INDUSTRY:
FOOD & BEVERAGE
CLIENT:
KRAFTHEINZ
YEAR:
2024-2025
EXPERIENCE:
MOBILE APP
What's Cooking
about.
What’s Cooking is a recipe app geared for a subset of Gen Z users, which we referred to as ‘Hands-On-Foodies.’ Foodies who are actively learning, exploring, and cooking food for themselves and their friends. From its multi-coloured palette to its fun and playful interactions, What’s Cooking brings the energy to recipe discovery. Showcasing creators and empowering a sense of community, users can save, like, and share their favourite recipes.
approach.
Working alongside Product, Marketing, and Business Strategy teams, we collaborated on how the product features coincided with any brand updates and how those features would be marketed. Developing feature roadmaps, design principles, collaborating on briefs, brand strategy research, and brand books, a new more refined What’s Cooking brand and experience was born. Designing new features, enhancements, and onboarding videos, ensuring an intentional balance of brand. A branded experience that elevates creators and values social proof aspects of community, building an immersive interface that appeals to the demographics and psychographics of Gen Z Hands-On-Foodies.
challenge.
Having previously launched as a skill based cooking app, What’s Cooking’s brand and product had a heavy focus on illustration and pictogram badging. Utilizing its shapes and palette for representing a multitude of illustrative drawings of cooking skills, levels, dishes, and more. But as the app came back with a new focus, creating a space for hands-on-foodies to immerse themselves in recipes from top-creators, the gamification of advancing your cooking skills was deprioritized, leaving the brand in a bit of an identity crisis.
results.
Nominated and awarded for Beat User Experience Webby 2025. What’s Cooking has over 100k users.
testimonial.
"Brian has been incredible to work with. I’ve really appreciated his strategic, user-first approach to design — he’s always focused on making the experience as enjoyable and intuitive as possible, while driving users toward our key KPIs. From leading major epics like search, onboarding, collections, hybrid imagery, haptics, and more, Brian has played a huge role in making WC a high-performing, sticky app. He’s innovative and thoughtful”
Osita
Product Manager - KraftHeinz
