Best Consumer Goods Interactive Application

Genex designed and developed a mobile application for Kraft, the iFood Assistant. Users can browse over 7,000 tested recipes by categories, preparation time and healthy living. Recipes feature easy, step-by-step directions, photos, and some cooking videos, which take advantage of the accelerometer to offer an alternate horizontal view. Users can upload personal recipes to Kraftfoods.com for auto-sync to the Recipe Box, and view comments on recipes and share with others. The app allows users to create a shopping list from recipes or add custom ingredients in real-time to aid in purchasing decisions. The app includes a store locator feature that integrates geo-location technology, Google maps, and information from Kraft’s databases to help users find the nearest place to fulfill their shopping needs. Genex also developed a microsite with videos to guide users through the different features and functionality available on the app. The app offers consumers a convenient mobile solution that extends beyond the store shelves. Data for the app is pulled in real-time, either from a Web service or a local database for faster connection. The app itself has been designed as an agnostic platform with the flexibility to evolve.

Labeled a "killer app" by Ad Age http://adage.com/digital/article?article_id=133869, the iFood Assistant is one of the most full-featured apps on the platform today with many technical layers not typically seen in other apps. The app is one of the device's 100 most popular paid apps, and in the top 3 within the lifestyle category.

Contributors:

Genex:

GENEX

Location: USA