/01 Overview
Foodfeed is a recipe discovery app designed to help users overcome decision fatigue and confidently choose what to cook.
Foodfeed is a recipe discovery app designed to help users overcome decision fatigue and confidently choose what to cook.
Foodfeed is a recipe discovery app designed to help users overcome decision fatigue and confidently choose what to cook.
Foodfeed is a recipe discovery app designed to help users overcome decision fatigue and confidently choose what to cook.
/02 The Problem
A common
Many people face a common, everyday challenge:
Despite having access to countless recipes, users struggle with:
Decision fatigue
Lack of personalization
Overwhelming choices
/02 The Solution
Foodfeed is a recipe app that inspires and helps users discover recipes based on personal preferences.
/03 The Design Process
The design process included overlapping stages that diverged to explore ideas and converged to define focused solutions for home cooks.
/03 Discovery
In a lifetime, a person makes over 5.1 million decisions about meals. Here are several apps currently available on iOS that make deciding what to eat easier.
The biggest opportunities lie in:
Structured meal planning
Decision-focused recommendations
Deeper personalization
Pantry-driven cooking
Beginner onboarding
/04 User Research
We collected insight from home cooks to better understand how they discover, find and save recipes.
Questionnaire Key Findings
Users cook moderately often but rarely explore new recipes.
Decision fatigue is a primary pain point.
Social media is the dominant recipe discovery channel.
Existing recipe apps have low engagement.
Clear instructions and decision support are highly valued.
Interview Key Findings
Users struggle most with deciding what to cook, when hungry.
High-protein and healthier eating goals strongly influence meal choices.
Recipes are saved across multiple platforms with no central organization.
Missing ingredients often change or stop cooking decisions.
Photos and presentation heavily impact whether a recipe is chosen.
Research limitations
While our qualitative data provides meaningful insights, we recognize that a larger participant pool would allow for stronger quantitative analysis and more robust validation of the findings.
/05 User Persona
To design for home cooks, I developed a data-driven user persona that captures their core needs, motivations, and pain points.