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The project in a nutshell


Soboro is the result of a project from a UX Bootcamp that lasted 2 months where I worked as a product designer on a team of five.

Inside the double diamond methodology, it was designed an app that aims to help young people to save money and eat healthier while avoiding wasting food inside their homes.

The business model would include outside investment until the desired user base number and further, it would also include merchandising and subscription programs.

My role



UX/UI - Product design

As it was a group project, I worked as a Product designer together with a Customer Experience Analyst, a Product Owner, a User Interface designer and a UX designer.

My main tasks were Desk and User Research, Ideation, Wireframing, Personas, Testing, Onboarding, Illustration, and Visual concept.


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The design process was guided using the double diamond methodology, during every stage we had contact with different tools and materials emerging ourselves into practice and hands-on learning.


We were given an initial challenge to choose a problem to address inside the food waste scenario in São Paulo.

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During our discovery after analyzing all documentation that we received and deepening our desk research to collect more quantitative data, we took aspects such as our schedule, access to users and impact into account and opened up three main realistic scenarios: street markets, restaurants and homes.


According to our first hypotheses, street markets were a good starting point, as they were open to the public, frequent around the city during the weeks, and would have a greater impact due the amount of waste they could generate. We started focusing on the sellers, assuming they would like to help the community by reporting on spare products in their stalls and earning an extra amount for those products that they would not be able to sell.

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How to reduce food waste in São Paulo's street markets?

After the first round of field research, where we used a qualitative questionnaire to understand their behavior and motivation, we filled out our empathy map. It got clear that they had a very pragmatic profile and would feel extremely overwhelmed to change the way they worked within their hurried routine. They also told us that they used to take spare products to their families and donate as much as possible, considering the matter was resolved.

On the other hand, we observed that the market had a parallel side behind the vendors' stalls, a huddle of cluttered boxes with piles of damaged leaves, vegetables, and fruits where retirees and homeless people were looking for anything still suitable for consumption.

This sparkled on us a second approach, so we formulated a hypothesis that with volunteer work and better logistics, that food could be better managed and handled to those in need in a more hygienic way. We ran a quick quantitative questionnaire and ended up devaluing this hypothesis as we found no community users interested to cooperate in that situation.


We had a limited time until the deadline, and with our past hypothesis weakened we had to take a quick step back to dive into our initial research. Analyzing the three first scenarios, we got to the conclusion that as restaurants had serious sanitary restrictions and a lot of bureaucracy to deal with we would now address the last one, food waste inside homes.

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How to reduce food waste in São Paulo's homes?

We wanted to discover what type of household would waste more, what were the grocery and cooking habits and in what context food would go to waste. We assumed that big households would waste more and people did not know how to use the whole food discarding peels and stalks. 

With a quantitative online questionnaire, we had a better glance at our user's profile. The results have shown us they were in their mid 20´s, lived alone, cooked during the weekends searching for online recipes, and used to forget about the food in the refrigerator until it got spoilt.

Then, proceeding to validate this data, we applied a round of interviews with 5 users and had a deeper knowledge about their behaviour concerning cooking skills, daily routines and buying habits.

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Felipe is 28 years old, single, lives alone and works as a UX lead designer.


He doesn't have much time during the week as he works until late, so he ends up with spoiled food in his refrigerator because he forgets about it and cooks only on weekends.

He enjoys watching MasterChef and is inspired by the recipes, but since he doesn't have many cooking techniques, he finds it easier to look for simpler recipes online.


Based on data from our research, now we could continue heading for a solution. At this stage, we analysed with a value proposition canvas what key features and features our solution would demand considering our user's main pain points.




Not knowing if food is proper for consumption


Cooks excess food for not knowing the right amount for one person


Forgets about the food inside the fridge


Does not know what to do with spare food or how to store it properly