HN
FoodFight: Designing for a More Sustainable Tomorrow
Collaborative app tackling food waste through behavioral change.
Intro
I led UX research and strategy for FoodFight, a surplus food platform reframing sustainability as community impact rather than discount shopping.
🤠 Role: UX/UI Designer
⏰ Timeline: 2 Weeks
📌 Client: Bootcamp Group Project (Food Service Platform)
🧰 Tools: Figma · Adobe XD · UX Research
🪴 Team: 4 UX Designers
🌏 Deliverables: Collaborative Research · Persona Development · Prototype · Feature Prioritization Matrix
🚧 Problem
- 63M tons of food wasted annually vs. millions food insecure
- Users confused by “cheap food” positioning → trust issues
- Sustainability interest high, but action barriers remained
🎯 Goal
- Pivoted from discount app → impact storytelling platform
- Designed surplus vendor discovery, real-time tracking, and impact dashboard
- Integrated behavioral nudges like “You saved 2 lbs of food” at checkout
How does our app become part of a better food system for tomorrow?
Community Driven
Our concept positioned FoodFight as more than just a discount food app—it became a community-driven tool for food justice and sustainability.
Surplus Food
80% of users said they’d buy discounted surplus food
Navigation Tests
75% completed key tasks successfully in navigation tests
Food Waste
Users expressed interest in features that help them track their personal impact on food waste
Discovery Process
User Research
Surveys & Interviews
Surveys & Interviews revealed that while only 50% of users considered themselves "sustainably-minded," 80% were open to buying surplus food if presented with the right experience.
Personas & Empathy Maps
Personas & Empathy Maps highlighted two primary user groups:
- College Students: care about speed and proximity
- Budget-Minded Families: value affordability and volume
🧠 Synthesis
- Affinity mapping, journey maps, and storyboards shaped early insights
- Co-created feature concepts with our users around values like trust, transparency, and convenience
Testing + a Failed Concept
Initial versions lacked clarity around the app’s sustainability mission, which led to confusion. Users thought it was just a deal-finder app. Our mid-fidelity prototype failed to communicate why surplus food mattered.
Fix: We brought sustainability into the core experience with messaging like “You just saved 2 lbs of food from going to waste” at checkout and spotlighted local vendors’ stories.
CTA Prompts
Call to action prompts users to convert with reminders the impact each order has on food waste.
Taglines
Using branded taglines throughout onboarding, conversion and checkout reminds users of their impact on food wast when using the app.
Impact Cards
A visual reminder of the impact each order has on food waste.
Outcomes
We designed an end-to-end shopping experience that:
- Connects users to surplus food from nearby restaurants and farms
- Offers pickup or delivery with time windows
- Includes a pantry meal planner to reduce personal food waste
- Promotes community nourishment over convenience
Key UI Improvements
- Cleaned up cluttered checkout screens
- Added genre swipe dots for easier food discovery
- Introduced real-time surplus availability and dietary filters
Vender Search by Distance
Connects users to surplus food from nearby restaurants and farms
Check Out Screens
Cleaned up cluttered checkout screens
Real Time Availability
Introduced real-time surplus availability and dietary filters
Recap
Here’s what people are saying
Food isn’t just a commodity. It’s a connector. With FoodFight, we sought to design a tool that not only saves food—but rebuilds our relationship with it.
HN
FoodFight: Designing for a More Sustainable Tomorrow
Collaborative app tackling food waste through behavioral change.
Intro
I led UX research and strategy for FoodFight, a surplus food platform reframing sustainability as community impact rather than discount shopping.
🤠 Role: UX/UI Designer
⏰ Timeline: 2 Weeks
📌 Client: Bootcamp Group Project (Food Service Platform)
🧰 Tools: Figma · Adobe XD · UX Research
🪴 Team: 4 UX Designers
🌏 Deliverables: Collaborative Research · Persona Development · Prototype · Feature Prioritization Matrix
🚧 Problem
- 63M tons of food wasted annually vs. millions food insecure
- Users confused by “cheap food” positioning → trust issues
- Sustainability interest high, but action barriers remained
🎯 Goal
- Pivoted from discount app → impact storytelling platform
- Designed surplus vendor discovery, real-time tracking, and impact dashboard
- Integrated behavioral nudges like “You saved 2 lbs of food” at checkout
How does our app become part of a better food system for tomorrow?
Community Driven
Our concept positioned FoodFight as more than just a discount food app—it became a community-driven tool for food justice and sustainability.
Surplus Food
80% of users said they’d buy discounted surplus food
Navigation Tests
75% completed key tasks successfully in navigation tests
Food Waste
Users expressed interest in features that help them track their personal impact on food waste
Discovery Process
User Research
Surveys & Interviews
Surveys & Interviews revealed that while only 50% of users considered themselves "sustainably-minded," 80% were open to buying surplus food if presented with the right experience.
Personas & Empathy Maps
Personas & Empathy Maps highlighted two primary user groups:
- College Students: care about speed and proximity
- Budget-Minded Families: value affordability and volume
🧠 Synthesis
- Affinity mapping, journey maps, and storyboards shaped early insights
- Co-created feature concepts with our users around values like trust, transparency, and convenience
Testing + a Failed Concept
Initial versions lacked clarity around the app’s sustainability mission, which led to confusion. Users thought it was just a deal-finder app. Our mid-fidelity prototype failed to communicate why surplus food mattered.
Fix: We brought sustainability into the core experience with messaging like “You just saved 2 lbs of food from going to waste” at checkout and spotlighted local vendors’ stories.
CTA Prompts
Call to action prompts users to convert with reminders the impact each order has on food waste.
Taglines
Using branded taglines throughout onboarding, conversion and checkout reminds users of their impact on food wast when using the app.
Impact Cards
A visual reminder of the impact each order has on food waste.
Outcomes
We designed an end-to-end shopping experience that:
- Connects users to surplus food from nearby restaurants and farms
- Offers pickup or delivery with time windows
- Includes a pantry meal planner to reduce personal food waste
- Promotes community nourishment over convenience
Key UI Improvements
- Cleaned up cluttered checkout screens
- Added genre swipe dots for easier food discovery
- Introduced real-time surplus availability and dietary filters
Vender Search by Distance
Connects users to surplus food from nearby restaurants and farms
Check Out Screens
Cleaned up cluttered checkout screens
Real Time Availability
Introduced real-time surplus availability and dietary filters
Recap
Here’s what people are saying
Food isn’t just a commodity. It’s a connector. With FoodFight, we sought to design a tool that not only saves food—but rebuilds our relationship with it.
HN
FoodFight: Designing for a More Sustainable Tomorrow
Collaborative mobile app tackling food waste through behavioral change.
Intro
I led UX research and strategy for FoodFight, a surplus food platform reframing sustainability as community impact rather than discount shopping.
🤠 Role: UX/UI Designer
⏰ Timeline: 2 Weeks
📌 Client: Bootcamp Group Project (Food Service Platform)
🧰 Tools: Figma · Adobe XD · UX Research
🪴 Team: 4 UX Designers
🌏 Deliverables: Collaborative Research · Persona Development · Prototype · Feature Prioritization Matrix
🚧 Problem
- 63M tons of food wasted annually vs. millions food insecure
- Users confused by “cheap food” positioning → trust issues
- Sustainability interest high, but action barriers remained
🎯 Goal
- Pivoted from discount app → impact storytelling platform
- Designed surplus vendor discovery, real-time tracking, and impact dashboard
- Integrated behavioral nudges like “You saved 2 lbs of food” at checkout
How does our app become part of a better food system for tomorrow?
Community Driven
Our concept positioned FoodFight as more than just a discount food app—it became a community-driven tool for food justice and sustainability.
Surplus Food
80% of users said they’d buy discounted surplus food
Navigation Tests
75% completed key tasks successfully in navigation tests
Food Waste
Users expressed interest in features that help them track their personal impact on food waste
Discovery Process
User Research
Surveys & Interviews
Surveys & Interviews revealed that while only 50% of users considered themselves "sustainably-minded," 80% were open to buying surplus food if presented with the right experience.
Personas & Empathy Maps
Personas & Empathy Maps highlighted two primary user groups:
- College Students: care about speed and proximity
- Budget-Minded Families: value affordability and volume
🧠 Synthesis
- Affinity mapping, journey maps, and storyboards shaped early insights
- Co-created feature concepts with our users around values like trust, transparency, and convenience
Testing + a Failed Concept
Initial versions lacked clarity around the app’s sustainability mission, which led to confusion. Users thought it was just a deal-finder app. Our mid-fidelity prototype failed to communicate why surplus food mattered.
Fix: We brought sustainability into the core experience with messaging like “You just saved 2 lbs of food from going to waste” at checkout and spotlighted local vendors’ stories.
CTA Prompts
Call to action prompts users to convert with reminders the impact each order has on food waste.
Taglines
Using branded taglines throughout onboarding, conversion and checkout reminds users of their impact on food wast when using the app.
Impact Cards
A visual reminder of the impact each order has on food waste.
Outcomes
We designed an end-to-end shopping experience that:
- Connects users to surplus food from nearby restaurants and farms
- Offers pickup or delivery with time windows
- Includes a pantry meal planner to reduce personal food waste
- Promotes community nourishment over convenience
Key UI Improvements
- Cleaned up cluttered checkout screens
- Added genre swipe dots for easier food discovery
- Introduced real-time surplus availability and dietary filters
Vender Search by Distance
Connects users to surplus food from nearby restaurants and farms
Check Out Screens
Cleaned up cluttered checkout screens
Real Time Availability
Introduced real-time surplus availability and dietary filters
Recap
Here’s what people are saying
Food isn’t just a commodity. It’s a connector. With FoodFight, we sought to design a tool that not only saves food—but rebuilds our relationship with it.