What's Cooking is a cooking platform built around real creators, short-form content and personalized discovery. Designed for a generation already finding recipes on social media, the experience aimed to make cooking feel less like searching and more like inspiration.
Kraft Heinz wanted to build stronger relationships with consumers and better understand their preferences. The challenge was clear: people do not naturally share personal habits, dietary needs or cooking preferences with a large CPG brand.
At the same time, users were already discovering recipes on social media, but the experience lacked trust, curation and personalization.
The opportunity became simple: create something valuable enough that people would want to come back, and willingly invest in it.
Create something valuable enough that people would want to come back, and willingly invest in it.
I joined the project after it was already in motion, and led key parts of the final product delivery. My focus stayed on the moments with the biggest impact on long-term engagement.
Redesigned onboarding to create a stronger, more personalized entry point. Introduced ratings and reviews to increase trust and confidence. Improved content discovery through curated recipe collections.
And led the design and launch experience for the public-facing website that supported the app rollout.
The public-facing website carried the rollout. Same voice, same look, scaled across marketing, support and the app stores. One brand, one experience, from discovery to download.
Every screen written for the audience that would open the app the next day, not just announce a new product line.
Outcomes ✦ The Numbers
What launch unlocked for users, for teams, and for the brand, in the months after rollout.
Reached the first-year goals within months, across the App Store and Play Store combined.
Strong reception around personalization and the quality of creator-led content.
Users returned regularly instead of downloading and leaving. The app became part of the routine.
Helping Kraft Heinz create meaningful first-party relationships (preferences, diet, taste) with consent.
The Team
Gratitude to the cross-functional crew that made this one real, and to the testers who kept us honest.