Mobile app for healthy eating
What is the problem?
Families are not eating healthy due to variety of reasons. Globalization is one of the reasons. We are not following traditional and local eating practices. Our ancestors had a heathier lifestyle than us. We have forgotten our roots. Sometimes we lack knowledge and other times we don't have the means to take action on the available knowledge.
Problem we are tackling here is relevant in this modern world where big population has desk jobs but especially relevant in Covid times because the world population was stuck in their homes due to multiple lockdowns. We are attempting to find a holistic solution to a wicked problem.
We talked to people from variety of age groups, socio economic backgrounds, geographies to understand the problem better. Our analysis is presented below.
Exploration by asking questions
User research notes
What is unhealthy eating?
Barriers to eating healthy
Possible user groups
Pain points
Reframing the problem
Hypotheses
- If we make shopping for ingredients for a healthy meal easier, the families might cook healthy meals more often
- If we make cooking a healthy meal convenient, the families might eat healthy more often
- If we help the families plan healthy meals, they will follow it consistently
Assumptions
- Families are willing to pay for a holistic service helping them eat healthier
- Families are interested in talking to nutritionist to eat healthier
Ideation
Solution
eat.healthy is a holistic service that makes eating healthy a seamless experience with the help of a mobile app. You can design a well rounded meal plan along with an expert who will consider your family's eating habits, your geographical location, allergies, dietary restrictions and more.
Having access to a nutritionist doesn't always ensure that you will follow up on the plan. We have made it easier to follow the plan by collaborating with grocery stores near you to deliver the groceries according to your meal plan. We have simplified it further by adding certified cooks to the ecosystem. They will be trained to cook delicious and nutritious meals for you.
To inspire and incentivize your family to eat healthy, we have added an element of healthy eating points. If you stick to your meals plans, you will receive healthy eating points at different intervals that will give you access to discounts on groceries, cheat days and more.
Ecosystem
We are using an existing food related ecosystem to a large extent to increase chances of acceptance by the end user.
Components of the service ecosystem:
eat.healthy: The organization providing the service to families
Mobile app: An important touchpoint of the service that connects family with other stakeholders
Family: The beneficiaries of the service. One or more family members can have access to the app.
Nutritionist: Onboarded by the organization to help families design suitable meal plans. The meal plan is shared with the grocery shop automatically. Families can connect with a nutritionist using the mobile app.
Local grocery shop: Onboarded by the organization to reduce delivery time and carbon footprint. The shop procures fruits and vegetables from a local farm. Family can view and edit the grocery list on the mobile app.
Certified cook: Certified by the organization. The meal plan is shared with the cook and cooking instructions are provided if needed.
Strategic roadmap
Community
After we have an established user base, we plan to create a community of families eating healthy. This opens up new possibilities for families to explore diverse culinary cultures across the country, share recipes, and stories behind recipes. They can host events and join events where families can meet, cook and eat together. There will be a dedicated section in the app for community.
Urban farming kits
We want to help environment by decentralizing food production and reducing carbon footprint. As a welcome gift we will provide an urban farming kit to each family. They will be able to grow local seasonal vegetables and herbs in their own balconies. They can learn basics of urban farming using our mobile app. For this, we will collaborate with third party vendors that specialize in urban farming.
Subscription model
Plan 1: (Full service)
Nutritionist unlimited sessions
Groceries
Personalized meal plans
Trained cook
Plan 2: (Limited access to nutritionist)
1 free session with nutritionist
Groceries
Trained cook
Choose from generic predefined meal plans
Plan 3: (Pay per use service)
Pay per session nutritionist
Groceries
Choose from generic predefined meal plans
Cook available on demand for an additional cost
Information architecture
Wireframes and exploration
Onboarding workflow
We are communicating the value proposition of our service with the user. They will understand what they can do with this service by going through the onboarding workflow.
Home screen
Home screen and meal plan
Manage your meal
Home screen and grocery shopping
