Kitched
2024
Kitched is a recipe-focused content platform that blends the visual, scrollable experience of apps like TikTok and Instagram with the practical needs of cooking. The challenge was to take a highly engaging, entertainment-driven format and adapt it into something genuinely useful in the kitchen. While short-form video works well for inspiration, cooking requires clarity, structure, and precision, particularly around ingredients, measurements, and method without sacrificing the delight of visual discovery.
My roles
Brand Design
User research
UX/UI Design
Design system
Kitched
2024
Kitched is a recipe-focused content platform that blends the visual, scrollable experience of apps like TikTok and Instagram with the practical needs of cooking. The challenge was to take a highly engaging, entertainment-driven format and adapt it into something genuinely useful in the kitchen. While short-form video works well for inspiration, cooking requires clarity, structure, and precision, particularly around ingredients, measurements, and method without sacrificing the delight of visual discovery.
My roles
Brand Design
User research
UX/UI Design
Design system
Kitched
2024
Kitched is a recipe-focused content platform that blends the visual, scrollable experience of apps like TikTok and Instagram with the practical needs of cooking. The challenge was to take a highly engaging, entertainment-driven format and adapt it into something genuinely useful in the kitchen. While short-form video works well for inspiration, cooking requires clarity, structure, and precision, particularly around ingredients, measurements, and method without sacrificing the delight of visual discovery.
My roles
Brand Design
User research
UX/UI Design
Design system
I began with competitor audits to understand how existing recipe and social platforms balanced inspiration with usability. The product experience needed to look and feel unique, whilst also maintain ease of use at its core. Recipes were presented to customers to browse and discover through a video medium, supported by clear ingredients with imagery, a structured step-by-step method, and interactive ingredient links that allowed users to view measurements and adjust quantities. An isolated ‘cook mode’ was also introduced to focus in on the method step by step in large text, helping bridge the gap between casual browsing and the practicality of cooking the meal.
I began with competitor audits to understand how existing recipe and social platforms balanced inspiration with usability. The product experience needed to look and feel unique, whilst also maintain ease of use at its core. Recipes were presented to customers to browse and discover through a video medium, supported by clear ingredients with imagery, a structured step-by-step method, and interactive ingredient links that allowed users to view measurements and adjust quantities. An isolated ‘cook mode’ was also introduced to focus in on the method step by step in large text, helping bridge the gap between casual browsing and the practicality of cooking the meal.
I began with competitor audits to understand how existing recipe and social platforms balanced inspiration with usability. The product experience needed to look and feel unique, whilst also maintain ease of use at its core. Recipes were presented to customers to browse and discover through a video medium, supported by clear ingredients with imagery, a structured step-by-step method, and interactive ingredient links that allowed users to view measurements and adjust quantities. An isolated ‘cook mode’ was also introduced to focus in on the method step by step in large text, helping bridge the gap between casual browsing and the practicality of cooking the meal.
Alongside the product experience, I developed a light brand for Kitched, refining the logo to feel more rustic and warm along with defining an updated colour palette that felt inviting, appetising, and human. From early wireframes through to polished, development-ready designs, I delivered a comprehensive design system to ensure consistency and scalability as the platform evolved. The result was a cohesive product and brand that combined the energy of social content with the clarity and utility required for real-world cooking.
Alongside the product experience, I developed a light brand for Kitched, refining the logo to feel more rustic and warm along with defining an updated colour palette that felt inviting, appetising, and human. From early wireframes through to polished, development-ready designs, I delivered a comprehensive design system to ensure consistency and scalability as the platform evolved. The result was a cohesive product and brand that combined the energy of social content with the clarity and utility required for real-world cooking.
Alongside the product experience, I developed a light brand for Kitched, refining the logo to feel more rustic and warm along with defining an updated colour palette that felt inviting, appetising, and human. From early wireframes through to polished, development-ready designs, I delivered a comprehensive design system to ensure consistency and scalability as the platform evolved. The result was a cohesive product and brand that combined the energy of social content with the clarity and utility required for real-world cooking.
