Despite the availability of digital platforms and food waste reduction programs, it is still difficult for users to engage with this practice, failing to create habits of minimising food waste and integrating sustainable practices into their lifestyles. Some of the available platforms fail to connect with users due to the lack of features that align with unique consumption habits or daily routines.
This project aims to develop an app that combats food waste and promotes community engagement through a gamified experience. Using Lean UX methodology, the platform will allow users to buy surplus food, share it locally, and access smart features to reduce waste. The project involves researching user behaviours, designing a functional MVP, iterating based on feedback, and evaluating its impact on food waste reduction. A strong brand identity will be created to appeal to eco-conscious users, with documentation detailing the design process and sustainability contributions.
The timeline follows the three core stages of the Lean UX methodology: Think, Make, and Check. This approach was chosen as time was a critical factor, and its focus on rapid iteration enabled testing and refinement of ideas through two usability tests: the first, using a mid-fidelity prototype, validated initial concepts to ensure they met user needs, while the second refined the design by identifying and addressing usability issues in a more advanced prototype.
• More than 33% of food produced worldwide goes to waste
Only in the UK in 2012 over 1.6 million tons of fresh vegetables were wasted, worth £766 million GBP. Only in Europe and North America, 64kg of food per person a year is wasted.
• 30% of the population in the UK faces difficulties in affording food
The cost of living surged by 19% between 2022 and 2023, with households typically allocating 17% of their income to food and drink.
• Redistributing 106,000 tones of food generated £330 million in revenues
In 2021, the equivalent of 253 million meals was wasted, according to the Waste and Resources Action Programme, highlighting the vast potential of food rescue efforts.
• Food delivery apps have 44 million users, with 61% of millennial and Gen Z users preferring sustainable food options
Users are prioritising sustainability and cost savings by using marketplaces and online platforms, though concerns about the higher cost of sustainable products remain. Delivery platforms generate £36 million in annual revenue.
Surveys and interviews
20 surveys and 5 interviews were made among London-based users to know about their food waste management, habits, routines, platform preferences, pain points and needs.
• 90% of users are concerned about food waste, yet 63% still discard food due to a lack of awareness of what they have at home
Only 27% actively seek alternatives to use their food before it goes to waste, while 36% lead busy lives and don’t have the time or motivation to do so.
• Surplus food rescue is undervalued: 72% of participants unaware of platforms or communities that help prevent food waste.
The remaining 28% enjoy finding bargains and rescuing food through platforms, while nearly half regularly buy discounted ready-made meals. Key pain points include limited dietary options, sold-out meals, and long pick-up distances.
• Users struggle with meal planning and home inventory tracking
Users are keen on receiving meal recommendations, inventory alerts, and notifications to help them maximise their food at home.
• Fostering community through surplus good sharing over donations
Reciprocity feels more rewarding than simply receiving a donation. Users perceive charities and initiatives as only for those in need, and none of the participants have accessed them.
Lean UX design process
User Journey
Information Architecture
Usability test feedback
Two usability tests were conducted using the Five-Act Interview method with 10 London-based participants aged 25–34. Participants accessed an early-stage mid-fi Figma prototype and completed four tasks across two sessions. Data was analysed using the Common Industry Format (CIF) to assess usability metrics, including task success rates and user performance, providing actionable insights for refinement.
• Find local businesses to buy discounted surplus food and place an order
Users found the option to buy surplus food boxes from local shops and meal deals from restaurants appealing. Both delivery and pick-up options were engaging for all.
• Community engagement by swap or donate food and attend local events
Users gave positive feedback on the food-swapping gamification, enjoying the option browsing and receiving items in return.
• Smart Kitchen inventory, shopping list, recipes and notifications
Users found it easy to create an inventory from their orders. They smoothly explored adding items through suggestions from database, photos, or barcode scanning.
• Users responded positively to earning points for discounts and found the idea of delivering food locally for extra income and points appealing.
Users found it easy to create an inventory from their orders. They smoothly explored adding items through suggestions from database, photos, or barcode scanning.
Based on insights from usability testing, the Rewards section was relocated to streamline tracking and redemption, while the Favourites section was moved to the Account section to improve navigation. Additionally, the app's visual identity was refined to create a more cohesive design, incorporating updated color schemes, typography, iconography, and photo selection options that align with the overall brand identity. These enhancements significantly improved usability and elevated the overall user experience.
