FoodPrint
Making informed food choices for a more sustainable future.
We Have a (food) Problem
You’d have to be living in a thermos not to notice the world’s growing climate crisis. But have you ever stopped to consider how much of it stems from our daily choices—especially what we put on our plates?
According to data from the UN Food and Agriculture Organization, agriculture occupies 45% of the world’s habitable land, is responsible for 25% of global greenhouse gas emissions, and has driven 90% of tropical deforestation.
Yet, the real eye-opener is this: 80% of all agricultural land is used for animal farming, but it only provides 17% of the world’s calories. This stark inefficiency highlights a disconnect—one most of us don’t even realize exists.
What People Say
Survey responses confirmed this gap:
"I know my dietary choices matter, but I’m unsure of their full impact. I contribute by recycling and using public transport as much as possible..."
Yet the data also revealed hope:
85% didn’t realize their food choices affected the planet.
70% expressed interest in taking action for the environment.
60% wanted to learn about sustainable eating but didn’t know where to begin.
Data and Insights
Consumer Shift
A substantial 74% of people aim to reduce their environmental impact significantly, highlighting a strong desire for sustainable living.
https://globescan.com/2020/10/07/people-want-healthy-sustainable-living-choices-2020/?utm_source=chatgpt.com
Ease of adoption
One third of Millennials will choose a sustainable alternative when available, underscoring the importance of targeting this demographic with accessible sustainability tools.
https://www.simon-kucher.com/en/who-we-are/newsroom/recent-study-reveals-more-third-global-consumers-are-willing-pay-more?utm_source=chatgpt.com
Consumers are more likely to adopt healthier and more sustainable habits if they perceive these changes as easy to implement. This suggests that user-friendly tools and clear information can facilitate sustainable choices.
https://globescan.com/2020/10/07/people-want-healthy-sustainable-living-choices-2020/?utm_source=chatgpt.com
In 2023, consumers spent 14% more on food with sustainability labels compared to the previous year, despite inflation, showing a strong commitment to sustainable food option.
https://subsites.wur.nl/en/news-5/more-sustainable-food-sold-in-2023-despite-higher-prices.htm
Designing for Change
Knowing the problem at hand—people's disconnection between plate and planet and my environmentally curious users, I started coming up with ideas to bridge this gap.
My mission was to inform and empower individuals to make sustainable food choices by transforming complex environmental data into clear, actionable insights.
Hitting a Wall
The first ideas showed in clear metrics the impact that different types of diets have in the world.
This solution would allow users to interact with the data, enter their own information, and explore the different scenarios of food choices.
However, user testing quickly revealed 3 critical design issues with this approach:
✗ Cognitive Overload
Too many options overwhelmed users, making it unclear where to begin.
✗ Emotional Distress
Instead of feeling empowered, users felt guilty and paralyzed. The app needed to inform without overwhelming.
✗ No Clear Path to Action
Providing impact data alone wasn’t enough—users didn’t know what to do next.
Pivoting the Design
To drive real change, the solution had to:
✓ Empower users—Give them control over their impact.
✓ Motivate action—Encourage them to make small, achievable changes.
✓ Make sustainability feel rewarding, not discouraging.
So to ensure that users stay motivated throughout the process, I drew upon the 8 core drivers of human motivation by Yu-kai Chou and created a cohesive visual language, including a logo, color schemes, typography, and iconography, ensuring consistency throughout the app.
Harvesting the Solution
User Login & Onboarding
The onboarding experience plays a crucial role in setting the stage for users' journeys. Key elements include:
A carrot logo with a textured print effect, symbolizing the lasting impact of food choices.
An optional tutorial to guide first-time users smoothly into the platform.
A skippable input process that allows users to explore the app before entering dietary data, reducing friction.
Home
After onboarding, users arrive at the home page, where they take ownership of their progress:
Sustainability score visualized through a planet representation.
Progress tracking through ongoing challenges designed to improve their score.
Tangible accomplishments, measured in bathtubs of water saved, CO2 emissions reduced (equivalent to kms not driven), land spared and animals protected.
Social sharing options, reinforcing relatability and motivation.
The Grading System
The A–E grading system in Food Print is inspired by eco-labeling frameworks like Eco-Score and Plate Up for the Planet, which evaluate the environmental impact of food products. These systems assess factors such as carbon footprint, land and water use, biodiversity impact, and pollution to provide a clear, easy-to-understand rating.
AI: Ask Seed
Answers user questions about their diet and sustainability score.
Offers tailored challenges based on user goals.
Guides users toward sustainable improvements in a supportive way.
Explore and Kitchen
Explore Section: variety of food-related articles for users to learn more.
Kitchen section: provides eco-friendly recipes, helping users make sustainable choices in their meals.
Challenges Section
View ongoing and past challenges.
Track their progress and accomplishments,.
Join global challenges like Veganuary with other users.
Additionally, users have the option to create new personalized challenges tailored to their goals, making it easy to stay motivated and engaged.
Outcome
In summary, by integrating data-driven insights with gamification in a simple, fun, and engaging manner, FoodPrint creates a personalized path that helps users in their quests towards sustainable eating and a healthier world.
Conclusion
Designing Food Print was an opportunity to tackle a complex social problem that involves all of us.
My main takeaways are:
Data Alone Isn’t Enough – Users need actionable next steps and to be reminded.
Gamification Works – Motivation thrives on progress tracking & challenges.
Less is more – Too much complexity leads to cognitive overload and increases dropout.
This project reinforced my belief that UX can drive meaningful change, and I look forward to applying these insights to future sustainability-focused designs.
