What it does
Zest is a cooking app that aims to teach the fundamentals behind great food. Instead of just listing recipe steps, it breaks down core cooking concepts into interactive, bite-sized lessons. Users learn the 'why' behind techniques and then apply that knowledge through guided recipes, effectively turning their kitchen into a classroom.
Where it shines
Zest's strength lies in its educational framework. The app successfully gamifies learning with an XP system and a clear progression path. The lesson on 'Simple Sauces' (02:14) is a great example, using simple visuals and quick quizzes to explain concepts like mouthfeel. The app then brilliantly connects this theory to practice. A recipe for Creamy Parmesan (03:32) isn't just a recipe; it's an application of the sauce lesson, explicitly listing the concepts the user is practicing. This creates a cohesive and rewarding learning loop.
UX highlights
- Friendly Mascot: 'Loma the leek' guides users through onboarding (00:01), adding a layer of personality and making the initial quiz feel less sterile.
- Interactive Checklists: In the recipe view, both ingredients (04:04) and equipment (04:14) can be checked off with a satisfying tap, helping users keep track of their progress.
- Embedded How-To's: The recipe instructions contain contextual help. For example, key terms are highlighted, which could link to technique videos or explanations.
- Thoughtful Microcopy: The app's tone is encouraging and fun. Lines like "Cooking is self-care" (00:31) and tips within recipes feel like a supportive friend is cooking with you.
- Dynamic Meal Planning: The ability to add multiple recipes to a single menu and then adjust serving sizes for each (06:00) is a powerful planning tool.
Monetization & growth
The app presents a paywall after the personalization quiz but before the user experiences the core product (01:46). It offers a 2-week free trial for its 'Zest Unlimited' subscription, with both monthly and annual plans. A standout feature of the paywall is the visual timeline that clearly shows when the trial ends and the first payment occurs, a great trust-builder. The app also includes a gifting feature (07:34), allowing users to share free access with friends, which serves as a nice growth loop.
Who it’s for
Zest is best suited for beginner to intermediate home cooks who are tired of just following recipes and want to understand the principles of good cooking. It's for people who want to learn how to improvise, season properly, and build intuition in the kitchen. The gamified, structured approach would also appeal to users who enjoy learning apps like Duolingo and want to apply that model to a practical life skill.
Notes & opportunities
While the educational loop is strong, the initial onboarding quiz is quite long, which could be a point of drop-off. The app could benefit from showing a glimmer of the core product sooner to build anticipation. The home screen (02:11) is a bit content-heavy at first glance; a more guided 'first lesson' prompt might help new users find their footing more quickly. Finally, while the recipe instructions are clear, a hands-free 'cooking mode' with voice commands could be a valuable addition for users with messy hands.