I’m Alex — I’ve been designing and building websites & software for the past 12 years. Most recently I led the 2023 Wikipedia redesign. I also love to cook (lately lots of Detroit-style pizza). Over the years I've found so many good recipes online, so I am grateful to you all. Recently I’ve been thinking about the experience of discovering and cooking recipes, as well as the experience of writing, publishing, and selling recipes.

These days so many recipes are being published on social media and in newsletters — it's a wonderful explosion of creativity and knowledge sharing. But the experience of cooking from these recipes often falls short of what it could be. Imagine if we had well-formatted recipes with built-in timers and a hands-free mode (so we didn’t have to scroll our screens with messy hands). Easy ways to make personal notes, substitute ingredients, scale quantities, and convert measurements. And if everything was well organized and easily searchable.

Writing and publishing recipes should also feel effortless while still respecting the craft's nuances. Imagine a tool that you actually enjoy writing recipes in, where your creative process is supported rather than hindered by technology. Where you could easily iterate, track changes, and refine your work. And perhaps most importantly a tool that helped your business grow.