Giddi

App Prototype

The Objective

Develop an app that resonates with those battling the little anxieties of their day-to-day lives.

The Problem

Many young working adults face option fatigue when trying to figure out what they're going to eat.

The Solution

Making the "what's for dinner?" question easier to answer than ever.

My Takeaway

Creating any new product starts with your target consumer. My team and I spent hours of this project ideating over what each step our ideal consumer would take throughout their life.

In the end, I learned that creating a mutual respect among team members and leading with empathy can produce amazing results.

My Responsibilities

Secondary Research

Competitor Research

Brief Writing

Strategic Thinking

Content Strategy/Execution

Pitch Narrative and Flow

The Team

Lorna Graham (AD)

Gabby Reed-Carlock (XD)

Sam Rosenburg (CW)

Kacey Cooper (ST)

Solving Indecision

If you always know what you want to eat, you're a liar. Plain and simple. Our team was focused on taking the anxiety of indecision out of people's daily lives. Don't want to cook but can't figure out where you want to go after work? Tired of having little arguments with your partner or friend about dinner plans? These were just a couple of questions we set out to answer over the 15 weeks we had to work on this project.

"What's for dinner?"

Figuring out what you want for dinner isn't easy. In fact, it takes the average American 14 minutes to decide what they're having for dinner. Additionally, 75% of Americans report dinner is the hardest meal to decide on.

Why do we have to spend so much time and effort trying to figure out something as simple as dinner plans? It shouldn't have to be this complicated.

Think Less and Savor More

Our team was not interested in solving everyone's problems. We understood that a strategic focus on taking away just one annoying part of someone's day can go a long way to making their life better. With that in mind, we set out to better understand the typical user journey of someone utilizing a food app such as Beli or Yelp.

We wanted to keep our user interface simple yet able to answer all the questions someone would need to know before visiting a new restaurant. Giddi would not only allow you to put in your cuisine preferences and food allergies, but also consider your party size, mode of transportation, preferred ambience, and more.

Getting Giddi

We didn't want Giddi to be just another boring app. We wanted Giddi to give users that feeling that you get when you finally scratch that itch that's been bothering you for hours. On top of that, we wanted Giddi to be a friend who truly cares about you but also isn't afraid to call you out on your bull$@%^.

Giddi's identity was born from the idea that an app that assists should be inviting and relatable. Our team knew that this required a brand personality that matched the punchy, sometimes self-deprecating humor that generations of younger adults are drawn to. This personality was brought to life through a comprehensive content strategy centered around the chaos of meme culture and direct interaction with our social media audience. Additionally, users of the app would be greeted by fun characters that they could connect with on a more personal level.