Just a Pinch
UX/UI
2026
The Problem:
A generation of recipes at risk of disappearing.
There's a growing disconnect between older generations - who hold decades of culinary knowledge - and younger adults who want to cook traditional, homemade food but don't know where to start. The problem is that the best recipes were never written down.
Two journeys, one shared kitchen
The app runs on a two-sided model: the mentor and the learner. Their flows are separate but designed to meet in one place - the video call.
Malka
For Malka, 82, cooking was always instinctive - "a pinch of this, enough of that." Her children live abroad. She misses sharing the food she makes with her loved ones, people who appreciate her knowledge she gathered in her lifetime.
Yoad
Yoad, 25, just moved out for the first time. He doesn't know how to cook, but wants to be independent in the kitchen, while nourishing himself with traditional, homemade food.
Malka's flow
01
Malka joins as a 'mentor'. She goes through a short and clear, one-question-at-a-time, onboarding that asks what she's an expert in.
02
She adds a recipe with whatever she knows (ingredients, no precise quantities needed), and she has an option to transcribe if typing is too complicated for her.
03
When Yoad reaches out, she gets a message. In the chat, she has the option to choose between automated replies, transcribing, and typing. She easily schedules a video call. The video call is in-app, so Malka doesn't have to download anything else.
Yoad's Flow
01
Yoad joins as a 'learner'. He sets up a profile and chooses cuisines he's interested in.
02
When he finds Malka's beet kubeh, he sends her a message to schedule a video call. During the call, he cooks along with her.
03
Afterwards, he gets an AI summary of the video call, which includes the steps and measurements. He edits and confirms, finalizing the documentation of the recipe.
Key design descisions
1. Accessible without looking like it
Most apps designed for older users end up feeling clinical - big buttons, high contrast, and nothing else. The challenge here was designing for Malka without alienating Yoad. Large type, clear cards, and prominent visuals make the interface easy for someone who didn't grow up with smartphones - but nothing about it signals "this is an accessibility app".
2. Skeuomorphism as a bridge
The home screen tabs are styled like the dividers of a physical recipe binder. Skeuomorphic design makes the interface feel familiar to older users like Malka.
3. A retro visual identity
The aesthetic references mid-century cookbooks and vintage food photography. The color palette - warm cream, terracotta, deep brown - and the use of illustrated food imagery alongside retro Hebrew typography create a sense of nostalgia and trust.
The Process
Problem mapping
Personas
Empathy maps
Wireframes
References
Coconut Cult - The buttons, the strokes, and the pill shapes informed the component style throughout the app. The saturated colors were also an important reference - seeing how well it worked there made it easier to commit to a colorful palette
Shopback & Postmates - Both served as reference for the messaging layout. The quick-reply chips in Shopback were useful for thinking about the chat flow - ended up closer to the Postmates layout in terms of simplicity.
Uber - The stepper component was almost directly lifted into Yoad's post-session recipe editing flow. The main change was replacing the dashed line with a solid one, which fit the visual language better.
DAZN & GoodRx - The signup screen structure in both is clean and well-prioritized. Used them as a base for the registration screen.
'Just a Pinch' is a mobile app designed to bridge the generational gap through the shared language of cooking. The project stems from the idea that the best recipes aren't found in books, but in the hands of older generations - where measurements are "by the eye" and techniques are passed down through stories. 'Just a Pinch' connects elderly mentors with young enthusiasts, creating a space where culinary traditions are preserved and human connections are forged.
The platform's workflow addresses the elusive nature of "Grandma’s recipes." Initially, recipes are uploaded with only general ingredients and a "pinch" of intuition. It is only through a 1-on-1 cooking session that the young user helps translate these intuitive methods into precise measurements. This collaborative process transforms a vague memory into a documented legacy.