Overview
Project | Kraft What’s Cooking Platform
I started as a UI designer and progressed into a design lead, where I led the transformation of Kraft Heinz’s “What’s Cooking” website into a consumer-facing app. I drove end-to-end design across UX, user research, and UI—bridging consumer needs and business goals through strong craft, clear documentation, and accessibility standards. Along the way, I honed my ability to articulate design impact and build stakeholder confidence in both my expertise and vision.
Building the Foundation
Building Design Principles
We collaborated with our strategist to define initial Design Principles through a stakeholder workshop. As the product matured, we refined them based on insights to better reflect the app’s current state.
Mapped out Minimum Lovable Product Flow and iterate.
While the app initially focused on teaching cooking, we discovered that saving recipes was the true driver of engagement—and quickly shifted our efforts to support that growth.
Triad team Collaboration
This project was a close collaboration across Design, Product, and Tech, involving marketing, copywriters, brand and motion designers, and more. Once we aligned on scope and roadmap, the story began.
At Kraft’s Digital Experience Team, we focus on delivering minimum lovable products. Since launch, our fully functioning recipe app has driven 180,000 downloads with an 84% engagement rate—making it the most engaged consumer app Kraft Heinz has ever built. This success earned us credibility across the organization, and we continue to own and nurture its growth.
Wins & My Learnings
Over the past three years rebuilding Kraft What’s Cooking, we faced countless challenges—but pushed through by adapting, collaborating, and staying committed to delivery. Launching was just the beginning; the real challenge is sustaining user growth year over year. As lead designer, I worked closely with two specialists—one in UX and the other in UI—to drive alignment and secure buy-in across Product, Tech, and leadership. My greatest strength is adaptability—I’m a fast learner who thrives on solving complex problems. We built a design system, in-app and push notifications, an efficient review process, and recipe content management from scratch—it was a hard-earned experience.
Our tight-knit triad team was key, but the broader team's support made it all possible. We’re proud to have won the 2025 Webby People’s Voice Award for Best User Experience.
