Context
Food-service clients need to sell chefs and menu planners on how a product fits into their menu. For Jif Peanut Butter, the goal was a fun, engaging way to surface recipe applications randomly, giving a user a reason to keep spinning and discovering rather than browsing a static list. Filtering and sequential browsing round out the experience for users who want more control.
Role
Process
- 01
Rethinking the wheel
The original concept called for a Wheel of Fortune, top-down, style spinning wheel. In a problem-solving meeting, I flagged that the trigonometric complexity of a variable-slot wheel would be significant, and proposed an alternative: a Price is Right style wheel, where a single continuous drum spins and lands on a result. It was a practical trade-off that kept the project on track without sacrificing the core mechanic.
- 02
Animation with GSAP
GreenSock handles the animations. The goal was a spin that feels physical, building momentum, then decelerating naturally to a stop. However, getting the speed curves to feel truly realistic proved harder than expected.
- 03
Filtering and sequential browsing
Beyond the random spin, users can filter by category and walk through applications one at a time. This gave more deliberate users a way to explore the full catalog without relying on chance.
Outcome
The app successfully delivers a fun, randomized recipe discovery experience for food-service audiences, with enough structure for users who want to browse more intentionally.
Reflections
The animation was the most challenging part and the part I'm least satisfied with. Making a spinning wheel feel physically convincing requires fine-tuned speed curves that are hard to dial in. The spin works, but it lacks the weight and deceleration of something truly realistic. It was a valuable lesson in how much craft goes into motion that feels natural, and something I'd approach differently with more time or a second pass.
Additionally, the similar All Spreads Daymaker app that I later built showed that the Wheel of Fortune style wheel would have been possible and probably more effective.