Yummy
Arabic Food & Recipe Platform
Yummy is an Arabic food and cooking platform by 7awi Media Group, bringing together recipes, cooking videos, food inspiration, and practical culinary content within one digital experience.
The product was designed to make a growing library of food content easier to discover and use across desktop and mobile, helping users move naturally from browsing for inspiration to finding and following the right recipe.
My work focused on the UX and product design direction, including information architecture, recipe discovery, content hierarchy, responsive interaction patterns, and a scalable visual system for the platform.
Scope:
UX Strategy · Product Design · Design System
UX Strategy · Product Design · Design System
Client:
7awi Media Group
7awi Media Group
Year:
2022
2022
The Challenge
Food discovery does not follow a single path. A user may search by ingredient, meal, occasion, recipe type, or simply browse for inspiration without knowing exactly what they want to cook.
Yummy needed to organize a large and visually rich mix of recipes, videos, and food content without making browsing feel complicated. Once users found a recipe, the experience also had to shift from inspiration to utility, presenting the information needed to prepare a dish clearly and efficiently.
The challenge was to create an experience that made a broad content library easy to explore while keeping individual recipe journeys focused, practical, and consistent across mobile and desktop.
Strategic Approach
The experience was designed around the different ways people discover food and the different needs they have before and during cooking.
• Designed multiple paths to discovery: Structured navigation and content around common entry points such as meals, ingredients, occasions, recipe categories, and video content rather than relying on a single hierarchy.
• Connected inspiration with utility: Balanced rich food imagery and editorial discovery with clear recipe information so users could move naturally from browsing to preparing a dish.
• Made recipes easier to scan and follow: Organized key information, ingredients, preparation details, steps, imagery, and related content into a clear hierarchy designed for practical use.
• Prioritized the mobile experience: Adapted discovery and recipe patterns for smaller screens where users need fast access to useful information with minimal friction.
• Created reusable content patterns: Established consistent components and layouts that could support different recipe formats, categories, editorial features, and seasonal campaigns as the platform grew.
Product Impact
The project established a clearer and more consistent experience for discovering and consuming Yummy’s growing library of recipes, videos, and food content across desktop and mobile.
A structured content architecture made it possible to support multiple discovery paths while reusable recipe and content patterns created greater consistency across the platform.
The resulting design system also provided a scalable foundation for expanding categories, introducing seasonal experiences, and publishing new food content without requiring new interaction patterns for each use case.
The Challenge
Food discovery does not follow a single path. A user may search by ingredient, meal, occasion, recipe type, or simply browse for inspiration without knowing exactly what they want to cook.
Yummy needed to organize a large and visually rich mix of recipes, videos, and food content without making browsing feel complicated. Once users found a recipe, the experience also had to shift from inspiration to utility, presenting the information needed to prepare a dish clearly and efficiently.
The challenge was to create an experience that made a broad content library easy to explore while keeping individual recipe journeys focused, practical, and consistent across mobile and desktop.
Strategic Approach
The experience was designed around the different ways people discover food and the different needs they have before and during cooking.
• Designed multiple paths to discovery: Structured navigation and content around common entry points such as meals, ingredients, occasions, recipe categories, and video content rather than relying on a single hierarchy.
• Connected inspiration with utility: Balanced rich food imagery and editorial discovery with clear recipe information so users could move naturally from browsing to preparing a dish.
• Made recipes easier to scan and follow: Organized key information, ingredients, preparation details, steps, imagery, and related content into a clear hierarchy designed for practical use.
• Prioritized the mobile experience: Adapted discovery and recipe patterns for smaller screens where users need fast access to useful information with minimal friction.
• Created reusable content patterns: Established consistent components and layouts that could support different recipe formats, categories, editorial features, and seasonal campaigns as the platform grew.
Product Impact
The project established a clearer and more consistent experience for discovering and consuming Yummy’s growing library of recipes, videos, and food content across desktop and mobile.
A structured content architecture made it possible to support multiple discovery paths while reusable recipe and content patterns created greater consistency across the platform.
The resulting design system also provided a scalable foundation for expanding categories, introducing seasonal experiences, and publishing new food content without requiring new interaction patterns for each use case.
