Simplifying content discovery for Indian food and wellness lovers
BonTura is a B2C initiative designed to create a vibrant and inclusive community for Indian food enthusiasts. The platform offers healthy alternatives to traditional recipes, along with wellness insights and nutritional guidance, all aimed at supporting better living and a balanced lifestyle.
In preparation for the app's launch in Q4 of 2025, I was responsible for designing an engaging landing page that effectively introduces the platform’s mission.
Collaborators
1 Designer - Me! 3 Developers 1 PM
Timeline
Dec 2024- Present
Tools
Figma Miro Google Docs Procreate
Responsibilities
UX Research UX Design Visual Design Copywriting
My role at Humanitarians AI
This project was to design a website to represent the brand before the mobile application was developed. I was responsible for creating a cohesive style guide and designing a logo to establish the brand's identity, with a focus on its desktop version of the landing page ahead of the app launch.
Problem
The main challenge I tackled while designing this website was shifting the perception of Indian food beyond the usual stereotypes. The goal was to make healthy, flavorful Indian cuisine more accessible. This website is designed for people who want to explore nutritional Indian food in new ways going beyond just curry.
"How might we redefine Indian food by showcasing its diversity and making healthy, flavorful options more accessible to those looking to explore beyond traditional stereotypes?"
Discovery
What did I observe?
I used mixed-method research to identify the characteristics of individuals likely to use BonTura's website. This approach helped me map out the target audience and gain a deeper understanding of their goals.
70% of individuals are increasingly aware of how what they eat impacts their overall health.
45% of people are exploring vegan/vegetarian diets, driven by health benefits, ethical choices, and a growing interest.
60% of individuals are making healthier eating a bigger focus in their lives, seeking a balanced lifestyle.
50% of individuals want to move beyond the usual curries and try a broader range of Indian dishes.
Building a brand
What did I do?
I crafted a distinct brand identity that aligns with the vision of healthier Indian food. To inspire exploration, I simplified content discovery and introduced alternatives for informed, nutritional choices. Additionally, I refined the copywriting and CTA elements to enhance engagement.
Defined goals to simplify content discovery to inspire users to try new dishes.
Crafted a distinct brand logo that aligns with the brand vision using Procreate
Crafted a distinct brand identity that aligns with the vision of nutrition.
Refined the copywriting and CTA to be more engaging and approachable for users.
Information architecture = User needs + Stakeholder goals
Understanding user mindset
What is BonTura, and how does it work?
Are there other options besides Indian curries in Indian cuisine?
Is Indian food a healthy choice for me?
How can I sign up and get started?
Identifying what the user needs using systematic approach and breaking down the user journey.
Understanding stakeholder goals
How might we shift perception of Indian cuisine beyond just curry and showcase its diverse, healthy offerings?
How can we effectively communicate the nutritional benefits of Indian ingredients and cooking methods?
How do we maintain authenticity while making Indian wellness cuisine more approachable for modern users?
I finalized an architecture that guides users to explore healthy Indian cuisine, balancing discovery, nutrition, and culture
Iterations
After 5 design iterations focusing on visual hierarchy, typography, and layout composition, I delivered a polished website that achieved stakeholder satisfaction and established a compelling brand foundation that positions BonTura as a modern wellness platform for Indian cuisine.
Final Solution
BonTura transforms Indian recipe discovery by making nutritional information accessible and helping health-conscious users explore diverse dishes confidently. This website serves as a foundation for our upcoming app, showcasing how we'll simplify healthy Indian cuisine exploration.
The final design of the landing page includes call-to-action buttons strategically placed to encourage users to sign up
Learnings
What were my takeaway from this project?
Writing clear, engaging copy required multiple iterations and deep user understanding.
UX research-backed decisions helped navigate diverse perspectives effectively and satisfy stakeholders.
Open dialogue and continuous feedback strengthened the design solutions, reinforcing that UX is a team sport.
Investing time and resources in market research is a must at the very start.
Future scope
What is planned for 2025?
Check out the next case study
Simplifying content discovery for Indian food and wellness lovers
BonTura is a B2C initiative designed to create a vibrant and inclusive community for Indian food enthusiasts. The platform offers healthy alternatives to traditional recipes, along with wellness insights and nutritional guidance, all aimed at supporting better living and a balanced lifestyle.
In preparation for the app's launch in Q4 of 2025, I was responsible for designing an engaging landing page that effectively introduces the platform’s mission.
Responsibilities
UX Research UX Design Visual Design Copywriting
Timeline
Dec 2024- Present
Tools
Figma Miro Google Docs Procreate
Collaborators
1 Designer - Me! 3 Developers 1 PM
My role at Humanitarians AI
This project was to design a website to represent the brand before the mobile application was developed. I was responsible for creating a cohesive style guide and designing a logo to establish the brand's identity, with a focus on its desktop version of the landing page ahead of the app launch.
Problem
The main challenge I tackled while designing this website was shifting the perception of Indian food beyond the usual stereotypes. The goal was to make healthy, flavorful Indian cuisine more accessible. This website is designed for people who want to explore nutritional Indian food in new ways going beyond just curry.
"How might we redefine Indian food by showcasing its diversity and making healthy, flavorful options more accessible to those looking to explore beyond traditional stereotypes?"
Discovery
What did I observe?
I used mixed-method research to identify the characteristics of individuals likely to use BonTura's website. This approach helped me map out the target audience and gain a deeper understanding of their goals.
70% of individuals are increasingly aware of how what they eat impacts their overall health.
70% of individuals are increasingly aware of how what they eat impacts their overall health.
45% of people are exploring vegan/vegetarian diets, driven by health benefits, ethical choices, and a growing interest.
45% of people are exploring vegan/vegetarian diets, driven by health benefits, ethical choices, and a growing interest.
60% of individuals are making healthier eating a bigger focus in their lives, seeking a balanced lifestyle.
50% of individuals want to move beyond the usual curries and try a broader range of Indian dishes.
Building a brand
What did I do?
I crafted a distinct brand identity that aligns with the vision of healthier Indian food. To inspire exploration, I simplified content discovery and introduced alternatives for informed, nutritional choices. Additionally, I refined the copywriting and CTA elements to enhance engagement.
Defined goals to simplify content discovery to inspire users to try new dishes.
Defined goals to simplify content discovery to inspire users to try new dishes.
Crafted a distinct brand logo that aligns with the brand vision using Procreate
Crafted a distinct brand logo that aligns with the brand vision using Procreate
Crafted a distinct brand identity that aligns with the vision of nutrition.
Crafted a distinct brand identity that aligns with the vision of nutrition.
Refined the copywriting and CTA to be more engaging and approachable for users.
Refined the copywriting and CTA to be more engaging and approachable for users.
Information architecture = User needs + Stakeholder goals
Understanding user mindset
What is BonTura, and how does it work?
Are there other options besides Indian curries in Indian cuisine?
Is Indian food a healthy choice for me?
How can I sign up and get started?
Identifying what the user needs using systematic approach and breaking down the user journey.
Understanding stakeholder goals
How might we shift perception of Indian cuisine beyond just curry and showcase its diverse, healthy offerings?
How can we effectively communicate the nutritional benefits of Indian ingredients and cooking methods?
How do we maintain authenticity while making Indian wellness cuisine more approachable for modern users?
I finalized an architecture that guides users to explore healthy Indian cuisine,
balancing discovery, nutrition, and culture
Iterations
After 5 design iterations focusing on visual hierarchy, typography, and layout composition, I delivered a polished website that achieved stakeholder satisfaction and established a compelling brand foundation that positions BonTura as a modern wellness platform for Indian cuisine.
Final Solution
BonTura transforms Indian recipe discovery by making nutritional information accessible and helping health-conscious users explore diverse dishes confidently. This website serves as a foundation for our upcoming app, showcasing how we'll simplify healthy Indian cuisine exploration.
The final design of the landing page includes call-to-action buttons
strategically placed to encourage users to sign up
Learnings
What were my takeaway from this project?
Writing clear, engaging copy required multiple iterations and deep user understanding.
UX research-backed decisions helped navigate diverse perspectives effectively and satisfy stakeholders.
Open dialogue and continuous feedback strengthened the design solutions, reinforcing that UX is a team sport.
Investing time and resources in market research is a must at the very start.
Future scope
What is planned for 2025?
Transform this website foundation into a comprehensive mobile app, making healthy recipe discovery and meal planning seamless for users on the go.
Build an engaged community where users can share their cooking experiences and healthy recipe modification.
Develop personalized recommendations based on individual dietary preferences and cooking skill levels, using LLM models to scan macros.