oishii

Surveys and Interviews

After establishing some initial hypotheses, we conducted a survey with 114 consumers to quantitatively understand their purchasing habits, preferences, and other aspects of the consumption process. This included their entire journey from grocery shopping to cooking.
We also complemented these surveys with 12 interviews, allowing us to gather more qualitative data and identify discrepancies between participants’ statements and actions.
Conequently, the most frequently encountered data and patterns were:

• 📌 They are individuals with limited time who need to optimise it.
• 📌 They aim to improve planning throughout the entire consumption process.
• 📌 They often end up with excess food when cooking, leading them to discard a significant amount of it.

Archetype Matrix

Persona Profile and Customer Journey Map

Finally we decided to focus on 2 archetypes: the structured and the carefree. For each, we developed persona profiles, Marc and Sofia, to gain a better understanding of their needs, behaviours, and motivations.
We also developed the Customer Journey Map to better understand the fundamental interactions and experiences of each user as they progress through their consumption process. This allowed us to easily identify their pain points in order to enhance their overall experience.

Insights and Challenges

With everything considered, we ended up extracting significant insights from each archetype, and for each one, we drafted challenges to aid us in the ideation phase, ensuring our solutions are well-aligned with user needs and preferences.

Idea Funnel

Out of 344 ideas generated initially, the idea funnel helped us to narrow down to just 11, which where then prioritised on a matrix according to their user value and market differentiation. This allowed us to focus on one idea for testing.

Design Sprint

In order to identify an idea that trurly met the users’ needs, we conducted 2 Design Sprints to validate or refute those ideas.
Thanks to this methodology, we managed to discard an idea that initially appeared promising but turned out to be quite the opposite. This enabled us to learn and move forward in the right direction, ultimately validating the idea that became the finalist.

The Idea

Oishii is an AI-powered app with a smart chat feature enabling users to search for recipes based on their preferences, plan their weekly meals, and seek advice to reduce food waste. The project targets individuals with busy schedules who seek to manage their daily consumption efficiently to minimize waste.

Backlog

As part of the Agile methodology, we created a backlog containing all user stories to prioritise and address them in the various sprints. This ensured that we iterated and continuously enhanced the product throughout each development cycle.

Typography and Colours

We chose to use the Work Sans typeface due to its easy readability, versatility, and modern appearance it provides.
Our colour palette consists of a primary and a secondary hue. Our primary colour, orange, is primarily associated with food and stimulates appetite. As for the secondary colour, we've opted for green, symbolising the freshness of the ingredients.

Landing Page

While designing the app, we decided to create a landing page that would serve as an introduction for users to learn about our product beforehand and sign up to be the first to experience the launch of Oishii.
As the application evolved, so did the landing page. We continually refined it to ensure that users could easily learn about the app and download it from the various stores.
We chose to personify Oishii as an orange character that will guide the user at all times. Therefore, in the design of the landing page, we wanted to represent this guidance using a pathway.

Usability Testing

With each iteration, we conducted usability tests to minimise error risk, refine the user experience of our app, and uncover new patterns to incorporate into our backlog. Thanks to this, we have ensured that we address our users’ needs while also identifying areas for further improvement and optimisation.

Business Model

We created a Business Model Canvas to provide an overview of our business strategy. We identified ChatGPT as a key partner due to its API, which supports our chat functionality. For our revenue streams, we have adopted a freemium model, allowing users to access basic features for free while offering premium options, such as food delivery services in collaboration with supermarkets, as paid features.

Prototype

Thanks to various tools such as Information Architecture and defining the different user flows, we were able to shape Oishii. After many sprints, iterations, and various usability tests, we succeeded in completing the application, delivering a product that meets the needs of our users.

Next Steps