01 Cheflix

Project Overview

I'm the lead designer of this project. Designing an original landing page for a culinary streaming platform. This page is built from scratch to convert food lovers into subscribers, with full policy compliance and responsive UX. Cheflix is now live in the UK and the Netherlands. Apart from the landing page, I also designed creatives for Google Display and Native ads together with creatives for social media.

Client:

Cheflix

Role:

UX/UI Designer (Concept to Final Build)

Project Type:

Cooking Masterclass Landing Page

Platform:

Web (mobile-first responsive design)

Focus:

Conversion, storytelling, credibility, and compliance

Live Campaign:

Click

The Challenge

Cheflix is a subscription-based culinary streaming service offering exclusive cooking masterclasses from world-renowned chefs. The client needed a dedicated promotional landing page to support targeted campaigns, especially in English-speaking markets like the UK.

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The challenge was to design a page that :

Clearly communicates the value and exclusivity of the masterclasses
Encourages immediate sign-ups
Balances aspiration with accessibility (gourmet but approachable)
Ensures compliance with Google Ads policies
Functions seamlessly on mobile and desktop

Objectives

Establish a strong hero message with high visual impact

Showcase celebrity chefs and premium content

Highlight unique selling points: unlimited access, easy-to-follow classes, Michelin-star chefs

Drive trial or paid sign-ups with clear CTAs

Build trust and transparency (cancellation info, policy links)

Ensure mobile-first design with performance in mind

Research & Analysis

Studied direct competitors like :

MasterClass
BBC Good Food Premium
YesChef
Tasty (BuzzFeed)
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Key insights :

Hero visuals are chef-focused, not product-focused
Users respond better to video teasers and credentials than generic cooking imagery
Visual storytelling is key, show emotion, passion, and taste

UX Strategy & Wireframes

Information Architecture Overview :

Hero Banner – Impactful headline, top-tier chef image, CTA (“Enjoy 14 days for free”)
Chef Highlights – Scrollable carousel or static grid with chef names & achievements
Key Features – “Watch anytime”, “Cook at your pace”, “For all skill levels”
Video Previews – Short teaser section for engagement
Transparent Pricing & Cancelation Info
FAQs & Legal Links
Sticky navbar for easy sign-up
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I sketched mobile-first wireframes to define the structure and flow, with attention to emotional triggers and credibility points.

UI Design Approach

Visual Themes :

Premium meets approachable: Neutral palette with accent colours from food photography
Typography: Serif headlines for elegance, paired with clean sans-serif for readability
Chef Imagery: Full-bleed photos with subtle gradients to maintain focus
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Conversion Focus :

CTA Buttons: Bold and repeated across sections
Chef Trust Markers: “As seen on Michelin Star TV”, recognisable chef names
Legal Transparency: Pricing details, no hidden terms, footer links aligned with ad guidelines

Mobile Optimisation

Designed for mobile-first usability :

Linear content flow
Large tap targets
Sticky bottom CTA
Light assets for fast loading
Prioritised chef imagery over heavy video auto-play

Google Policy Compliance

Strictly followed Google Ads UX/content rules :

No misleading promises or pricing
Clear trial and cancellation terms
No dark patterns
Full set of privacy, terms, and unsubscribe links

Outcomes & Reflections

This design was part of a promotional campaign, and while metrics were not directly shared post-launch, the client noted:

Positive response from both NL and UK ad campaigns
High click-through and scroll depth on mobile
Fewer policy rejections on Google Ads due to clear structure and compliant content
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What I learned: This project reaffirmed how great design is about guiding the user through a story, from appetite to action, with no friction in between.

Final Design Preview

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