Mariia Ustinova

SaaS Ecosystem for Food Creators

That Cook is a multifunctional service that connects three branches into a seamless ecosystem:

  • Bloggers → transform short-form video content into professional recipe pages and monetize their audience.
  • Customers → access beautifully structured recipes in a clean, approachable format from all social platforms.
  • AI-powered platform → analyzes content, extracts structured data, and drives the experience with automation and efficiency.
That Cook recipe creation and food platform shown on desktop and mobile devices

Bloggers’ Landing Page — Strategic Focus

The design goal was to communicate benefits clearly and motivate creators to take action.

Key benefits for bloggers:

  • Monetization → turn content into revenue.
  • Efficiency → create recipes quickly and effortlessly.
  • Recognition → feel unique and significant within the food creator community.

Narrative-Driven Structure.

I built the page around a storytelling flow:

  1. Problem → time-consuming recipe creation, limited monetization options.
  2. Solution → fast AI-powered workflows, automated publishing.
  3. Emotional reward → standing out as a professional, valued creator.

This ensures the page is not just informational but persuasive, building trust and aspiration at the same time.

That Cook creator platform promotional screen That Cook recipe creator workflow promotional screen

Core of the Customers’ Platform

The customer-facing platform was designed as a comprehensive hub for discovering, saving, and enjoying recipes in a personalized way.

Core features:

  • User accounts → register and build a personal recipe library.
  • Follow creators → track favorite bloggers across multiple sources.
  • Unified content → recipes from TikTok, Instagram, and YouTube in one place.

Key pain point solved:
Instead of fragmented access across platforms, users now have a single home for all culinary inspiration.

That Cook recipe discovery platform and food recipe cards

Challenges & Solutions

Integrated Audio Guide

  • Challenge: Cooking often requires juggling between reading instructions and handling food.
  • Solution: An audio guide that walks users through recipes step by step.
  • Impact: Transforms cooking into a hands-free, interactive experience, enhancing convenience and accessibility → making the platform truly inclusive.

Advanced Filtering System

  • Challenge: Finding the right recipe quickly can be frustrating.
  • Solution: Intuitive filter by ingredients, difficulty, cuisine, cooking time, or blogger.
  • Impact: Reduces search friction → faster meal planning.

Recipe Card Design

  • Challenge: Recipes are often overwhelming and hard to adjust.
  • Solution: Structured, elegant cards with dynamic portion adjustment.
  • Impact: Users get clear, glanceable info + recipes that adapt to their needs.
That Cook recipe app shown on a smartphone
That Cook recipe cards and audio guide screens
That Cook cooking and recipe experience on mobile devices

Core of the AI Platform

The AI platform is the operational backbone of That Cook, transforming raw video content into structured, monetizable recipe cards.

Primary function → Content Automation

  • Uses NLP, computer vision, and data structuring algorithms.
  • Extracts key information from short-form videos (YouTube, Instagram, TikTok).
  • Converts content into clean, user-friendly recipe layouts.

Key impact for creators:

  • Solves the bottleneck of manual documentation.
  • Empowers creators to scale their content effortlessly.
That Cook AI platform dashboard on a laptop, with recipe cards and analytics

Key Capabilities

AI-Powered Recipe Creation

  • Automatic parsing of video content - voice + text recognition, ingredient extraction, cooking steps detection.
  • Generation of structured recipe cards with adjustable fields (ingredients, portions, cooking time, difficulty level, cuisine, tags).
  • Instant editing capabilities (update, delete, add new recipes) with minimal friction.

Analytics & Monetization

  • Built-in ad integration system, enabling creators to monetize directly within the platform.
  • Engagement dashboard that aggregates data from multiple sources, presenting insights such as follower growth, content reach, and conversion rates.
  • Real-time notification system ensures creators stay updated on content performance, new interactions, or monetization opportunities.
That Cook content automation and creator analytics dashboard
That Cook recipe browsing interface on a desktop screen
That Cook mobile recipe feed and creator profile screens
That Cook food creator app interfaces on mobile devices