about
Foodprint is a mobile application concept inspired by the United Nations' 18 Sustainable Development Goals. The primary objective of this application is to address the issue of food waste by raising consumer awareness about their purchasing habits. It achieves this by providing information on how individual food products contribute to global warming, thereby empowering users to make more sustainable choices.
Client
University Project
Role
Sole Designer
duration
2 months
Miro
Figma
Food waste is a major problem, a third of total food produced ends up in the landfills. The waste not only creates extra costs and degrades the land that it ends up on, it slowly kills the planet by releasing greenhouse - methane which is twenty eight times stronger than CO2.
Research on food waste topic
Scripts of user interviews and affinity map
Interviews with five participants revealed that many people—especially those without a scientific background—struggle to understand food labels.
Key issues included
Confusing ingredient names
Small, hard-to-read text
Pre-based opinion of healthy foods being too expensive
app solution
Scan food labels
Clearly highlight harmful vs. healthy ingredients
Help users make informed choices quickly
Flag environmentally harmful products (e.g., beef)
Raise awareness of their environmental impact
Encourage more conscious shopping habits
Recommend healthier, more sustainable alternatives
Competitor research is crucial stop to understanding viability of the product or service you want to introduce into the market. Competitor researched allowed me to understand what companies already exist in the market and are positioned where I wanted my application to be.
Key findings
The most popular ones often cover both sectors
Most competitor apps focus on health or beauty products
Market research revealed no major apps addressing the environmental impact of products
This indicates a clear gap in the market and no direct competitors in the environmental space
Competitors research table
Personas and graph showing their process from apps discovery to sharing
Following initial user testing, I identified the target audience as individuals aged 20–35, with a strong interest in health, sustainability, or fitness. This insight led to the development of three key personas.
THREE KEY PERSONAS
Environmental Science Student: Focused on sustainability and minimizing carbon footprint.
Health-Conscious Parent: Prioritizes healthy, informed choices for her family.
Fitness Enthusiast: Driven by nutrition and performance-based food decisions.
The Value Proposition Canvas was essential for developing the food label scanner app. It helped identify users’ needs, pains, and desired outcomes, ensuring the product delivers real value by focusing on health and eco-friendliness.
cUSTOMER JOBS
Eco-friendly shopping
Shopping for healthy foods
Scanning products for quick info
PAINS
Confusing labels and ingredient names
Small text and time-consuming to read labels
Uncertainty about eco-friendliness
GAINS
Save time by not reading labels manually
Certainty that products are healthy and eco-friendly
Access to in-depth nutritional and ingredient insights
GAIN CREATORS
Encourage conscious purchasing to reduce food waste
Raise awareness of harmful ingredients
Promote public health
Support sustainable and eco-friendly choices
pAIN RELIEVERS
Suggest healthier alternatives
Show clear nutritional and eco-friendliness info
Remove confusion over ingredient names
Save users’ time by simplifying label reading
PRODUCT & SERVICES
A food label scanner app that evaluates healthiness and eco-friendliness of products
Value proposition graph and user value / effort graph
Inspiration board and branding
Branding was key to creating a cohesive, impactful design that reflects the app’s core vision: efficient, cleaner, and eco-friendly grocery shopping. The logo and colour palette were carefully crafted to resonate with young adults who value modern aesthetics and environmental responsibility.
The visual identity combines a contemporary, approachable style with a light, vibrant colour scheme inspired by nature—evoking freshness, cleanliness, and sustainability. The logo is memorable and symbolically linked to the brand’s mission, anchoring the user experience. Together, these elements build a strong, recognisable identity that highlights both the app’s practical benefits and emotional appeal.
Research showed the app would mainly be used on mobile devices for real-time grocery scanning in-store. This insight shaped the user experience and key design decisions.
OPTIMISING THE RED ROUTE
From launching the app → scanning an item → viewing results
Must be fast, intuitive, and seamless
Designed for busy, time-constrained supermarket environments
Minimise friction, interactions, and cognitive load
User flow and summary of potential functions app will have
Development from wireframes to high fidelity
The app concept was developed with a strong focus on usability and user needs. User interviews revealed a clear preference for simplicity and efficiency—users didn’t want to spend much time scanning products or deal with a complicated app.
In response, the design prioritises straightforward, intuitive interactions. Through wireframing and medium-fidelity prototyping, the user flow was continuously refined for seamless use. Iterative testing helped keep effective features and improve or remove less useful ones. Meanwhile, the UI was enhanced to balance visual appeal with functional clarity, maintaining the app’s core purpose and practicality.
80%
of users who participated in the testing indicated that they would consider using the application
80%
of users who participated in the testing idicated that the application would be beneficial to tackling greenhouse gases from food waste