whisk
meal-planning and recipe platform designed to make cooking at home feel easier, more approachable, and less intimidating for beginners.
duration
feb-apr, 2026
services
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visual identity
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user research
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ux/ui design
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copywriting
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brand strategy
the problem
the hardest part happens before cooking
cooking at home can be time consuming, overwhelming, and intimidating, especially for beginners. between finding recipes, planning meals, and shopping for ingredients, the process can feel like more effort than it's worth, making takeout the easier choice.
many aspiring home cooks want to prepare more meals themselves but struggle with knowing where to start and how to stay organized. just because someone lacks confidence or experience in the kitchen doesn't mean they shouldn't have access to tools that make cooking feel simple, approachable, and achievable.
research goal
how do users build confidence in home cooking?
research objectives
understanding what gets in the way
through user interviews, i wanted to:
explore users’ current routines and meal-planning habits
identify key moments where users decide to cook versus order food
learn what support or guidance would make users feel more confident cooking at home
research insights
planning is the real barrier. not cooking. users don’t struggle most with cooking itself but with deciding what to make, planning meals, grocery shopping, and prep.
users want ease, not inspiration. most platforms offer inspiration but users need simple decisions, clear steps, and low-effort recipes.
cooking only happens when conditions are perfect. users cook when ingredients are readily available, they have enough time and energy, and when they have no competing plans.
100%
of beginner cooks prefer written steps for recipes
4 of 5
users identified time as the biggest obstacle
3 of 5
users expressed anxiety about safety and correctness
persona
ideation
simplifying the journey from recipe to table
how can I help busy, low confidence home cooks make cooking feel more approachable? will users want to narrow down recipes based on factors like cooking time, available ingredients, or meal of the day? how can these features be integrated into a single platform that simplifies planning, shopping, and cooking from start to finish?
design
designing for confidence, not complexity
initial wireframes focused on building out an easy to navigate UI that would narrow in on a few key opportunities:
recipe discovery
create a homepage where users can browse popular recipes and quickly find something to cook, making it easier to decide what's for dinner
recipe details & saving
give users a detailed view of a recipe, including cook times, ratings, and descriptions, with the ability to save recipes to their account
recipe box & grocery planning
give users a centralized space to search and organize saved recipes, with access to ingredients that can be turned into a grocery list
building the brand
whisk's brand was designed to feel warm, approachable, and supportive, helping beginner cooks feel more confident throughout their cooking journey.
testing objectives
validate concept. i wanted to understand whether the experience solved users' biggest pain points and if the features felt useful, intuitive, and valuable for beginner home cooks.
observe the user journey. watching first time users navigate the website would help identify where they moved through the experience with confidence and where they encountered confusion or friction.
evaluate brand experience. as a new brand, i wanted to understand users' first impressions of Whisk and whether the name, visual identity, and overall experience felt inviting to beginner cooks.
usability results
simple choices made a difference
users overall had very positive reactions to the product. the grocery list, visual design, and key actions like saving recipes and adding ingredients were especially well received, with users describing the interface as clean, inviting, and easy to navigate.
3 of 5
users indicated adding a checkbox feature next to each grocery item
100%
of users liked the concept and branding
5 of 5
users found the grocery list intuitive and well-organized
iterations & refinements
while navigating through the platform, users all had very similar behavior and comments about the grocery list page. this lead me to implement a couple of changes:
improve grocery list discoverability. relocate or more clearly surface the grocery list outside of the “recipe box” to better align with user expectations and reduce navigation friction
add action confirmation states. introduce subtle confirmation cues (e.g., toast messages or pop-ups) when users save recipes or add items to the grocery list to reinforce successful actions and build confidence.
enhance grocery list functionality. add check boxes next to each item to support real-time tracking while shopping and improve task completion in real-world use cases.
strengthen navigation clarity. consider simplifying or clarifying information architecture so key features like recipes and grocery lists feel more directly accessible.
final prototype