FOOD WASTE REDUCTION

How might digital utility, play, AI, and personalization help people waste less food?

I led this strategic and creative exploration through MANTIKI to examine how a behavior-change challenge could become something more useful than a traditional campaign website.

The starting point was simple: people often don’t need more information—they need easier ways to act differently. From there, I framed the opportunity around moving people from awareness to utility, confidence, action, and habit.

The process moved from understanding audience motivations and barriers to defining desired behaviors, identifying product opportunities, exploring multiple directions, and evaluating ideas for impact and feasibility. Rather than treating the experience as a single destination, we explored a connected ecosystem of public-facing tools, learning experiences, partner resources, personalization, gamification, and emerging technology.

Concepts ranged from an AI-powered leftover recipe tool and personalized food-waste diagnostic to predictive planning, conversational guidance, AR storage assistance, and habit-building experiences. We also built an exploratory desktop and mobile prototype to understand how these ideas could work together as one cohesive digital experience.

This work was exploratory rather than a final production solution. Its purpose was to demonstrate how I approach open-ended digital product challenges: start with human behavior, explore broadly, connect strategy to utility, and use technology only where it makes the experience more meaningful.

The slides above show how that thinking evolved.