Pamela Reif aimed to solve the problem of connecting with her fans in a more genuine and intimate manner, bypassing the limitations of social media algorithms. She wanted a centralized platform where her fans could easily access her latest recipes, workouts, products, and collaborations. Additionally, she sought to motivate her audience by providing tools for a healthy lifestyle, such as planners, updated meal plans, and customizable features, all integrated into a dedicated app.

The initial workshops was a sit in with Pamela and her team to understand her vision and goals for the future, and to develop an MVP that can be attractive to her followers to use on a daily basis. So was the concept phase started: within multiple workshops and iterations we were able to capture the heart of the app through wireframes.

Throughout the concept, design, and release phases we kept in touch with Pam, her team, as well as her users to make sure that in each step we were in the right path.

A design based on her cookbooks and inspired by her social media presence and her personal brand has been created to help engage the users in Pam's world