BUSINESS GOALS Create a digital tool with a sophisticated recipe schema that gives recipe creators more control over their content and its delivery. Enable users to have a guided, straightforward, energy/time-efficient, and visual experience through cooking a recipe. Allow consumers a way to follow the activity of other consumers and creators as a way to motivate them to cook (a) different recipes, (b) more often, and (c) improve their skills, etc. PROBLEMS Adding innovation like parallel cooking (two or more recipes at once) through intuitive and easily adoptable information architecture and navigation. Using simple, yet elegant UI design to allow recipe images and creator customizations to shine. Adding a seamless social element to the platform without making a “social media platform”.