Rebranding to launch a new country and scale to 50,000+ downloads.

Luxembourg-based startup Food4All, a B2C mobile app fighting food waste in supermarkets and restaurants, was set for expansion into France. Carrefour signed on as an official partner and stakeholders wanted to give the business a younger, more modern identity.

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Based on user feedback and data insights, we prioritised several problems:

• With 2 conflicting services, users were unable to differentiate between them and their functionality.
• Users believed the cause was great, but the perceived savings and impact were not enough to create loyalty.
• The app was structured by stores, which were visible even without available products, leading to a frustrating navigation experience.

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With a worthy cause but minimal perceived reward, how do we keep users hungry for more? To better understand our users, we conducted some research:

• Facilitated a 10 person focus group for ideation into our new gamification idea.
• Interviewed 3 users 1-1 to understand and validate our loyalty program concept.
• Lead the cross-functional team through a complete UX overhaul with a 3-day design sprint.

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Our findings led us to a new user experience based on habit forming principles:

• Product-first approach: show users all the products from all the stores in one list.
• Gamification: earn points when you save items from waste (purchase products) to collect Swooples (coins).
• Loyalty: redeem discounts and lifestyle rewards with Swooples.

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Using our research findings and team design sprint, I delivered:

• 3 iterations of prototypes of the new UX, tested using Maze.io
• Designed a new 250+ new design system from our new branding concept.
• Print design of 12 in-store banners, rollups, stickers, posters, and flyers.

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We launched the new app with positive feedback from investors, customers, and stakeholders and the following business impact:

• Rolled out to 98 Carrefour stores in Ile-de-France, Paris
• Scaled from 200 to 4000 average weekly active users
• Achieved milestone 50,000+ app downloads.