Recipe App
Redesign

At the time of production, the MyRecipes app held a rating of 2.3 on the App Store. As a UI/UX designer, I aimed to transform MyRecipes into a platform that attracts a substantial user base, fosters an active community, offers diverse recipe options, and encourages engagement.

My research revealed that the existing app falls short of user expectations.

Our target audience seeks accessible and practical recipes, a straightforward and intuitive user interface, and convenient features like easy navigation, favorites, and shopping lists. The resulting system is poised to elevate user engagement and satisfaction, ultimately driving growth and fostering a vibrant community of cooking enthusiasts.

Research began with the industry giants — key recipe resources like Tasty, Allrecipes.com, and Recipe Keeper. I studied their brands, audiences, and marketing strategies, diving into what drove traffic toward certain sites and away from others, as well as the commonalities they often shared.

The original app design was clunky and challenging to navigate, with nested folders, long lists of recipes, and a visually noisy floral background.

To ensure the new design emphasized simplicity, I made sure to both design an information architecture beforehand and develop the user journey through paper prototypes.

The vibrant pink color scheme serves multiple purposes: it retains a connection to the original branding while discarding elements that hinder usability. This choice not only differentiates the app from the typical red/yellow foodie branding, but also establishes a distinctive and inviting aesthetic that is neither overly feminine nor unappealing, especially when paired with the deep eggplant background.

More importantly: the brand finally looked like what it had always felt like.