As a product designer working on Breville’s digital ecosystem, I helped design a set of connected experiences that brought together cooking inspiration, meal planning, and product integration across mobile and web.
The work explored how Breville could move beyond standalone recipes to create a more personalized, ongoing relationship with home cooks — connecting content, community, and hardware into a cohesive experience.
Date
January - May 2022
Role
Lead UX/UI Designer
The Challenge
Breville customers don’t just buy appliances — they build routines around cooking.
The challenge was to design an experience that:
- Supported cooks before, during, and after meal planning
- Made inspiration feel personal rather than generic
- Created long-term engagement beyond a single recipe or product page
At the same time, the experience needed to scale across devices and fit naturally within Breville’s existing brand and commerce ecosystem.
From inspiration to planning
As users move deeper, the experience shifts from browsing to intent.
Meal planning tools help cooks:
- Organize recipes for the week
- Filter based on preferences and constraints
- Reduce the friction of deciding “what’s for dinner?”
This transition was designed to feel lightweight and flexible, supporting both structured planners and more spontaneous cooks.
Personalization across the ecosystem
Personalization plays a central role across the experience.
From tailored recipe recommendations to product-aware content, the system adapts based on:
- User preferences
- Cooking habits
- Breville appliances owned
Rather than treating recipes, products, and planning as separate surfaces, the experience connects them into a single, evolving ecosystem.
Designing for consistency across devices
The experience spans mobile and desktop, with each surface optimized for its context:
- Mobile supports quick inspiration, saving, and casual browsing
- Desktop enables deeper planning and exploration
Design decisions focused on maintaining consistency in structure and language, while allowing flexibility in interaction patterns based on device.
Outcomes and learnings
This work helped Breville explore how digital experiences can:
• Extend the value of physical products
• Encourage repeat engagement through content and utility
• Build long-term relationships with customers beyond the point of purchase
The project reinforced the importance of designing systems — not just screens — when connecting content, commerce, and hardware into a cohesive product experience.