topt® an NYC based food/tech start-up, dedicated to nutrition, wellness, and health education, is set to be the trusted brand in healthy food delivery.
OBJECTIVE: Assist in creating the topt product and design a clean and elegant app embodying the core values of topt backed with extensive user research/testing, awareness of best practices in usability, and close collaboration with the CEO Brandon Evans (Crowdtap, MRY, Flic) & CTO Reuben Doetsch (Sportaneous, Greatist, Recombine).
PROCESS (PRODUCT + UX/UI DESIGN):
PROBLEM: "Healthy eating is hard. 52% view it harder than doing taxes." - Food Insight. The current food system is being reborn around health, but current delivery options fail to address this.
TARGET PERSONA: Working 20-30 something yr olds who are interested in a healthy lifestyle, have tried but don't know where to start, or are too busy to keep up/research a healthy eating habit.
- Open ended intercept interviews in health and wellness oriented spots in Manhattan & Brooklyn during lunch time (Sweetgreen, Wholefoods, Juicery, Hu Kitchen, Dig Inn, etc.)
- Collected interview data and translated it into user pain points and needs.