genius kitchen

Redesigning Food.com

During my time at Scripps Networks Interactive (now Discovery), we were tasked with rebranding Food.com and relaunching as Genius Kitchen. Food.com was a completely user generated recipe site and Genius Kitchen was a new food entertainment product featuring original shows and new recipes targeted towards millennials. By combining the two we wanted to create an aesthetic that was bold, alive, modern, and social as well as inviting and credible. My role was to work with the team to determine the new look and feel of the site. We created a new style guide and reworked layouts form the old site to improve usability. It’s a card based layout so I worked on redefining all the cards from the old site to use as building blocks for the new site. Due to our tight timeline we were restricted to primarily reskinning the site, with the exception of a few custom pages like the recipe page. Once we were ready to build I shifted over to work with the developers on the front end code to get the site pixel perfect with the designs.