Innit Smart Kitchen

Innit is a smart kitchen platform that aims for invisibility. Rather than putting its unique set of machine learning and image recognition technologies at the forefront of the user experience, Innit instead empowers everyday people to harness this tech to cook more delicious and nutritious foods, simply and more frequently. The product strategy of leading with recipes rather than technologies was driven by customer insights discovered during user testing sessions that revealed modern heads of household are less concerned with the way they get their inspiration for meals, and more interested in products that make their lives easier by helping them figure out what to cook tonight based on the ingredients that are already in their refrigerator and pantry. In a sense, this insight shifted Innit from a technology startup to a content and media company.