MojoBite

Solo Project: Build a startup

MojoBite promotes sustainable healthy eating without sacrificing your social life

Project Overview

Description

Unlike traditional meal plans, MojoBite provides a personalized meal plan based on users’ needs defined by A.I. technology and creates a new movement where restaurants get rewarded for genuinely making food, and healthy eating doesn't restrict socializing.

My Role (Solo Student Project)

Problem

A meal plan is not sustainable for a long term, and many people suffer from heart disease and cancer.

Solutions

A community of local restaurants where users can get their meal plans while they are hanging out at the restaurants with their friends or family.

Core Problem

A meal plan is not sustainable because it limits users from eating out for social events, and the options are limited in terms of diets and menus. As a result, most of people don't stick to their meal plan.

UX Research

Market Research

The meal subscription industry is expected to be worth $11.6 billion by 2022 and $19.92 billion by 2027, which is 14.42% of the compound annual growth rate. However, 90% of subscribers drop off the meal plan within six months.

Screening Survey for User Interviews

Screened out the majority of participants and conducted five 1:1 user interviews with people who “ate unhealthy in the last two weeks” and “felt the symptoms of unhealthy eating in the last two weeks”

Insights - 1. Affinity Map

insights-2
insights-2

1. Loneliness >> Unhealthy eating

2. Eating healthy >> Lack of socialization >> Loneliness

3. Every participant has a sense of what is healthy food >> Unsustainable >> No long-term success

4. No long-term success >> No motivation to eat healthy >> Unhealthy eating

5. Misconceptions >> No motivation to try in the first place

6. Eat alone or Eat at home >> Unhealthy eating

Insights - 2. Why did people quit subscriptions?

Insights - 3. Highlights

Check Out My Solutions First

03

Social meal plan

02

Science-based onboarding

01

No tracking portions and calories
  • Healthy eating score is provided for easy tracking

  • It is automatic and there is no need to count macronutrients

  • Rating will be collected to continuously improve user experience and to monitor vendors

  • Questionnaires based on nutritional science and behavioral psychology

  • The science-based approach will not only provide trust but also is necessary for long-term success

  • A.I. technology helps to identify lack of nutrition to offer customized plans

  • Local Mojo: Use the Mojo Pass at a local restaurant with your friends and family

  • Muster Mojo: Or meet up with a new person who shares the same interests as you

  • This is the key feature of the app, related to the significant finding; Loneliness

Design starts with a Purpose

Design Process

Jobs To be Done

  • Functional - Getting a customized meal plan from local restaurants

  • Emotional - Feeling secure that they will get long-term results from the scientific approach

  • Personal - Convenience and getting out of comfort zone

  • Social - Healthy eating that doesn't discourage socialization

User Goals

  • Short term - Eat healthy without obstacles

  • Long term - Seeing results from the sustainable healthy eating

Persona

Tricia 33 | Journalist | Los Angeles, CA

Goal Living a life that she doesn’t have to sacrifice anything for her health

Job Statement (What Tricia says)

" When I'm hanging out with my group, I want to eat healthy where they hang out so that one cheat doesn't interfere with my routine. "

" When I'm alone, I don't want to feel left out, so I don't eat unhealthy. "

User Journey with Tricia (Click to enlarge)
User Flow
Sketches
  • Onboarding
  • Payment
  • Notification
  1. Questions - based on nutritional science and behavioral psychology

  2. Progress bar - to show status and to increase completion

  3. Prompt - to provide AI-based scans

  1. Apple pay - various payment methods to increase sales

  2. Status - to ensure food safety

  3. Meetups - Users can have their meal plan from a restaurant of their choice

  4. Create an account after - to show value first before commitment

  1. One notification daily until we get enough data on users’ taste profile

  2. Share their experience to increase social aspects

  3. A Reward after submitting their reviews, and those rewards are customized based on their onboarding questionnaires

Wireframes
  • Onboarding
  • Payment
  • Notification
Brand Design

Mojo means enthusiasm and energy for success.

MojoBite will deliver that “Mojo” when our users bite into their meal plan.

Vision

To create a world where users can quickly access science-based nutritional meal plans without sacrifices

Mission

To deliver trustworthy win-win solution for customers and local restaurants

Value

  • Trust: The body is the temple and we deliver nutrition through science and technology with respect

  • Balance: Life has to be balanced, everything in moderation, not one side or the other, not black and white

  • Efficiency: compromising for the best result in both business and health

Personality

MojoBite is the new movement against the current food industry in which restaurant owners get rewarded for making unhealthy foods

Design Decisions
  • Claymorphism (3D) for gamification to increase engagement

  • Returning users will receive a surprise gift based on their onboarding to increase motivation

  • Interactive design that brings an emotional connection

  • The intentional choice of color to address love and health

Visual Design

Brand Name: MojoBite

Logo Design
Meaning
Ideation
Modification
Final Design

Usability Tests

  • 3D claymorphic design balances well with a flat design followed by the Material design guide

  • The visual chart delivers essential information

  • Personal touch on the top right corner to increase engagement

  • Changed the color of the progress bar to the secondary color (mint) to imply positive action

  • Reduced typography size for a better readability

  • 3D elements to promote design decisions (Claymorphism and Gamification)

  • Added interactions when buttons were clicked (increases the illustration)

  • Consistency in grammar

  • Use of gradient color to use primary color without negative impression from red tint

  • Followed Hick’s Law: Less choice for users

  • Feature to find a spot to hang out while eating the meal plan

  • This idea came from user research, findings that people want to try out of their comfort zone

  • Added interactions when buttons were clicked

  • Clear distinctions for each category

  • Playful interactions to follow the design decisions

  • Information hierarchy

Prototypes Before (left) vs After (right)

Changes made after

  • Deleted the notification to review

  • Moved review to the Home as it is critical to gather information from users (UX Research)

  • Created a visual dashboard to solve secondary problems

  • Added a feature to meet up with a new person (Mojo Muster)

Onboarding
Home
Pass

First Test

After conducting a usability test with the wireframes, I decided to integrate Hick's law. Original wireframes were similar to the typical food ordering app. While its layout seemed familiar to users, it delivered an unclear message and overwhelmed the users once they knew this app was for the meal plan.

  • Rating is important to provide a better user experience, so it is added to the Home screen

  • Health score keeps users accountable without having to calculate macronutrients

Last Test

After conducting a usability test with the wireframes, I decided to integrate Hick's law. Original wireframes were similar to the typical food ordering app. While its layout seemed familiar to users, it delivered an unclear message and overwhelmed the users once they knew this app was for the meal plan.

Final Prototype

Challenges and Learnings
Next Steps

Thinking out of the box

Finding “loneliness from both people who eat healthy and who don’t eat healthy” was the key to this project. This led to additional research in psychology, and it was challenging to think from a non-perspective view since I am passionate about food and nutrition. What helped me with this exercise is to always ask “Where did I get that information from? What is some evidence to support my idea?”

Business decision

Without understanding their daily operation, I couldn’t have come up with a solution that’ll work for both customers and the restaurants. It is a lot of work for the restaurant to measure everything for the meal plan so this is not easy to scale. What restaurants want is less work and more money so I implemented QR code to reduce their payment process.

Short time frame and a team of one

Planning and priority setting are crucial, especially when there is a timeline. Initially, I followed a curriculum without understanding why I did what I did, like an empathy map. I couldn't move forward during the ideation phase despite the time already spent. I wish there were a team who could guide me with what I don't know but learning this hard way gave me an unforgettable experience, and now I always start my project with the end goal in mind.

  • Additional competitor research (Hello Fresh, Freshly, etc)

  • Research on AI in UX and UI

  • Building B2B (restaurant side) design

Recommended Case Studies

Next