PGG Wrightson


Brand Identity

Brand Guidelines

As a UX designer for iFood, my role centered around the creation of an innovative application and website that would elevate the food recipe experience from around the world. To achieve this ambitious goal, my design process began with an in-depth user research phase, where I engaged with local individuals, particularly students responsible for cooking meals for their flatmates. These interviews and interactions provided invaluable insights into the needs, preferences, and pain points of our target users.

The user research served as the bedrock of my design decisions, ensuring that the application and website would be tailored to address the real-life challenges faced by our users. By understanding their behaviors, expectations, and desires, I gained a clear understanding of the features and functionalities that would resonate with them the most.

Empowering Users with User-Focused Features

With a user-centric approach in mind, I set out to design an application that would become a reliable culinary companion for our users. I leveraged the research insights to create a user-friendly interface, intuitively guiding users through the platform and facilitating a seamless recipe discovery experience.

At the heart of the design were several user-focused features that enriched the overall experience. A key highlight was the recipe search function, which empowered users to explore recipes based on specific criteria, such as ingredients, cooking time, and dietary restrictions. This enabled users to quickly find recipes that aligned with their preferences and constraints.

Additionally, I incorporated a favorites list, allowing users to save and access their beloved recipes effortlessly. By catering to individual preferences, the application offered a personalized touch, making users feel more connected to the platform.

Ensuring a visually appealing experience, I carefully selected high-quality images of dishes, enticing users to explore and try new recipes. To further enhance the cooking process, I included step-by-step instructions with accompanying illustrations, making it easy for users to follow along and create culinary delights.

To accommodate users’ busy lives, I optimized both the website and application for mobile devices, granting them the freedom to access the platform anytime and anywhere.

A Seamless and Enjoyable Culinary Adventure

The fruition of my UX design for iFood culminated in a transformative platform that offered an enjoyable and seamless culinary adventure. By placing users at the core of the design process, the application and website harmoniously merged innovative features with user-centric design elements.

With a vast array of recipes from around the world at their fingertips, users were empowered to embark on a delightful culinary journey, exploring diverse cuisines and flavors. The intuitive interface guided users effortlessly through the platform, making recipe discovery a joyous experience.

The UX design for iFood aimed to inspire users to step out of their culinary comfort zones, discover new dishes, and embrace the art of cooking with enthusiasm. By catering to their unique needs and preferences, the platform cultivated a sense of community, where users could share their culinary creations and experiences.

In conclusion, the user-centric design process for iFood resulted in a revolutionary application and website, ushering users into a world of culinary delight and global gastronomy exploration. Through careful research and thoughtful design choices, the platform embodied the essence of bringing people together through the universal language of food, inspiring a passion for cooking and fostering a vibrant culinary community.