Cook & Go
Redesigning a connected product ecosystem – shifting from a restrictive paywall to a freemium model and scaling across devices → +300% MAU in 30 days
2024 - 2026
The Problem
AMC is a premium cooking system, with Cook & Go, its IoT-guided cooking app, available in 50+ markets. The app plays a key role in the overall experience, yet it was treated as an add-on, with success measured mainly through subscriptions.
When I joined, growth was clearly constrained. A strict paywall was blocking adoption and driving negative reviews, while the experience itself was fragmented and difficult to follow. At the same time, there was an internal debate: should the app remain exclusive to loyal customers, or move to a freemium model to unlock growth, at the risk of losing subscription revenue?
In parallel, the app was being migrated from React Native to Flutter to improve stability and development speed.
My Role
I owned the end-to-end redesign, initially as the sole UX/UI designer, and later led two designers.
Before the redesign, I focused on bringing clarity into the discussion through large-scale user research across four key markets (100k+ users). The results were clear. Users who engaged with the app used more of the overall ecosystem, increasing product usage and contributing to future sales. 80% saw it as an integral part of the experience, and 78% rejected the paywall. This shifted the conversation internally and helped align leadership around a new direction:
Positioning it as a core part of the ecosystem
Moving to a freemium model
Including the app in product bundles
Following this shift, I led the redesign. We unified fragmented experiences into a single scalable product, simplified complex flows into a seamless step-based experience with clear progress, and expanded it from a mobile tool into a connected, multi-device platform.
Results
Paywall → freemium model → +20% paid subscriptions within 3 months
Fragmentation → unified product → +300% MAU within 30 days
Complex flows → simplified experience → +18 NPS points (premium users)
Mobile-only → multi-device + SEO entry points → 6× MAU growth within 6 months
The redesign removed key adoption barriers and repositioned the product as a core part of the ecosystem, creating a scalable foundation for continued growth.
Process
Solution
