Launching Discovery, Inc.'s first direct to consumer product.
Role
Senior Product Designer
Scope
0 to 1 Product Launch 0 to 1 Feature Launch Illustration
Team
Direct to Consumer, Food Network, Warner Bros. Discovery (previously Discovery, Inc.)
The opportunity
Turning audience trust into an everyday cooking companion.
Food Network already had the ingredients for a powerful digital product: beloved talent, a deep recipe library, and an established audience. The opportunity was to build on that foundation and create a product people would return to throughout their cooking journey—not just when searching for a recipe.
I was part of the four-person design team that concepted, pitched, and launched Food Network Kitchen in 2019. I designed end-to-end features, user journeys, custom iconography, and video experiences in close partnership with product, engineering, and leadership.
Below are features, interactions, and visual systems I personally designed for the launch.
Before & after
Leveraging a food legacy
Food Network Kitchen evolved the existing free recipe app into a new subscription experience, expanding the product beyond recipe discovery with live and on-demand classes, guided cooking, and premium features.
1st Time App OnboardingSubscription PlansFiltersIllustrated Modal
Save recipe & create a board
Users can save recipes to existing or new boards, keeping favorites organized and easy to find when it’s time to cook.
Save recipe & create a board
Navigate & Browse
Recipes, shows, and live and on-demand classes come together in five main destinations: Explore, Classes, Recipes, Shows, and Profile.
A persistent bottom navigation keeps each destination within reach, connecting discovery and learning with saved recipes, boards, and shopping lists in Profile.
Navigation & information architecture
Login & profile
Users can log in to access their saved recipes, boards, and shopping list, keeping their cooking essentials in one place.
Login & profile
Card styles
RecipeCollectionMeal planLive classUpcoming live classPreviously live class
Icons & Illustrations
I created the visual language for Food Network Kitchen, making custom icons and illustrations that brought the brand to life throughout the product.
Bringing Food Network Kitchen to the big screen, from discovering shows and activating a profile to choosing a plan, watching episodes, and exploring related recipes.
Explore Landing, Free TierUpsell OfferProfile ActivationPlan SelectionEpisode PlaybackRecipes and More
Product Marketing
Make This Kitchen Yours
App Store App of the Day
The impact
Loved by home cooks. Recognized by the industry.
Reviews
4.9 / 5
★★★★★
with 514k+ reviews in the App Store
“Easy to navigate! Good stuff!”
“I like going through the app when I have a classic craving, when I want something fresh and new, or when I need to build my grocery shopping list. It’s easy for anyone to find and cook something great.”
“I really love this app I loved it so much using the free trial that I went ahead and purchased it You can save your recipes you can create a shopping list it just gives you everything You need to make just about everything from scratch I haven't found anything yet that I cannot make from scratch that I used to think I had to buy at the store. I never realized I could make my own homemade mozzarella cheese or my own homemade ricotta cheese That's just two examples.”
Awards
2020 Webby Winner
People’s Voice Winner
Apps and Software, Food and Drink
People’s Voice Winner
Apps and Software, Productivity (Voice)
Nominee
Apps and Software, Best Branded Voice Experience
Nominee
Apps and Software, Best User Experience
The next chapter
The product kept evolving.
I designed two new much anticipated features as the app matured.
