Creating a Smarter Food Discovery Experience

Through user research, we discovered that the biggest barriers to home cooking weren't the recipes themselves—they were the time, effort, and clutter involved in preparation. From meal planning and grocery shopping to chopping ingredients and cleaning up afterward, users faced multiple friction points that made cooking feel overwhelming. These challenges often led to food waste, reliance on takeout, and inconsistent cooking habits, creating an opportunity to design a simpler, more convenient cooking experience.