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
Experience Flow
Let's see how everything works
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 the pasta you want to try.
Find your
perfect pasta match.
Scroll through a selection of pasta, filtered by brand, shape, region or cooking time. Find what you need and enjoy the journey!
Scroll through a selection of pasta, filtered by brand, shape, region or cooking time. Find what you need and enjoy the journey!
All the details about your pasta choice.
All the details
about your pasta choice.
Product Detail Page
Product Detail Page
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.
The last step to your final goal: purchase complete.
The last step to your final goal: purchase complete.
Check-out page
Check-out confirm page
Recipe Page
Try cooking a new meal with your freshly bought pasta.
Try cooking a new meal with your freshly bought pasta.
Find the perfect pasta recipe with easy filters, sort by ingredients, cooking time, or mood.
Hover, tap and watch the details unfold with playful micro-interaction.
Recipe filter
Recipe card
Recipe detail
Find the perfect pasta recipe with easy filters, sort by ingredients, cooking time, or mood. Hover, tap and watch the details unfold with playful micro-interaction.
Recipe filter
Recipe card
Recipe detail
Find the perfect pasta recipe with easy filters, sort by ingredients, cooking time, or mood. Hover, tap and watch the details unfold with playful micro-interaction.
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.
01
3 chosen pastas every month.
Every month, subscribers receive 3 pastas built around a theme — 2 are revealed, and the last one stays a surprise. Get excited!
3 chosen pastas every month.
Every month, subscribers receive 3 pastas built around a theme — 2 are revealed, and the last one stays a surprise. Get excited!
Each curation card with recipe
Fun information about the delivered pasta and the best recipe that needs the pastas
Each curation card with recipe
Fun information about the delivered pasta and the best recipe that needs the pastas
02
03
Everything delivered in one delightful package.
Three pastas and three curation cards arrive at your door in a charming Tutta Pasta box.
Everything delivered in one delightful package.
Three pastas and three curation cards arrive at your door in a charming Tutta Pasta box.
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 ↓
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
1
Recipe for you.
If you haven't decide which menu to try, this page will help you.
2
Search the recipe you want.
Various filters find the best match for Jennifer's need.
3
Found the perfect recipe.
Jennifer selects one recipe and checks the recipe that is well described.
4
You might need these products.
Tutta Pasta kindly let Jennifer know that she might need these products which she could find here.
5
Thank you for the purchase!
Jennifer buys the product Tutta Pasta recommended.
6
Fully curated recipe page.
Jennifer can easily access to the recipe because of the intuitive design.
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.