Overview
FeedMe is a food delivery app based in Hong Kong, specializing in offering meals tailored to users with special diets, such as vegan, vegetarian, keto, pescatarian, paleo, and high-protein options. The team reached out to create an MVP (Minimum Viable Product) to pitch their concept to venture capitalists and other investors. Their primary goal was to differentiate themselves from competitors like Deliveroo, Food Panda, and Uber Eats while developing a visual identity that represented their brand values and mission.

Challenge
FeedMe needed a unique, user-friendly app design that would stand out in a competitive market. Additionally, they required a visual identity that clearly conveyed their brand vision and values, with a focus on healthy, specialized meal options.

Process
To kick off the project, I met with FeedMe’s team, including the two founders, two angel investors, and their marketing head, to understand the brand’s core mission and vision. By reviewing the comprehensive market research report and user survey that had already been completed, I gathered essential insights into their target audience and competitive landscape.

With this information in hand, I began developing basic wireframes to illustrate the app’s user journey, from initial entry points such as social media, restaurants, and paid advertisements, through to the meal ordering process. These wireframes helped visualize the app’s flow and identify the most important features and touchpoints for the user.

Once the wireframes were finalized, I moved on to designing the app’s visual identity and created high-fidelity mockups of all key screens. These mockups not only showcased the full user journey—from the landing page to checkout—but were also interactive, giving the team a clear, functional prototype to present to potential investors.

Outcome
The result was a polished MVP that effectively communicated the app’s value proposition and user-friendly experience. FeedMe was able to present a fully functional prototype to investors and clients, with a basic design system, customized icons, and a cohesive brand identity in place. This MVP helped the team gain traction and interest from potential investors.