A website that inspires you to plan meals without any food waste

Case study General Assembly
Team Individual project
My role UX Research | UX Designer
Duration 2 week 
 Sketching | Omnigrafle | Invision


Sainsbury’s want to create a microsite to help their costumers to plan and manage their meals ahead. The goal is to encourage people to buy more efficiently without wasting any unnecessary food.
They also provide me a list of hundred products to investigate how people organise/categorise food. For this, I used an open and closed card sorting method to find out the best way to display my architecture information on listing the products.

Who else is out there?

I found out that supermarkets do not inspire their customers with meals. Just one supermarket already has a microsite to help costumers planning their meals, Tesco real food. As an indirect competitor, Hello Fresh and similar services that delivered fresh ingredients to your door weekly was considered to not have a free option to pick up what meals to choose and also highly reported that is very hard to pause the service if you wanna go on holiday for instances.

People don’t plan meals ahead  |  Most are happy to shop online  |  Only one supermarket offers meal planner  |  Don’t use Hello Fresh service  |  Don’t feel inspired  |  End up eating similar dishes

"I look up for weekly meal plans online and I don’t like to throw food away"

Jackie, 32 years old is a Marketing manager and enjoys browsing meals but when comes the time to plan she feels overwhelmed and doesn’t do it. Which means Jackie ends up having similar dishes ever now and then and because she doesn’t plan she buys more food than she actually needs.

"I feel forced to buy large quantities although I enjoy posting pics on social "

Johnnie is an enthusiastic gamer on his free time and is very active on social media. Johnie doesn’t know much about cooking. Although a newcomer to cooking Johnnie has decided he wants to pursue his new interest and has started to cook at home occasionally.

"I miss cooking but planning my meals is not a priority"

Jane is a doctor that prioritises her career. She’s very passionate about food and she confesses how much she misses cooking for herself and loved ones. Unfortunately, Jane struggles to find time to plan grocery shopping and cook.


Jackie's experience

It’s important to walk in the user’s shoes and take note of all the feelings and thoughts during their step by step process of planning a meal and shop for all the necessary ingredients.



Time to go to my bubble and think about my main screens of this planner website. I quick off just drawing some mains features on paper. My thought was to shrink that time of planning that users were mostly concern about. So my thinking was if I could find out that person taste I could generate the ideal meal plan for Jackie.

User Flows

Jackie starts by selecting her tastes and preferences. Afterward, a weekly plan is displayed and she can edit the plan if she doesn’t fancy one or two meals. The ingredients from the meals are added to the shopping cart so she can proceed to the checkout process. The ingredients added to the shopping cart will be optimised to avoid waste, taking into account ingredients used in multiple recipes.

Usability testing and Iterations

Early testing showed that people can not choose one preferable cuisine. Was really hard to only pick one. And also they thought the meal plan would just generate a plan based on that cuisine type. In response to this users can now use up to 5 cuisines.
Users also thought that they would have to select each individual meal. I addressed this issue by giving more clues to the user about what was happening for them before the planning view.
Most users didn’t notice that they could adapt their prepared plan to match they final taste and weekly meal plan.

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Road Map

From testing, I could list some features that people showed some interest in having them. As per living in London is quite common to live with flatmates some people asked me if I could integrate a feature to slip the cost among people and also share the weekly plan with them. Another feature would be to set up a special meal as hosting a special meal for friends or family the quantities would be different for that specific day.