DUBU KITCHEN

Built for a subscription food brand whose customers need a personal plan before they buy, such as fresh pet food. The site works out how much each customer needs, labels every product clearly and turns the plan into a recurring box.

DUBU KITCHEN cooks fresh dog and cat meals from Korean home recipes in a Koreatown kitchen and ships them chilled. Owners buying fresh food first ask how much to feed and what is in it, so the site works out a plan for each pet and labels every recipe the way US rules require.

• Works out daily calories, grams and price per day from the pet's weight, age, body shape and activity
• Suggests two of six recipes, skipping any allergen the pet has, and prints the pet's name on the packs
• Gives each recipe its guaranteed analysis, calorie and AAFCO statements, and ingredients by weight
• Builds a box every 2 or 4 weeks, with packs sized from the plan and the first box half off
• Checks a ZIP code for chilled delivery, from next day in Southern California to 2 to 3 days farther out
• Walks through a 7-day switch from the old food to the new one on a day slider

• Home — the pet-door scroll scene, how it works, the recipes, a delivery check and reviews
• Recipes — six recipe cards, each with its own page and a label in the US format
• Their plan — a short quiz that works out daily calories and portions and suggests two recipes
• The box — packs on a 2- or 4-week schedule, added to a cart; checkout is off in the demo
• Delivery — a ZIP code check for chilled delivery and a 7-day switching guide

• A white Jindo comes in through the pet door and sits, played forward and back by the scroll
• Pollock, kabocha, sweet potato, duck and rice fall into a blue-and-white bowl, each named in two languages
• The pet's name stamps onto the packs, and packs drop into the box as they are added
• The two foods in the bowl shift as the transition day changes

• Fresh or frozen pet food brands
• Meal kit and prepared meal subscriptions
• Food makers whose portions depend on the customer, such as weight or household size
• Local kitchens that ship chilled within set delivery zones