Hestan Culinary Cue App

Role: Art direction, UX + UI design, Design system
Company: MRM // McCann

Hestan is a renowned cookware brand known for its innovative products, catering to both home and professional kitchens. The company was relaunching its Cue smart cooking system and sought a redesigned app to complement the updated technology. The Cue system connects the burner and pan via Bluetooth, enabling users to control both through their smartphones. Additionally, the app offers access to a curated collection of chef-inspired recipes, bringing the professional kitchen experience into people’s homes.

Discovery Process

At the outset of the project, we conducted a comprehensive competitive audit and thorough user research. Our findings revealed that user engagement was low because the app was originally designed by chefs for professional chefs, rather than catering to home cooks who were looking to expand their culinary skills.

Based on these insights, our primary goal became clear: to boost engagement for both Cue system owners and potential buyers through personalized experiences tailored to individual users. By doing so, we aimed to not only increase the app's value for current Cue owners, but also to encourage non-Cue users to consider purchasing the system in the future.

Design System

I led the development of a design system created for seamless scalability as the app’s recipe library grew. Partnering closely with the Hestan design team, I audited the existing design elements, aiming to repurpose as many as possible to avoid creating custom pages for each new addition. The final design system emphasized a clear type hierarchy, consistent spacing, and high-quality imagery, resulting in a cohesive and visually engaging experience that encourages users to explore the app in depth.

User Testing

Due to tight project timelines, the app design process was highly iterative, relying on continuous user feedback and a “fail fast” approach. This rapid feedback loop proved invaluable, and guided me toward a design direction that pushed the Hestan brand into an unexpected space—utilizing interaction patterns and visual elements that set the Cue app apart from it’s competitors.

Impact

Although the app is still in development, Hestan was highly impressed by the designs and testing results. They are now expanding the project to include their website and additional brands within their parent company, Meyer.