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Image by Milad Fakurian


Food sustainability app and responsive website (mobile, desktop and tablet) that helps people to reduce food waste.
The app is under construction and will be available on the app store in 2024.

Role: Concept, Research, Branding, Visuals, Prototypes, Testing, Mockups


Duration: Jan - Feb 2023

The product
Our food sustainability app and responsive website (compatible with mobile, desktop, and tablet) are designed to assist individuals in minimizing food waste.

The method

We employ a bottom-up design methodology to create our platform, ensuring its effectiveness and user-friendliness.

The problem

In the United Kingdom, it is estimated that nearly one-third of purchased food items are discarded.

The goal

Our primary objective is to promote sustainable lifestyles by educating users on reducing food waste, thereby minimising landfill contributions and enabling cost savings for individuals.

Target audience

Name: Alice

Age: 20

Occupation: Student

Alice is a student who needs tips and quick and easy recipes with the food that she has because she wants to avoid wasting food and money.

Image by amir riazipour

Name: Jason

Age: 34

Occupation: Nurse

Jason is a father and busy nurse who needs an easy way to plan meals and get new recipes without wasting food because he’s very conscious and wants to teach his kids to lead a sustainable life.

Fooder graph.png

Competitor audit
There are two direct competitors and one indirect competitor in the market, all of which contribute to reducing food waste, albeit through distinct approaches.

Ideation phase 

The ideation phase facilitated a creative breakthrough and generated innovative ideas for the features.

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Information architecture (web)

The website features a streamlined set of functionalities, including a user profile page, a favorites section, a recipe search feature, and an informative blog.

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Low fidelity prototypes

The primary emphasis was placed on establishing a cohesive flow that seamlessly connects the majority of features. This begins with the central feature, the recipe search, while also integrating it with the Food Supply page and the Shopping List feature for enhanced user convenience and engagement.

Usability study

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The study brought attention to certain navigation issues while also uncovering exciting possibilities for enhancing certain features.

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High fidelity prototypes

The prototype successfully addressed the identified issues based on a second round of user testing, resulting in improved overall usability and the incorporation of additional gamification elements.
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Responsive website

The design approach followed a bottom-up methodology, starting from the development of the app and extending to the mobile web version, followed by adaptations for iPad and finally the desktop version.

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Style guide

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Challenge 1

Information architecture and user testing helped a lot in the process to solve some of the issues with the different functionalities.

Challenge 2 

There has been a redesign at some point, some of the elements were completely redesigned and the overall look has changed drastically from the first version.


The use of components and the tidyness of the artboard has been essential.

"I love how it shows the data
of the food I saved. It gives me a positive experience, making it easy to cook new recipes
and save food!"

Key learnings

  • Be ready to expand features and functionalities based on feedbacks, but always keeping in mind to make it as simple as possible to use.

  • Always be tidy and plan well, it will save time in future versions.

Next steps

  • Develop PRO feature and set up payment

  • Translate in more languages

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