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 you spend overthinking. Stressing. Whining. Twitching. Shaking. All because you can’t answer one damn question.
“What’re you going to eat?”
That question is kicking your ass every single day. We know it’s ringing in your head no matter what you do to answer it or distract yourself. And we get it. We know that hangry feeling. We know that shooting pain in your stomach. We know that throbbing daze. A nightmare you know all too well.
We believe in taking out the tough decisions. So you can feel your mouth watering, your taste buds tingling, and your mouth turning up into a smile.
Take back your time. Think less and savor more.
THE APP
THE APP
What's The Gist?
What's The Gist?
Fill out your preferences, price point, and location, then BOOM!
You’re set up with a new restaurant.
No viewing the menu ahead of time, no reading reviews, and no searching for pictures of the place.
Fill out your preferences, price point, and location, then BOOM!
You’re set up with a new restaurant.
No viewing the menu ahead of time, no reading reviews, and no searching for pictures of the place.
The problem we’re tackling is the overwhelming stress and indecision people face when choosing a restaurant, which often leads to frustration, anxiety, and strained relationships. Users feel stuck in an endless cycle of options, unsure of where to go or what to eat, which makes something as simple as dining out feel like a chore. We are designing for individuals like Kyle, busy professionals who value simplicity and want a smooth, stress-free experience when it comes to dining decisions. These users crave a way to quickly and confidently find a restaurant that suits both their preferences and cravings, without the added pressure or confusion.
Honing in on those who need Giddi
EMPATHIZE & DEFINE
Problem Identification
Our target audience faces several key challenges when it comes to dining out. First, anxiety and indecision often take over when it's time to pick a restaurant, leading to frustration and even arguments. Many users are also overwhelmed by the sheer number of choices available, with reviews often creating confusion rather than clarity. On top of that, social media promotions can be misleading, leaving users unsure whether the hype matches the experience. Lastly, option fatigue sets in when users are bombarded with endless possibilities, making it harder to enjoy the process of choosing a place to eat. These pain points highlight the need for a simpler, more guided way to explore local dining options without the stress and uncertainty.
Persona
Kyle is a busy professional with a high income, living with his girlfriend of two years. He’s planning to propose but constantly struggles with the one thing he can't control: deciding where to eat. Their 'hangry' arguments over small things like blankets and trash get in the way of their otherwise smooth relationship. Kyle is looking for a simple, stress-free way to choose a restaurant that satisfies both their cravings, so he can focus on making his personal life as calm and happy as possible—especially before popping the question.
Giddi Process
Giddi Process
Empathize & Define
Empathize & Define
Design
Design
Prototype & Testing
Prototype & Testing
EMPATHIZE & DEFINE
Honing in on those who need Giddi
The problem we’re tackling is the overwhelming stress and indecision people face when choosing a restaurant, which often leads to frustration, anxiety, and strained relationships. Users feel stuck in an endless cycle of options, unsure of where to go or what to eat, which makes something as simple as dining out feel like a chore. We are designing for individuals like Kyle, busy professionals who value simplicity and want a smooth, stress-free experience when it comes to dining decisions. These users crave a way to quickly and confidently find a restaurant that suits both their preferences and cravings, without the added pressure or confusion.
Problem Identification
Our target audience faces several key challenges when it comes to dining out. First, anxiety and indecision often take over when it's time to pick a restaurant, leading to frustration and even arguments. Many users are also overwhelmed by the sheer number of choices available, with reviews often creating confusion rather than clarity. On top of that, social media promotions can be misleading, leaving users unsure whether the hype matches the experience. Lastly, option fatigue sets in when users are bombarded with endless possibilities, making it harder to enjoy the process of choosing a place to eat. These pain points highlight the need for a simpler, more guided way to explore local dining options without the stress and uncertainty.
Persona
Kyle is a busy professional with a high income, living with his girlfriend of two years. He’s planning to propose but constantly struggles with the one thing he can't control: deciding where to eat. Their 'hangry' arguments over small things like blankets and trash get in the way of their otherwise smooth relationship. Kyle is looking for a simple, stress-free way to choose a restaurant that satisfies both their cravings, so he can focus on making his personal life as calm and happy as possible—especially before popping the question.
DESIGN
DESIGN
User Flow
User Flow
The initial user flow was designed to map out the steps a user would take while interacting with the app. This process helped us clarify navigation and pinpoint how to effectively integrate the adventure options, ensuring a smooth and engaging experience.
The initial user flow was designed to map out the steps a user would take while interacting with the app. This process helped us clarify navigation and pinpoint how to effectively integrate the adventure options, ensuring a smooth and engaging experience.
User Flow 1
User Flow 1
Feedback
Feedback
Kyle is a busy professional with a high income, living with his girlfriend of two years. He’s planning to propose but constantly struggles with the one thing he can't control: deciding where to eat. Their 'hangry' arguments over small things like blankets and trash get in the way of their otherwise smooth relationship. Kyle is looking for a simple, stress-free way to choose a restaurant that satisfies both their cravings, so he can focus on making his personal life as calm and happy as possible, especially before popping the question.
Kyle is a busy professional with a high income, living with his girlfriend of two years. He’s planning to propose but constantly struggles with the one thing he can't control: deciding where to eat. Their 'hangry' arguments over small things like blankets and trash get in the way of their otherwise smooth relationship. Kyle is looking for a simple, stress-free way to choose a restaurant that satisfies both their cravings, so he can focus on making his personal life as calm and happy as possible, especially before popping the question.
User Flow 2
User Flow 2
Wireframes
Wireframes
The user flow served as the foundation for creating wireframes, allowing us to visualize the app’s structure and how users would interact with it. The wireframes were essential in mapping out each step, helping the team understand the most efficient and intuitive way to engage with our users. This process ensured we were aligned on how to create a seamless and user-friendly experience from start to finish.
The user flow served as the foundation for creating wireframes, allowing us to visualize the app’s structure and how users would interact with it. The wireframes were essential in mapping out each step, helping the team understand the most efficient and intuitive way to engage with our users. This process ensured we were aligned on how to create a seamless and user-friendly 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 user testing were crucial phases in bringing Giddi to life. Through iterative prototyping, we were able to refine the user flow, integrate branding elements, and ensure the app meet user needs. Testing with real users exposed key insights and small but essential details that improved both functionality and design. This process not only helped us identify pain points but also validated our approach, allowing us to make informed decisions and fine-tune the experience before launch.
Prototyping and user testing were crucial phases in bringing Giddi to life. Through iterative prototyping, we were able to refine the user flow, integrate branding elements, and ensure the app meet user needs. Testing with real users exposed key insights and small but essential details that improved both functionality and design. This process not only helped us identify pain points but also validated our approach, allowing us to make informed decisions and fine-tune the experience before launch.
Onboarding
Onboarding
Expansive preference options - these options are very personalized, because Giddi wants to really get to know you and what’s best for you. More than just cuisine preference or allergies, the app takes into account your party size, mode of transportation, preferred ambience, and more.
Expansive preference options - these options are very personalized, because Giddi wants to really get to know you and what’s best for you. More than just cuisine preference or allergies, the app takes into account your party size, mode of transportation, preferred ambience, and more.
Home Page
Home Page
Straightforward design - we know what you're here for so why clutter the homepage with a bunch of overwhelming options? Let's get straight to the point, just select "Get Giddi" to get paired with your next meal.
Straightforward design - we know what you're here for so why clutter the homepage with a bunch of overwhelming options? Let's get straight to the point, just select "Get Giddi" to get paired with your next meal.
Feature: Choice of Cuisine
Feature: Choice of Cuisine
Have you ever had a taste for something but that's about all you can offer to the "what's for dinner" discourse? Yeah, we've all been there. That's why choosing a cuisine type can be helpful when you don't know what you want but you definitely know what you don't want.
Have you ever had a taste for something but that's about all you can offer to the "what's for dinner" discourse? Yeah, we've all been there. That's why choosing a cuisine type can be helpful when you don't know what you want but you definitely know what you don't want.
Feature: Short List of Questions
Feature: Short List of Questions
Short and sweet - The "Get Giddi" process is a short series of questions that help us identify exactly what you don't know that you're looking for. Just answer four this or that questions to get closer to your happy belly.
Short and sweet - The "Get Giddi" process is a short series of questions that help us identify exactly what you don't know that you're looking for. Just answer four this or that questions to get closer to your happy belly.
Feature: Choice of Adventure
Feature: Choice of Adventure
Feel like being adventurous? Well this feature is for those looking to spice up their routine by turning their need for food into a quest for cuisine.
Feel like being adventurous? Well this feature is for those looking to spice up their routine by turning their need for food into a quest for cuisine.
Feature: Integrated Navigation
Feature: Integrated Navigation
We know you probably don't know where you're going so feel free to choose your favorite navigation app to get you the rest of the way there. We offer Apple Maps, Google Maps, and Waze. Waze is what's recommended if you're taking the surprise route because they won't spoil the surprise for you by telling you "what's at this address" - kinda sketchy if you ask us, but it works for us!
We know you probably don't know where you're going so feel free to choose your favorite navigation app to get you the rest of the way there. We offer Apple Maps, Google Maps, and Waze. Waze is what's recommended if you're taking the surprise route because they won't spoil the surprise for you by telling you "what's at this address" - kinda sketchy if you ask us, but it works for us!
THE OUTCOME
THE OUTCOME
Feedback
Feedback
Our app helps you stop overthinking and just eat already. It tackles the whole ‘solo dining is weird’ thing, encourages a little culinary adventure, and makes restaurant decisions less of a headache. You’ll feel more confident, get back the time you’d waste worrying, and maybe even discover a new favorite spot—all while secretly becoming part of a low-key dining community.
Our app helps you stop overthinking and just eat already. It tackles the whole ‘solo dining is weird’ thing, encourages a little culinary adventure, and makes restaurant decisions less of a headache. You’ll feel more confident, get back the time you’d waste worrying, and maybe even discover a new favorite spot—all while secretly becoming part of a low-key dining community.
REFLECTIONS
REFLECTIONS
Getting people out of their heads and into their plates
Getting people out of their
heads and into their plates
It’s easy to consider skipping steps when developing an app, but we now understand the importance of going step by step through the process of the user experience when developing the app. Crafting a brand identity that incorporates aspects of everyone on the team’s personality (in this case, embracing lightheartedness, free thinking, and fun!) is integral to fostering and maintaining group chemistry, motivation, and authenticity.It’s important when collaborating with a team to prioritize understanding everyone on a personal level, including their strengths and weaknesses, to bring the most out of them.
It’s easy to consider skipping steps when developing an app, but we now understand the importance of going step by step through the process of the user experience when developing the app. Crafting a brand identity that incorporates aspects of everyone on the team’s personality (in this case, embracing lightheartedness, free thinking, and fun!) is integral to fostering and maintaining group chemistry, motivation, and authenticity.It’s important when collaborating with a team to prioritize understanding everyone on a personal level, including their strengths and weaknesses, to bring the most out of them.
The feedback we received was overwhelmingly positive, with many users expressing how much they wished this solution existed sooner. It’s clear that this is something people really needed—and we’re excited to keep making it even better!
The feedback we received was overwhelmingly positive, with many users expressing how much they wished this solution existed sooner. It’s clear that this is something people really needed—and we’re excited to keep making it even better!
