THE CHALLENGE

How might we make young Barcelona residents more aware of responsible food consumption?

In fast-paced cities like Barcelona, young professionals often buy impulsively and lack the time—or energy—to plan meals and manage their groceries effectively. The result? Good food ends up in the bin. Tackling food waste requires more than just awareness. We needed a tool that fits into busy lives and turns small, everyday choices into a habit of sustainability.

THE SOLUTION

We designed Foodle as a simple yet engaging mobile app that reframes food management as an intuitive decision-making flow. Our goal: reduce waste, one frictionless tap at a time.

Three key design decisions brought this to life:

Mobile-first experience

Tailored for users who think on their feet—and often cook on the fly—Foodle’s interface was optimized for fast, one-handed navigation and clarity.

Interactive decision tree

At the heart of the app is a playful flow that guides users based on their food’s current state (fresh, near expiration, or spoiled), offering clear, actionable suggestions.

MVP with purpose

We focused on delivering only what users truly needed—validated through multiple testing rounds. No clutter, no noise. Just the features that make a real impact.

DESIGN PROCESS

This project was a true team effort—together with Lauria Kwan, Malena Guevgeozián, and Anthony Oparah, we followed a user-centered, insight-driven approach that turned abstract goals into tangible results.

1. Understand

Desk research, surveys and interviews revealed everyday issues like lack of time, impulse buying, and food “blind spots” in the fridge.

2. Define

We mapped user needs around quick access, emotional ease, and minimal decision fatigue. A clear opportunity emerged: simplify the mental load of food decisions.

3. Ideate

After exploring several directions, we shaped the MVP around a decision tree that helps users act based on freshness. This format was familiar, fun, and actionable—exactly what our users needed.

4. Iterate

We ran guerrilla and formal tests across user types. Each iteration sharpened the interface, refined copy, and confirmed that the experience worked—without needing a tutorial.

FINAL DESIGN

The final product is a lightweight, engaging mobile app with a strong core experience. Every touchpoint—from icons to transitions—was intentionally crafted to make food decisions fast and frictionless. Our documentation, UI kit, and dev handoff package ensured the concept was ready to move beyond the prototype stage.

LEARNINGS

Miguel, Testing participant: Foodle feels like a game. I get the info I need fast, and it doesn’t overload me—which is exactly what I need after a busy day.