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Timeframe: 3 weeks
Role: Researcher, Designer, Presenter
Industry: Food Waste
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Food waste is a global crisis, with 1/3 of all food produced in the world being wasted, according to the United Nations. This amounts to approximately 1.3 billion tons of food per year. Nutrition from food is essential for maintaining a healthy body and mind. Food shortage leads to malnutrition, depression and deficient quality of life.



A  requirement for a common platform where individuals can come together and work on an economic crisis where hunger and malnutrition can be addressed that eventually reduces food waste. 

Problem Statement

How might we facilitate the process of donating food to help reduce household food waste? 

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Research, observation and discussions based on current living economies of various demographics. 



Inflation results in distribution of food in an uneven manner that imbalances the consuming chain. Impulsive buying results in wasting food that could actually be helping other communities in need. 


Key Insights

Food Waste globally is a sign of mismanagement of available food produce that is not shared in the right process. One of the key factors are inflation and impulsive purchase of food. 



People want to keep excess groceries until they go bad and then throw them away as it is 





Consumers want to drop off/pick up donations in a convenient and clean location.




Consumers want to be mindful about grocery shopping due to rising inflation but desires take over




There are two kinds of consumers we want to be mindful of, who could be our target audience. 

Buyers & Budgeters




People have lots of excess food at home and many

people have been affected by inflation


Our Eco Friendly Partner

Too Good To Go addresses food waste by partnering with restaurants and grocery stores. A native mobile app and website that helps local consumers reserve "surprise bags" of surplus food from restaurants and businesses at 1/3 of the original price which prevents excess food from going to waste. 


Our Goal with TGTG?

We conducted a Business Model Canvas to help us understand our potential partner (Too Good To Go's) business strategy and goals. With this information we can ensure we are aligning with the overall business goals and objectives. This results in designs that not only meet user experience needs but also drive business success. The objective is to create a product with a user experience that is not only functional but also differentiates us from our potential competitors and provides added value to all users.

User Research

We interviewed a combination of 10 food donators and budgeters to better understand why food gets wasted and where we can bridge the gap between people in need of excess edible food and people not wanting to waste food. 

How do you keep track of which grocery items are about to go bad?

I never like to see the food going to waste

If you were to start donating excess groceries, how would you prefer/imagine the process of doing it?

How satisfied are you with the quality of grocery items that your budget allows you to purchase?

It’s certainly an issue that we have in NYC

How familiar are you with food-related charity efforts happening in your neighborhood?

I don't want to give away spoiled food

The creation of our Donator and Budgeter personas came from the insights we gathered during our interviews. Our research team personified what our collective interviewers desired out of an app. The app should be curated towards users who find themselves having excess groceries in their households and users who are in need or are able to consume excess groceries which results in reducing household food waste by both parties.

Age: 35    Occupation: Financial Advisor
"I tend to buy more groceries than what I'm able to cook."
"Keeping track of expiring groceries seems like a lot of work. 
"I just don't have the capacity to go out of my way to donate food.
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Age: 30    Occupation: Med Student
"It's frustrating how expensive food staples have gotten."
"It's definitely a little painful when I have to spend beyond my budget."
"Picking up food donations seems pretty challenging logistically."

Through each user's journey we see their frustrations and pain points and use this data to see where we can make the adjustments needed to improve the emotional responses. Our main goal is to focus on budgeters having limited funds to purchase groceries and donators who are unable to keep track of existing in home groceries to avoid over purchasing. Creating our app will give users the ability to chose to be a donator or budgeter at any given time, keep track of expiring groceries, retrieve free local groceries at a nearby shop and it would be convenient for both users.


From the information we gathered during our research, we prototyped mid fi wireframes with three different task flows.  We conducted testing with multiple users from both sides of the personas. The tasks were made to be fast, simple and convenient for both sides.

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Task 1: Select your expiring fruits on the app to donate at your nearest grocery store.
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Task 2: Please pickup fruits at your favorite grocery store.
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Task 3: Review your most recent experience on the app.
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UI Design

For the color scheme and typography, we were inspired by other companies whose similar goal is to reduce global waste. These companies websites are colorful, consist of many playful visuals and give off a very friendly inviting feel to them. Many of the typography remained similar across all platforms.

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We wanted to showcase the color green as our main color to give an earthy and natural feel to the app and we complimented the green with a few shades of orange to keep within the theme. Having these colors as our foundation made it easy for us to come up with our character logo and app name.

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The challenges we faced in creating the final user flows was to not make the users feel the process of donating and retrieving groceries is inconvenient and out of the way. It would be rewarding in making sure expiring groceries are being consumed and reducing household waste as a part of their daily routine.

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Did we validate our problem statement?

How might we facilitate the process of donating food to help reduce household food waste? 

From the results of our final testing rounds and user feedback, we were able to validate our problem statement with the creation of our Food Hero app. The app made it possible to reduce the amount of household food waste by giving users the option to donate goods to a convenient location while giving the opportunity for others with limited budgets to consume those goods.

Task Results

Task 1
Task 2
Task 3

Mid Fi




Success Rate




Hi Fi

Success Rate

Final Prototype


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Hi fi pickup.gif
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Alert: Expiring Goods?

Drop off to a nearby location.

Low on funds?

Check out a nearby store for free groceries.

Satisfied with your recent pickup/drop off?

Let us know!


We see the collaboration of Too Good To Go and Food Hero putting a strong end to Global Food waste. We are aware not everyone has access to technology nor not tech savvy, so making these future adjustments to Food Hero can help users reach more local communities and help reduce household food waste.

  • Add more frequent accessible community events for food donations

  • Add a "recipes" tab to suggest quick easy recipes users can make with their expiring groceries

  • Add a scan QR code feature to link receipts to the user's Food Hero account

Moving forward...
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