Wisely | Aimen Awan

A smart way to reduce food waste

Project Overview

Wisely is a mobile application that helps users reduce food waste. Wisely provides useful tips on food storage, and helps users keep track of their fruits & vegetables.

My Role

I conducted user research, led user interviews and ideation sessions, gathered insights, created journey maps and user flow diagrams, and created wireframes. I ran multiple iterations based on user testing and designed high fidelity prototypes.


I devised a design process to help me achieve my objectives. I divided the process into three main phases: Research, Plan & Frame [Analysis], and Create and Iterate. Each phase is further divided into activities that help me reach my final design solution.

Fruits & Vegetables

Fish &

Sea Food

Grain &




Meat &


Food waste breakdown at consumer level per year in the US

Food waste means wasting water which directly impacts climate!

1 wasted


250 litres

of water

No Waste helps users reduce food waste by reminding them when food will expire by simply scanning barcode & receipt.

FoodCloud is a social enterprise that connects businesses with surplus food to charities in their local communities that need it via a software platform.

Olio helps to connect neighbors and local retailers so surplus food can be shared and not disposed of. 

Giki enables users to track how healthy, sustainable and ethical the companies you buy from and the products you purchase are.

In Journey Map we identified possible stages where we can help our users and what are different opportunities. 

Participants: 3

Age: 20 -30

Session Duration: 30-40 minutes

Number of Tasks: 5

Follow up Question: 10

Findings & Insights

Adding items to the consumption tracker is confusing. All the participants had difficulty in understanding the steps. Inputs for the tracker can be made more intuitive and easy.

An ability to add your own tips and share it with the community can have an added value for the users.


Icons from

Google Material Design


Images from


Easily find

Food Storage Tips

Track your fruits & veggies 

Make Pledges and keep a track of your impact

Next Steps

I continue to work on the project. I am taking the following steps to further improve the project:

  • Usability testing with a diverse set of users

  • Improve input methods for consumption tracker

  • Make storage tips more interactive & useful for everyone

Let's Connect!