Parsnip.ai
Parsnip.ai is another way of saying “Duolingo for cooking”. It motivates busy home cooks to make the most of available ingredients and tools, and enables a sense of purpose and community. The app helps users master cooking fundamentals, encouraging consistency and offering a budget-friendly way to prepare meals for themselves or others.
Busy schedules lead to people who do not have the basic knowledge of creating meals out of leftover fridge ingredients. These people resort to using online delivery services rather than planning meals in advance and struggle to become motivated to cooking due to the lack of progress tracking or feeling rewarded. Long-term we’re building an AI assistant to your home that helps minimize the cognitive load of meal planning, shopping, and preparing food.
Overview
Problem
Goal
Create a mobile application that enables day-to-day users to discover fundamentals of cooking and be able to use ingredients and appliances around them to help familiarize them with making cost-effective dishes.
To ensure that the application reaches the breadth of our target audiences, I conducted extensive user research through surveys and by interviewing users who have previous experiences with apps and websites such as allrecipes.com. By analyzing the data, I have identified common pain points that informed the design and development of our app.
Persona
User Research
Outcome
Style
I created various design options and presented them to the stakeholders. After some feedback, we created a design direction that showcased a warm, fun, and inviting layout, scheme, and choice in typography.
There are over 20M US-based millennial and Gen Z that consider themselves beginner cooks. We wanted to create the “Duolingo for cooking” and help users with their confidence issues in learning how to cook. Each recipe provides a complete list of everything needed to make the dish, along with variations for those who may lack certain tools or ingredients. You can jump right in and start cooking, save recipes to your favorites, or explore alternatives tailored to your preferences.
Design