In October 2013, Gracipe launched its beta website to a limited amount of users with a selection of visualized recipes. Later, the team received a significant amount of feedback, both compliments, as well as suggestions for improvement. However, the initial feedback indicated a graduate decrease of the website’s daily page views per visitor. It became clear that the users had become less engaged with Gracipe over time. The team had concerns of their product’s attractiveness and competitiveness, and also felt uncertain about how and where the company should head to. Therefore, the objective of this project is to provide strategies for Gracipe’s future development, and propose solutions by means of redesigning its service system to revitalize its current business.