Cookidea Brand and UX Development
Aymen Rouabehi
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Posted Feb 14, 2026
Developed brand and UX for Cookidea's social app, establishing a cohesive design system and user flows.
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Timeline
Jun 1, 2025 - Aug 1, 2025
Cookidea
1. Brand & Visual Direction
I joined Cookidea at an early stage, when the concept existed but nothing was visually structured yet.
We started by building the brand foundations:
Color palette
Typography
Logo
Overall visual direction
The goal was to create an identity suited for a social application — something warm and accessible, but structured enough to support a scalable digital product.
2. Design System & Variables
Once the visual direction was validated, I built the design system.
This included:
Color tokens
Typography hierarchy
Spacing system
Reusable components
The objective was to ensure visual consistency across the entire product and avoid fragmentation as new features were added.
This system became the foundation for all future interfaces.
3. Waitlist (Conversion-Focused)
Before developing the application, we launched a waitlist to validate interest.
Wireframing
I began with a wireframe to define:
Section structure
Message hierarchy
Clear communication of the social aspect of the app
The goal was to maximize conversion while making it immediately clear that Cookidea was not just a recipe website, but a social platform.
Final Design
Once the structure was validated, I designed the page using the previously defined variables, ensuring full alignment with the brand system.
4. Information Architecture & User Flows
On the UX side, I worked on:
The overall application architecture
Feature prioritization
Core user flows
Key flows included:
Publishing a recipe
Exploring content
Saving recipes
Accessing a creator profile
The goal was to keep the experience intuitive and frictionless while maintaining the social dimension of the product.
5. Application Design & Product Complexity
After defining the flows, I moved on to designing the full application.
While the concept seemed simple on the surface, the product quickly revealed deeper complexity.
One of the main challenges concerned how user-submitted ingredients should function.
We wanted:
Users to freely add ingredients
The ability to moderate content
Ingredients to be interactive
Future possibilities such as linking ingredients to nearby stores
On the back-end side, there were uncertainties about how to structure and manage this data properly.
These technical questions directly impacted interface decisions.
As a result, several interfaces had to be redesigned multiple times to adapt to evolving technical constraints and architectural decisions.
This phase required balancing product ambition, technical feasibility, and user clarity.
6. Current Status
The project is currently still in development on the engineering side.
The UX structure, visual system, and core interfaces are established, and the implementation process is ongoing.