Complete a new project for a local food social network startup with no prior research or branding work while embracing mobile first strategy. The obvious constraint was the budget on research and implementation.

User Assumptions

Demographic - The typical users are a higher income-earning young professional, between the ages of 25 and 34
Gender - Users are approximately 60% male, 40% female.
Wants Convenience - User are busy people who would rather not have to stress about planning for dinners on a daily basis.
Dietary Restrictions - Users would like to have their meals filterable based on dietary restrictions.
Care about Health - He or she appreciates the ease of getting healthy professionally cooked meals, that are delicious and convenient with any extra effort.
Busy Young Professionals - Corporate working youth and individuals who lacks time for getting good food cooked at their home but want healthier food options in their lunch and dinner
Health Conscious - Users are probably conscious food consumers who care about their daily nutrition values.

My Role

As the UX/UI Designer for this project I focused on interpreting data gathered from contextual inquiries, usability tests from the existing website and mobile app, usability testing from competitor’s apps, and and extended user journey study to create a practical and delightful way to for users benefit from using this app.


Worked with the company’s founders and helped develop the branding. Designed and executed one-on-one interviews with potential clients. Then, based on our research findings, proposed experience and strategy along with the proposal for two applications (for iPhone and Android smartphones). Delivered wireframes, user-flows, and Visual Design along with icons, and helped with implementing. Performed a simple usability study to validate apps and iterated on findings.