top of page
_edited.png)
Your Answer for
"What's for Dinner?"
“What’s for dinner?” A question that haunts millions of Americans on a daily basis. The endless doom scroll that ensues only leads to increased levels of stress and anxiety. People don't need a million options, just a simple answer that solves their decision fatigue.
Meet Giddi, the app that fights decision fatigue, helping you get out of your head and into your plate.
In serving as brand manager, my contributions included:
-
Developing monetization model for mobile application launch
-
Creating timeline and content plan for mobile application launch
-
Conducting secondary research for use in social media content planning
The Question That Haunts Us All
"What's for dinner?" For a majority of Americans, answering this brings unnecessary feelings of stress and anxiety on a daily basis.
79%
of Americans struggle deciding what to eat
20 Minutes
average time spent trying to figure out what to eat
The Anxiety Lies in
The Doom Scroll
My research consisted of extensive secondary analysis on the way users interact with food review and delivery apps.
The endless scroll of options creates a
paradox of choice for the end user, resulting in unneeded friction and decision fatigue.
The Solve: Reduce The Friction
For the end user, a quick and simple answer is the best way to fight decision fatigue.
Meet Giddi:
The App that Fights Decision Fatigue
helping you get out of your head and into your plate.
.png)
.png)
Tell Giddi What
You're in The Mood for...
1. Sign-up, input allergy
and dietary restrictions
.png)
2. Set your location and your travel preferences
.png)
No more endless scrolling or flooded reviews,
just a simple answer to the question “what’s for dinner?”
.png)
...Then Get a Restaurant Recommendation
3. Answer 5 questions to gauge your preferences
.png)
4. You have a local restaurant recommendation
.png)
Making An
App Relatable to
Young Professionals
Through social listening, I discovered that our target audience valued an app that could be a helpful tool with a humanizing, relatable personality.
In order to capture our audience, we needed to be inclusive, agile, and play into the chaotic internet culture that younger adults resonate with.
.png)
Creating
Engaging Content
Our team leveraged meme-driven content and "quick-response" community management to build brand authority with younger audiences.
The result: over 100 followers and 10,000 views across 8 static posts within a month of our social media launch.
1/1
The Business of Mobile Apps
The next step was determining the number of active monthly users required to monetize Giddi. I calculated not only the investment to make Giddi a minimum viable product (MVP), but also what it would take to break even on our investment in the mobile app itself.
Creating a Minimum Viable Product (MVP)
Creating a minimum viable product within a year would require:
Category
Estimated Cost
Legal and Insurance
$1,500
Hosting and Fees
$1,500
Marketing
$3,000
Coding and Development
$6,000
Total Year 1 Costs: $12,000
Breaking Even and Generating Profit
Making Giddi profitable as a mobile app would require:
Est. minimum of 1,000 active monthly users
Revenue Stream
Est. Monthly Earnings
Ad-supported free tier ($10 CPM)
$1,500
Ad-free subscription ($2.99/Mo.)
$1,500
Promoted Listings ($50/Mo.)
$3,000
Affiliate Bookings ($2.00/booking)
$6,000
Estimated Annual Revenue: $18,600
Bridging Branding with Measurable Results
Branding acts as a bridge between the consumer and real business results. In forecasting different business models and revenue strategies, I found all of the small details that contribute to the successful launch and maintenance of a startup.
I also learned that solving people's problems doesn't have to start with solving all of their problems. It starts with making a process simpler and easier for someone and Giddi was able to accomplish that through design thinking and a simple, relatable interface.
More Work >
bottom of page