravings.

Our Target Audience

Curious, hands-on food lovers who are always exploring new cuisines and pushing their palates.

BEFORE VS. AFTER DESIGN

What's Cooking before redesign Before
What's Cooking after redesign After

The Solution: Building A Consumer App From 0 To 1

The old site drives traffic but lacks engagement and reaches the wrong audience.

We built a completely brand-agnostic cooking app for Kraft that caters to Gen Z’s lifestyle around food. We have a brand new strategy to target hands-on-foodies who loves food and have a strong desire to get better at cooking. The goal was to build the first Minimal Lovable Product that target these highly motivated home cooks.

Establishing The Design Principles

One of the first steps we took was to establish the design principles to ensures alignment across teams, supports consistent UX, guides scalable decisions, and keeps the user at the center. We have made updates on the design principles over the years as our strategy evolves.

Design workshop session for What's Cooking app
Design workshop session for What's Cooking app Design workshop collage overlay

Our early focus on gamification evolved as we identified stronger growth drivers, doubling down on features that align with young home cooks’ habits to boost engagement.

Learning from reviews to winning Webby Award

We learn from app store reviews and iterate the experience.

We set out to help people find recipes they love and elevate their cooking. It was our great pleasure to win the Best User Experience in Apps & Software in 2025 – check it out 😉 !

DESIGN

Ready for the next one?

Heinz Redesign 2025 case study TasteMaker case study

CONTACT

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