Industry:
B2C
Client:
Choose Livin
Year:
2026
Role:
Visual & Brand Design
Choose Livin
About
Livin is a personal chef and meal service targeting the LA market, connecting busy professionals and families with personal chefs for in-home dining experiences. I came in to build the design system from the ground up and design the key customer-facing flows: onboarding, menu browsing and selection, and the household dashboard. The design challenge was finding that balance between warmth and accessibility without the product feeling aspirational or out of reach.
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The challenge
Personal chef services carry a lot of baggage. They read as expensive, exclusive, and hard to access. Livin needed to flip that perception and position the experience as a form of self-care and everyday ease, not a status symbol.
At the same time, the platform had real operational complexity underneath. Chefs needed clear prep information. Customers needed intuitive menu selection. Households with multiple members needed a dashboard that made sense at a glance.
The design system had to hold all of that together, across brand, marketing, and product, without feeling like it was patched from multiple directions.
My Process
Design System
Built the semantic color token architecture including naming system, light and dark mode structure, and component-level mapping
Developed core UI components for both customer-facing and chef-facing surfaces
Documented the system for use across marketing and product contexts
Customer-Facing UX
Designed the new customer onboarding flow
Designed the menu browsing and selection experience
Designed the household dashboard to serve multi-member households with varying preferences and schedules
Brand Collaboration
Collaborated on homepage copy grounded in Livin's brand voice and target customer persona
Contributed to the marketing site information architecture and messaging framework
The Result
Design system completed and actively in use across the product
Key customer flows including onboarding, menu selection, and the household dashboard designed and handed off
Project ongoing as Livin moves toward launch in the LA market
