Crumb.
TLDR
Crumb. was birthed from a challenge: how do we bridge the gap between food waste and culinary creativity? Our mission was simple - provide households a dynamic solution to create dishes using the ingredients they have. Leveraging the Double Diamond design process, our journey ranged from deep user research to iterative prototyping, ensuring Crumb. wasn’t just functional but user-centric and engaging.
My responsabilities
Strategic leadership
I played a pivotal role in charting the product design strategy, ensuring alignment with our core mission and user needs.
UI design
From ideation sketches to high-fidelity prototypes, I was hands-on in bringing the app's vision to life.
Team collaboration
Regularly liaised with stakeholders, developers, and the marketing team. This ensured that our design not only looked good but was technically feasible and market-ready.
Usability testing
Led multiple rounds of usability testing, ensuring that the design was refined based on real user feedback.
User research
Oversaw and participated in primary user research activities, including surveys, interviews, and observational studies, to derive actionable insights.
Branding design
I ensured that Crumb.'s visual identity resonated with our target demographic and stayed consistent across all touchpoints.
User research
Starting our journey, we immersed ourselves into the homes and habits of potential users. Through interviews, surveys, and observation, we identified key pain points: unnecessary food wastage, lack of inspiration, and the need for customizability based on available ingredients. This foundational step informed our entire design process.
Ideation
Here’s where the magic began. Collaborative brainstorming sessions were marked by a flurry of post-it notes, sketches, and animated discussions. We contemplated features like AI-powered recipe suggestions, integrated meal planners, and user-generated content spaces.
User flows
Drawing from our research insights, we mapped out user journeys, accounting for multiple scenarios. We charted the course from app onboarding to recipe generation, ensuring that at every step, the user felt guided, understood, and excited about the culinary journey ahead.
Visual identity
Crumb.'s identity needed to be fresh, modern, and resonate with sustainability. Drawing inspiration from earthy tones and minimalist design, we developed a logo and brand guidelines that encapsulated the essence of Crumb. – a culinary innovation that makes you hungry.
Usability testing
With prototypes in hand, we revisited our user base. Through focused group sessions and one-on-one interviews, we gathered feedback. This iterative process highlighted areas of friction and opportunities for enhancement.
Challenges & solutions
Every project has its hurdles. One of our main challenges was ensuring the AI accurately understood and suggested recipes based on diverse ingredients. Our solution? A hybrid model that combined user inputs with AI analytics, ensuring accuracy and user satisfaction.
Another challenge was the seamless integration of the shopping list with recipe suggestions. Our iterative design approach allowed us to refine this feature, making it intuitive and user-friendly.
Key take-aways
User-Centricity: A deep understanding of user behavior and needs is crucial. It informed every design decision, ensuring Crumb. was genuinely user-first.
Collaboration: Regular touchpoints with developers, stakeholders, and marketers were invaluable. It ensured alignment and the translation of design vision into tangible outputs.
Flexibility: While we had a roadmap, adaptability was key. Some initial ideas were overhauled based on feedback and testing. This agility ensured the end product was refined and aligned with user needs.