← All case studies
Demo

Case study

Martina's Cooking

Recipe & cooking content platform

What it was

Martina's Cooking is a recipe and meal-planning app: content discovery, weekly planning, and creator publishing in one product. Three months from kickoff to ship across iOS, Android, and web. The brief: take an established food brand with a strong audience and give it a product surface so the audience could come back daily, not just episodically.

Project Director

Miki Dimitrov
Miki Dimitrov

Miki ran it end-to-end as PD, bringing the methodology stack to a content brand for the first time, and routing the team through the four-month plan in three.

Methodology in this project

  1. Documentation≤3 weeks · runs alongside Architecture

    Two weeks. Master Doc on the daily-use loop: how a home cook plans dinner Tuesday for Saturday. Sketched five scenes, locked the publishing model first.

  2. ArchitectureWeeks 2–4 · feeds Development

    Stack: React Native for mobile, Next.js for web, headless CMS for recipe authoring. Cost projection inside $50 of plan over the first quarter.

  3. DesignWeeks 3–6 · feeds Development

    Visual system anchored on the existing brand. Prototype across the three platforms by week six. Designed once, adapted three times.

  4. DevelopmentWeeks 4–14 · weekly demos throughout

    Weekly demos from week five. Mobile stable by week ten, web by week twelve. Heavy focus on recipe rendering: image quality and scroll performance set the daily-use bar.

  5. Marketing StrategyWeeks 10–16 · runs alongside Development

    Pre-launch content drops on the existing channels. App Store presence built ahead of launch. Channel mix optimized for evergreen content discovery.

  6. QA + A/B Testing + LaunchWeeks 14–16 · ship

    Two-week QA on planning, save, and offline access. Stores approved first round. Day-one DAU above pre-launch projection.

Proof

Martina's Cooking screenshot
Martina's Cooking: daily planner and recipe view. Live in stores 2025.

What shipped

Three live surfaces: iOS, Android, and a web companion. Multi-month content engine integrated with creator publishing flow. Live in production, with the existing audience converting at the rate the methodology projects. The original brief was 'an app for our content.' What shipped is a daily-use loop the audience returns to.

Built in 3 months with ECHO's agent stack.