Good food, great habits
Calo is a mobile app that empowers users to be calorie conscious when selecting meals which are inline with their personal habits and goals. At the time, the increasing popularity of wearable tracker devices such as fitbit and apple watch indicated that there was a strong desire for people to be in the know about their habits in a gamified manner. This was confirmation of a gap in the market for a mobile app that can be integrated into the everyday lives of individuals who wanted to set goals and track their eating habits on the go.
The app was initially started by a team of six. I was contracted to create a brand identity that would be used across both marketing material and within the product. Working closely with developers and a researcher to create an efficient and enjoyable user experience.
UX/UI design, brand expression
Fresh, innovative and functional
Challenges
API limitations and data capture from restaurants caused changes in design and flow structure
Needing to create scope broad enough to satisfy expectations of a wide variety of use cases and personas.
Developing technology means the landscape is constantly evolving
Designing for iOS as an android user
Validating hardware compatibility
Final goal
To create an app that supports meal discovery and helps people make quicker, and more informed food decisions.
The Process
-
Discovery.
• Market research
• User demand survey
• White-boarding
• Workflow evaluation -
Analysis.
• Persona development / evaluation
• User journey mapping
• Prioritisation
• MVP scope -
Concept.
• Wireframes
• High fidelity iterations / designs
• Design System
• Launch campaign
Discovery & Analysis
Integrating user experience with design thinking
A series of workshops were held to learn about user expectations and to evaluate user research interviews. The insights gained from these sessions were used to understand common tasks and goals users would have and to inform screen-to-screen flows within the app.
Concept
Empower and motivate people to reach their macro-nutritional goals
Logo
The logo lock up is an illustration of the brand narrative and a motif that is instantly identifiable. This logo was selected as it is aligned to the core values of the app, friendly, efficient and motivating. The negative space within the composition is equally as important as the graphic surrounding it, elegantly illustrating food and being on the go though the location pin in the a which encourages a second, and perhaps a third look. These cool optical illustrations draw attention to the additional details and align to the mission.
Chosen logo
Draft logo
Design System
The components within the brand are sleek and do a great job of carrying the narrative of the company mission. This is followed through into the app to create aesthetically pleasing UI that is easy for users to navigate.
Level up lunch
Success?
Unfortunately this project was never launched however, the efforts to address through the app customer needs and pain points identified within the research stage was triumphant.
Roles and responsibilities
UX/UI Design
Interaction design
Brand identity and expression
Communication design
Design system
The team
Two founders
One brand and UI designer
One UX researcher
Two developers.