Branding & App Design
Role : Designer & Strategist
Year : 2020
Eat Smart App
A tool for young adults to confidently take on the new responsibility of managing their meals.
The Objective
When young adults become independent, they often take on busy, demanding lifestyles. This causes important life skills to be neglected, including learning how to cook and grocery shop. This case study aims to devise a solution to this problem, making it easier for students and young adults to shop and cook for themselves.
The Solution
The EatSmart App is a cooking and grocery shopping app that encourages users to try new recipes, optimizes food efficiency, and guides young adults through the grocery shopping process with an experience that is personalized to each user.
Key Insights
Young Adults must take on a plethora of new responsibilities when becoming independent. Cooking is often the easiest to neglect.
It is exhausting to look for new recipes you’ll like when you have dietary restrictions and limited appliances in your kitchen.
Adopting new recipes is difficult for 2 reasons: You must learn how to make the recipe and you must figure out where to find ingredients that you haven’t used before at the grocery store.
One of the biggest worries when buying an ingredient you haven’t used before is if you will be able to use the whole item before it goes bad.
What We Want to Accomplish
Journey Map
The Brand
Humanized and Comforting
The Logo
The cracked egg logo symbolizes the core value of the EatSmart app– Adulting doesn’t have to be perfect; you just have to try.
Sometimes a broken egg is part of the process.
The Colors
The youthful pastel color pallet is comforting and easy to look at on a daily basis. Its range allows for easy differentiation between functions of the app and avoids being feminine or masculine.
The Typography
Active is handwritten font adds a textural and personal element to the app, while the secondary header is a serif font with charm and visual interest. Product Sans is a readable font for body copy, icons, and extra details.
The App
Account Creation
Let’s get Specific
An EatSmart Account considers all the needs of each user and alleviates potential pain points from the beginning. Users specify things like their budget, dietary restrictions, and appliances in their kitchen so that recipe recommendations can be tailored to them.
In other words, if you don’t have a blender and you’re lactose intolerant, the app won’t recommend that you make a milkshake.
Click the Phone to Watch the Account Creation Walkthrough
EatSmart Functions
One Place for Everything
The EatSmart App considers every step in the meal process and groups them into categories, arranged in chronological order for ease of use.
Plan Meals
Exploration and Discovery
Let the app do the thinking for you and plan your meals based on your preferences. All recipes clearly show the time it will take to make, the appliances you’ll need to use, clear and simple recipe steps, and even how many ingredients you already have for each recipe. Once you’ve selected a recipe ingredients will be added to the grocery list and the recipe will be ready for sorting into the meal schedule. Click to watch the Walkthrough
My Schedule
Customized and Intentional
The Meal Schedule allows users to sort their recipes with into their schedule with consideration as to how long each meal takes to make. Users can get as specific or non-specific as they want.
My Fridge
Easy and Resourceful
The Fridge is designed to be easily maintained and communicated directly with the My List function. The What Can I Make feature is an innovative way to combat food waste and alleviate the worry that left ingredients that from your new recipes with go to waste (outlined in key insights). It references you list and gives you recipes you can make as well as recipes you can incorporate into next weeks schedule by only buying a few more ingredients.
If your heavy cream is about to go bad, this feature can help you find the perfect recipe for it with other ingredients from your fridge.
My List
Specific and Editable
EatSmart’s grocery list compiles ingredients from the recipes selected in Plan Meals and the items added for restock from My Fridge. You can also add items from the search bar and pick the specific product to help optimize the grocery shopping feature and calculate pricing to stay within budget.
Start Shopping
Guided and Anticipatory
By harnessing the new technologies of store mapping and inventory stocking, the Shopping feature takes the intimidation out of grocery shopping. The app creates a route for you to avoid traversing back and forth across the store and eliminate the stress of wondering where to find and ingredient that you haven’t used before.
See the Inspiration!
Hana & Cam’s
College Cookbook
This project is inspired by my personal experience with cooking and grocery shopping with my close friend throughout college.
Check out the cookbook I designed and produced to commemorate our experience.