Web/ Mobile

Web/ Mobile

Micro Interaction

Micro Interaction

E-commerce

E-commerce

Tutta Pasta: Discovering pasta should be as fun as eating it.

Tutta Pasta: Discovering pasta should be as fun as eating it.

Tutta Pasta elevates the pasta-buying experience with joyful micro-interactions, smart filters, and chef-trusted pairings.


Users discover new flavors, get instant recipe guidance, and feel excited to cook.

Tutta Pasta elevates the pasta-buying experience with joyful micro-interactions, smart filters, and chef-trusted pairings.


Users discover new flavors, get instant recipe guidance, and feel excited to cook.

Overview

Overview

Needs

Pasta lovers struggle to find authentic and lesser-known pasta types through a clear and engaging browsing experience.

Outcome

Designed an e-commerce digital platform that highlights diverse pasta selections, clearly communicates subscription benefits, and enhances user delight through playful micro-interactions.

Designed an e-commerce digital platform that highlights diverse pasta selections, clearly communicates subscription benefits, and enhances user delight through playful micro-interactions.

Role

UI/UX Designer

UI/UX Designer

Brand Designer

Brand Designer

Team

Solo project

Solo project

Responsibilities

Research

Research

Synthesis

Synthesis

IA

IA

Experience Strategy

Experience Strategy

Persona Mapping

Persona Mapping

Wireframing

Wireframing

Web Design

Web Design

App Design

App Design

Prototyping

Prototyping

Design System

Design System

Timeline

4 weeks

4 weeks

Goal

Goal

The ultimate goal for
e-commerce: Purchase with delight.

The ultimate goal for
e-commerce: Purchase with delight.

Unlike my other projects that focused on problem solution, this
e-commerce experience was designed to lead users to one clear action, purchase.

Unlike my other projects that focused on problem solution, this e-commerce experience was designed to lead users to one clear action, purchase.

Outcome

Outcome

Delightful platform where pasta lovers would imagine:

Tutta Pasta

Tutta Pasta provides…

Tutta Pasta provides…

Explore Every Pasta

Browse and shop 250+ pasta types from around the world.

Explore Every Pasta

Browse and shop 250+ pasta types from around the world.

Recipe Curation

Get pasta-perfect recipes tailored to your taste.

Recipe Curation

Get pasta-perfect recipes tailored to your taste.

Surprise Subscription

Enjoy a new mystery pasta delivered every month.

Surprise Subscription

Enjoy a new mystery pasta delivered every month.

Experience Flow

Let's see how everything works

Home

Home

Twist, scroll, and browse the pastas.

Twist, scroll,
and browse the pastas.

Explore our playful pasta collection with a funky, interactive twist. Scroll down to uncover our story because pasta should be as exciting as it is delicious!

Explore our playful pasta collection with a funky, interactive twist. Scroll down to uncover our story because pasta should be as exciting as it is delicious!

Product Listing Page

Product Listing Page

Find your perfect pasta.

Find your
perfect pasta match.

Scroll through a selection of pasta, filtered by brand, shape, region or cooking time. Find what you need, or just enjoy the journey because browsing should be as fun as eating!

Scroll through a selection of pasta, filtered by brand, shape, region or cooking time. Find what you need, or just enjoy the journey because browsing should be as fun as eating!

Product Detail Page

Product Detail Page

Get the full pasta information.

Get the full pasta information.

Explore every detail, zoom into the packaging, check pricing options, and see how it fits into your pantry. Scroll down for cook time guides, pasta-paired playlists, recipes, and real reviews.

Explore every detail, zoom into the packaging, check pricing options, and see how it fits into your pantry. Scroll down for cook time guides, pasta-paired playlists, recipes, and real reviews.

Subscription

Subscription

Subscribe for a fresh pasta selection each month.

Subscribe for a fresh pasta selection each month.

Each subscription box includes two curated pastas and a secret pick, along with recipe cards to explore new pasta dishes. Subscribers also get discounts, and flexible options to pause or cancel anytime.

Each subscription box includes two curated pastas and a secret pick, along with recipe cards to explore new pasta dishes. Subscribers also get discounts, and flexible options to pause or cancel anytime.

User Journey

User Journey

"I want to prepare the best pasta for my son's birthday party! "

"I want to prepare the best pasta for my son's birthday party! "

She is a working mom with a 12-year-old son who works at a bank in Jersey City. After work at 6PM, she has to make pasta for the 11 children she invited to her son's birthday party by 7PM.

She is a working mom with a 12-year-old son who works at a bank in Jersey City. After work at 6PM, she has to make pasta for the 11 children she invited to her son's birthday party by 7PM.

Challenges

Challenges

Jennifer has to think of the best pasta for her son who is a huge pasta lover.

Jennifer have to make pasta within an hour after work.

Needs

Needs

Easy and quick pasta recipe.

Flavor and shape of pasta that children would love.

Let's see how Tutta Pasta helps Jennifer via mobile ↓

Let's see how Tutta Pasta helps Jennifer via mobile ↓

System

System

Building Locale’s visual and design system for consistency and trust.

Building Locale’s visual and design system for consistency and trust.

Design Principles

Design Principles

Inclusive & Personal

Inclusive & Personal

Fun & Exciting

Fun & Exciting

Pasta, pasta, and pasta!

Pasta, pasta, and pasta!

Reflection

Reflection

A 4-week journey of learning, iteration, and growth.

A 4-week journey of learning, iteration, and growth.

E-commerce strategy & Goal alignment

E-commerce strategy & Goal alignment

The goal of e-commerce platform at the end is Purchase. I created the flow to end to purchase.

The goal of e-commerce platform at the end is Purchase. I created the flow to end to purchase.

Prototyping & Interaction design

Prototyping & Interaction design

Creating full prototypes, and interactions I was able to see how the result of the design can alive.

Creating full prototypes, and interactions I was able to see how the result of the design can alive.

Delightful micro experience

Delightful micro experience

By understanding deeply the user's experience, I was able to care for the engaging moments during the whole user flow, which leads to delightfulness.

By understanding deeply the user's experience, I was able to care for the engaging moments during the whole user flow, which leads to delightfulness.

© 2025 Violet Kim

Made with care and many americanos.

© 2025 Violet Kim

Made with care and many americanos.