Overview
There is a growing concern about the inaccurate labeling of chemicals in our food, along with the common inclusion of cheap additives that are banned in other countries. It is crucial to highlight that excessive consumption of ingredients can potentially harm our health.
Problem
Finding food that is both nutritious and affordable can be a challenge. How can we simplify nutrition facts and ingredient breakdowns to users, ensuring they easily understand the meaning behind lengthy ingredient labels?
Research
Objectives
Analyze the effect of packaging and advertising on the shopping behavior of the target audience.
Understand the target audience's perception of healthy food choices and its impact on their health.
Assess the target audience's use of and need for healthy foods
Secondary Research
85%
People in the United States prioritize eating healthy foods.
- International Food Information Council Foundation
76%
Adults in the United States reported trying to eat healthier
- National Center for Health Statistics
User Interviews
Dan - M, 32
I notice a difference when I'm eating
healthy vs. buying junk food. Although I try to shop for healthier items at the grocery store, I usually stick to the same items.
Serena - F, 30
I'm allergic to shellfish and soy, so I
have to be careful with what I
consume. I spend a lot of time
reading labels.
Finding a reliable, affordable, unbiased app with an honest nutrition breakdown can be challenging. Fooducate was the most popular among the four apps, but users expressed concerns about its price increase, privacy issues, and excessive advertising.
Define
Affinity Map
I categorized common findings on food relationships, grocery preferences, habits, food sensitivities, allergies, guilty pleasures, avoided foods, and health needs and wants.
Use Packaging as a Guide
Participants rely more on the packaging of an item than reading the ingredients label.
Long Ingredient Labels
Users found ingredient labels too long and confusing to interpret and taking too much time to rely on.
Time & Money are Factors
Participants are aware of additives/dyes but consume them when in a hurry, dining out, or trying to save money.
Labels can be Misleading
Healthy-sounding marketing terms can mislead consumers into thinking unhealthy, processed foods are good for them.
The interviews and affinity map analysis yielded three unique user personas: The Diligent Mother, The Over-Indulger, and The Conscious Consumer.
Ideate
User Flow
Design
I developed preliminary mid-fidelity designs using Figma for rapid concept generation, which were then refined into high-fidelity designs, guided by Information Architecture principles.
Branding
Before initiating High-Fidelity design, I established a design system to maintain uniformity across my designs. Emphasizing consistency was instrumental in building a robust brand identity, ensuring the alignment of color, typography, imagery, and messaging throughout all brand materials.
Testing
Usability Testing
The usability test showed users find the recipe font too small and the 'Like' icon difficult to see. They want detailed health scores on the recipe card and prefer a combined pros and cons section with clear symbols. Users prioritize search function over filters and suggest less important key ingredients should be placed at the bottom, after diet, cuisine, and nutrition details.
Prototype
The insights gained from this UX case study have reinforced the importance of user-centric design and I have grown as a designer. I am excited at the opportunity to have worked on a project that prioritized the user, and I now recognize the value of continuously improving designs based on user feedback.
This experience taught me to design iteratively and seek feedback throughout the design process. I learned to avoid becoming too attached to one particular design and to remain flexible in my approach.