What's Cooking.com
About
WhatsCooking.com was created to bring the app’s vibrant cooking community to a wider audience within the Kraft Heinz brand ecosystem. The site highlights hand-picked creators, recipe videos, and key features like Cooking Mode, while showcasing the app’s Webby Award recognition. By presenting only curated, easy-to-cook content, the website turns casual visitors into engaged users, helping them discover the app’s value and encouraging downloads.
Challenge
Kraft Heinz needed a promotional site for the What’s Cooking app — one that could capture Gen Z attention, communicate its value, and drive downloads while reflecting the app’s playful, social spirit.
Focus
Collaborated with Brand and Marketing teams to define the website’s strategic priorities within a tight two-week timeline. Drawing on my knowledge of KraftHeinz.com’s design system and the app’s Gen Z-focused strategy, the focus was on crafting a compelling storytelling flow to guide visitors through the app’s value. Working within existing design components, decisions balanced rapid visual executions with clear narrative, ensuring the site highlighted creators and key features in a way that drives app exploration and downloads.
Hands On
Designed and produced all graphics, illustrations, banners, and recipe previews. Created simple animations using Jitter and collaborated with animators to bring more complex proposals to life. Built high-fidelity prototypes to test layouts, content flow, and interactivity. Worked within KraftHeinz design system components for rapid implementation. Organized recipe video content and FAQ sections to provide a seamless user experience.
What I Learned
This project reinforced the importance of leading with storytelling before visuals. Working closely with stakeholders taught me how to align narrative goals with what’s technically possible within an established design system—showing how component limitations can actually guide clearer decisions. I also learned the value of balancing creative proposals with stakeholder perspectives to shape focused messaging. Even small micro-animations proved powerful in adding life and intention to an otherwise static layout, elevating the overall user experience.
Team
Dominique Suraya — Product Designer
Julie Stolberg — Copywriter
Saadia Karhar — Visual Designer