The hardest part of this project was staying true to MVP discipline.

Research surfaced many valuable ideas:

• Calorie tracking

• Dynamic ingredient scaling

• Reverse recipe search by pantry contents

• Step-by-step video guidance

But the challenge was knowing what not to build yet.

Feature restraint became a design decision.

I began by exploring how people actually plan, prepare, and experience cooking, focusing on moments of hesitation and frustration rather than ideal behaviour. Through interviews and observation, clear patterns emerged that shaped the product direction.

Key insights:

• Simple and achievable: Users rarely try new recipes unless instructions feel clear, manageable, and time-efficient. Short prep and cook times mattered.

• Decision fatigue: Many novice cooks struggled with what to cook, defaulting to familiar meals. Clear categorisation and strong visual inspiration helped unlock exploration.

• Ingredients first: Weekly shoppers wanted a concise, scannable ingredient list with easy-to-source items and no unnecessary detail.

• Step-by-step clarity: Cooking instructions often felt overwhelming. Users wanted visible progress, simple check-offs, and reassurance about what comes next.

• Visual appeal: Appetite-driven imagery played a critical role in recipe selection and confidence to begin.

These findings reinforced a core product principle: reduce uncertainty at every step, and cooking becomes less intimidating and more inviting.

I translated research insights into a tightly scoped MVP that prioritised clarity, ease, and momentum. The goal was to help users decide faster, feel capable sooner, and stay oriented throughout the cooking process.

Key product decisions included:

• Smart filters based on real decision drivers: meal type, difficulty, and cooking time

• Clear effort and time indicators to make recipes feel immediately approachable

• A simple, scannable ingredient list aligned with weekly shopping habits

• Step-by-step progression with checkmarks to reduce cognitive load

• Lightweight personalisation through favouriting, supporting future discovery without friction

To protect the MVP, I deliberately deferred advanced features, such as dynamic portion scaling, video instructions, or ingredient-based reverse search. This restraint kept the product focused, testable, and user-centred, while leaving a clear roadmap for future iteration once behaviour validated the core experience.

Navigation hierarchy was designed around decision flow, not content volume.

The experience was structured to support:

• Fast inspiration

• Low-friction selection

• Confident progression

• Completion satisfaction

Information architecture focused on:

• Minimal cognitive load

• Predictable patterns

• Clear task ownership per screen

Initial low and high fidelity wireframing and prototyping were used as core product thinking tools, helping shape flow, and decision-making before visual refinement.

• Started with low-fidelity sketches to explore hierarchy, task flow, and cognitive load for novice cooks

• Focused on moving users from uncertainty to action through clear progression

• Translated validated flows into digital wireframes and interactive prototypes

• Used lightweight prototypes to test navigation, step-by-step cooking flows, and key decision points

• Iterated quickly based on usability feedback before committing to high-fidelity

This approach ensured the MVP prioritised clarity, confidence, and ease of use from the first interaction.

I conducted a series of usability tests, asking participants to think aloud while completing key tasks.

Observed friction points included:

• Hesitation during recipe selection

• Confusion about step order

• Anxiety about ingredient completeness

Using affinity mapping, I grouped findings and iterated quickly using lightweight prototyping tools.

Each iteration reduced uncertainty and improved task completion.

Conversion was designed into the product from the start.

I tested:

• CTA placement and language

• Registration friction

• Sign-up sequencing

• Trust cues and reassurance patterns

Heatmaps and click tracking informed refinements that improved engagement and reduced abandonment.

The final MVP experience prioritised:

• Calm, distraction-free layouts

• Strong visual hierarchy

• Sensory appeal through imagery

• Clear next steps at all times

Users consistently described the product as:

“Simple, stylish, and easy to follow.”

Which was the exact design goal.