Airfryer recipe app
A recipe app for people who bought an air fryer and then ran out of ideas.
Food & Recipes
App Store & Ad Campaign
Role
Visual Designer
Timeline
2 weeks
team
Individual Contributor
platform
iOS App Store, Google Display
The Real Problem
Airfryer Club is a subscription app for the German market with more than 1,000 air fryer recipes, hacks, a weekly planner, a shopping list and a seven day free trial. The audience is huge and specific: people who own an air fryer, use it for chips, and suspect it could do more.
The problem was the moment of decision. Someone lands on the store listing from an ad, gives it four seconds, and either taps "Jetzt 7 Tage gratis testen" or leaves. Screenshots that list features are the norm in this category. They do not show the person what their Tuesday evening would look like with the app.
The campaign side had its own problem. Google display ads had to run in every standard size, in two colour worlds, with four different messages, and the whole set had to be produced and checked without anything slipping through.
Finding the Fix
I wrote the store listing as a promise sequence rather than a feature tour. Each screenshot has one headline, one sub line and one real screen:
"Dein Airfryer. Endlich voll genutzt." opens with the 1,000 plus recipes and the free trial badge. "Fertig in unter 15 Minuten." answers the weeknight objection. "Deine Ernährung. Deine Rezepte." shows the diet filters: vegetarian, vegan, gluten free, lactose free, low carb. "Das kriegst du hin. Versprochen." shows step by step guidance. "Dein Kopf hat heute frei." shows the weekly plan and shopping list. "Die Trends, schon für dich getestet." shows viral TikTok and Instagram recipes, tested. "Los. Dein Airfryer wartet." closes with the trial.
The screens sit in a device against warm, food led backgrounds, with the actual dish photography doing most of the work. The brand orange is used only for the badges and the CTA.
For the paid campaign, four messages were defined up front, each one line and one idea: the club everyone with an air fryer needs (M1 Club), stress free cooking (M2 Stressfrei), seven days free (M3 Gratis) and fast and crispy (M4 Schnell). Each was built in a purple and a beige colour world so the media team could test tone as well as message.
What Actually Happened
The store set came first, designed for the largest phone and then adapted to the smaller phones and the tablet, with headlines re-flowed rather than scaled so nothing wrapped badly on the smaller screens.
The Google Ads set was produced as a full matrix: every standard display size for each of the four messages, in both colour variants, laid out on shared boards so the whole family could be reviewed at once. The layouts share one grid, one type scale and one placement of the CTA ("Zum Airfryer Club", "Jetzt App laden", "Sieben Tage gratis testen"), so a leaderboard and a half page ad are obviously siblings. Photography and the device mock carry across; only the headline changes per message.
The headlines were written in a direct, second person voice rather than as feature statements, so each screen speaks to the cook, not about the app.
What Changed
Airfryer Club went live with:
A seven screen App Store sequence that sells outcomes, not features
Assets sized for every iPhone and iPad listing format
A Google display campaign of four messages in two colour worlds across all standard sizes
One visual grid shared by store and campaign, so an ad and the listing it leads to look like one product
The listing now answers the next objection on every screen, and the ads that send people there speak in the same voice.
What I Had to Work With
A German speaking audience and a free trial as the only call to action, so every asset had to read naturally in German and end in the same place.
The constraints shaped most of the decisions:
Store screenshot dimensions and text limits that vary by device
Four messages, two palettes and a full size list, which multiplies fast if the system is loose
Food photography that had to look appetising at leaderboard height
Headlines that had to work as German, not as translated English
A seven day trial as the single destination for every store screen and every ad
Install and trial results belong to the Airfryer Club team.
What I'd Do Differently
The obvious gap is a fifteen second app preview video. The step by step and weekly planner features move well, and video sits above screenshots in the listing.
Beyond that:
Seasonal screenshot swaps (Christmas roasts, summer grills) using the same frame
A version of the diet filter screen that leads for audiences arriving from vegan or low carb search terms
Reviewing which of the four messages the media team keeps, and folding the winners back into the store copy
What I Learned
A store listing is a story with seven frames. If each frame answers the next objection, the trial button does the rest.
Build the matrix before the assets. Four messages times two palettes times every size is manageable only if the grid is fixed first.
Food is the interface. On this product the dish photography sells harder than any screen of the app.