A daily problem with real consequences.
For people with food allergies and intolerances, choosing a meal can mean checking ingredients, questioning substitutions, and working through incomplete information. A recipe experience has to take that uncertainty seriously.
Yumkin’s founder, Sybilla, brought me in to help shape the user experience and brand from the ground up. The design challenge was to make a complex subject approachable without hiding the information people need to make a decision.
Start with what people need to understand.
Research with people living with allergies and intolerances informed the experience principles: clarity, confidence, and a sense of possibility.
I translated those principles into a dietary-profile onboarding flow, recipe views, filters, and reusable design patterns. Ingredient information and explanations needed a clear place in the experience, alongside the recipes themselves.
One product language.
I developed a friendly visual identity, including the “Yummy” mascot, and a modular design system. The brand gives the product a recognisable personality; the system gives the team a consistent foundation for extending it.
That connection matters. A warm visual language can make the experience more approachable, but confidence also requires clear information, understandable behaviour, and explicit treatment of uncertainty.
The ongoing focus.
Yumkin brings product strategy, UX, and brand into the same conversation. The work is about helping people express their needs, understand what the product knows, and explore food with less cognitive effort.
The interface supports informed choices. Its appearance is never a substitute for evidence about an ingredient or recipe.