Giddi: Ending the “What’s for Dinner?” Spiral
Giddi: Ending the “What’s for Dinner?” Spiral
Overview
Overview
A mobile product designed to reduce decision fatigue around everyday food choices.
A mobile product designed to reduce decision fatigue around everyday food choices.
Team
Team
Gabby Reed-Carlock (UX Designer & Product Developer)
Jack Ziegler (Brand Manager)
Kacey Cooper (Strategist)
Lorna Graham (Art Director)
Sam Rosenberg (Copywriter)
Gabby Reed-Carlock (UX Designer & Product Developer)
Jack Ziegler (Brand Manager)
Kacey Cooper (Strategist)
Lorna Graham (Art Director)
Sam Rosenberg (Copywriter)
role
role
UX Designer
Product Designer
Developer
UX Designer
Product Designer
Developer
tools
tools
Figma
Cursor
Codex
Antigravity
Figma
Cursor
Codex
Antigravity
focus
focus
Decision Fatigue
Habit UX
Real-World Constraints
Decision Fatigue
Habit UX
Real-World Constraints
platform
platform
Mobile App
Mobile App
THE STRATEGY
14 Minutes.
That’s how long people spend deciding what to eat.
Not because they don’t have options, but because they have too many.
“What are you going to eat?” turns into:
scrolling
second-guessing
negotiating
repeating
This isn’t a food problem.
It’s decision fatigue.
Giddi removes the pressure of choosing—so people can decide quickly and move on.
THE APP
THE APP
What's The Gist?
What's The Gist?
Set your preferences, price point, and location
Answer a few quick questions
Get matched with a restaurant—no scrolling required
Set your preferences, price point, and location
Answer a few quick questions
Get matched with a restaurant—no scrolling required
No menus. No reviews. No overthinking.
No menus. No reviews. No overthinking.
THE STRATEGY
14 Minutes.
That’s how long people spend deciding what to eat.
Not because they don’t have options, but because they have too many.
“What are you going to eat?” turns into:
scrolling
second-guessing
negotiating
repeating
This isn’t a food problem.
It’s decision fatigue.
Giddi removes the pressure of choosing—so people can decide quickly and move on.
Choosing where to eat isn’t simple—it’s emotionally loaded.
Users experience:
decision anxiety
too many options
conflicting preferences (especially in groups)
frustration from misleading reviews
The result is a repeated loop of indecision that turns a simple task into a stressful one.
Understanding the Real Problem
EMPATHIZE & DEFINE
Giddi Process
Giddi Process
Designing a system that reduces decisions, not adds to them.
Designing a system that reduces decisions, not adds to them.
EMPATHIZE & DEFINE
Understanding the Real Problem
Choosing where to eat isn’t simple—it’s emotionally loaded.
Users experience:
decision anxiety
too many options
conflicting preferences (especially in groups)
frustration from misleading reviews
The result is a repeated loop of indecision that turns a simple task into a stressful one.
DESIGN — USER FLOW
DESIGN — USER FLOW
Mapping a Faster Path to Decision
Mapping a Faster Path to Decision
The user flow was designed to eliminate unnecessary steps and reduce decision points.
Instead of exploring options endlessly, the flow guides users through a short, structured path toward a single outcome.
Each step was evaluated based on one question: Does this make the decision easier or harder?
The user flow was designed to eliminate unnecessary steps and reduce decision points.
Instead of exploring options endlessly, the flow guides users through a short, structured path toward a single outcome.
Each step was evaluated based on one question: Does this make the decision easier or harder?
User Flow 1
User Flow 1
Early Direction
Early Direction
Initial concepts leaned too heavily on exploration.
Refining the flow meant removing steps, simplifying inputs, and focusing on speed over choice.
Initial concepts leaned too heavily on exploration.
Refining the flow meant removing steps, simplifying inputs, and focusing on speed over choice.
User Flow 2
User Flow 2
DESIGN — WIREFRAMES
DESIGN — WIREFRAMES
Designing for Clarity
Designing for Clarity
Wireframes focused on simplifying structure and reducing cognitive load.
Each screen was designed to:
minimize input
guide decisions
remove unnecessary distractions
This ensured a fast, intuitive experience from start to finish.
Wireframes focused on simplifying structure and reducing cognitive load.
Each screen was designed to:
minimize input
guide decisions
remove unnecessary distractions
This ensured a fast, intuitive experience from start to finish.
Wireframe 1
Wireframe 1
Wireframe 2
Wireframe 2
PROTOTYPE & TESTING
PROTOTYPE & TESTING
Bringing it to life
Bringing it to life
Prototyping and testing refined how quickly users could move from question to decision.
Testing revealed small but critical improvements in:
interaction speed
clarity of choices
overall confidence in outcomes
Each iteration focused on making the experience feel faster and easier.
Prototyping and testing refined how quickly users could move from question to decision.
Testing revealed small but critical improvements in:
interaction speed
clarity of choices
overall confidence in outcomes
Each iteration focused on making the experience feel faster and easier.
Onboarding
Onboarding
Personalization Without Friction
Instead of relying on generic filters, onboarding captures meaningful context—like group size, transportation, and preferences—so decisions feel tailored without requiring effort.
Personalization Without Friction
Instead of relying on generic filters, onboarding captures meaningful context—like group size, transportation, and preferences—so decisions feel tailored without requiring effort.
Home Page
Home Page
Designed for Immediate Action
The homepage removes distractions and centers a single action: get a recommendation.
No browsing. No overwhelm. Just start.
Designed for Immediate Action
The homepage removes distractions and centers a single action: get a recommendation.
No browsing. No overwhelm. Just start.
Feature: Choice of Cuisine
Feature: Choice of Cuisine
Reducing the Decision Surface
Cuisine selection helps narrow choices quickly—especially when users know what they don’t want.
Reducing the Decision Surface
Cuisine selection helps narrow choices quickly—especially when users know what they don’t want.
Feature: Questions
Feature: Questions
Guided, Not Overwhelming
A short series of “this or that” questions replaces complex filters, making input feel fast and intuitive.
Guided, Not Overwhelming
A short series of “this or that” questions replaces complex filters, making input feel fast and intuitive.
Feature: Adventure
Feature: Adventure
Encouraging Exploration Without Effort
Adventure mode removes the burden of choosing entirely, allowing users to discover new places without research.
Encouraging Exploration Without Effort
Adventure mode removes the burden of choosing entirely, allowing users to discover new places without research.
Feature: Navigation
Feature: Navigation
From Decision to Action
Seamless integration with navigation apps ensures users can immediately act on their decision—without breaking the flow.
From Decision to Action
Seamless integration with navigation apps ensures users can immediately act on their decision—without breaking the flow.
THE OUTCOME
THE OUTCOME
The Result
The Result
Giddi turns a frustrating, repetitive decision into a fast, confident action.
Users spend less time deciding and more time actually enjoying their experience.
Giddi turns a frustrating, repetitive decision into a fast, confident action.
Users spend less time deciding and more time actually enjoying their experience.
REFLECTIONS
REFLECTIONS
What This Project Taught Me
What This Project Taught Me
This project reinforced the value of designing with restraint.
Instead of adding features, I focused on removing friction—simplifying flows, reducing inputs, and prioritizing speed.
It reflects how I approach product design: not by adding complexity, but by removing it.
This project reinforced the value of designing with restraint.
Instead of adding features, I focused on removing friction—simplifying flows, reducing inputs, and prioritizing speed.
It reflects how I approach product design: not by adding complexity, but by removing it.
COMING SOON
COMING SOON
Current Status
Current Status
Giddi is currently being developed into a functional, App Store–ready product.
I’m building a live version of the experience to validate the interaction model and refine the system in real-world use.
Giddi is currently being developed into a functional, App Store–ready product.
I’m building a live version of the experience to validate the interaction model and refine the system in real-world use.
