Oishii

94% of people say they plan their meals. Most of them don’t.

A third of all food produced is wasted. In a survey of 150+ people and 12 in-depth interviews, almost everyone claimed to plan ahead — yet most shopping decisions were made on the spot, food got lost at the back of the freezer, and lack of time (not motivation) was the real barrier.

Four archetypes, two personas.

We mapped people by how much time they have and how much they plan, which gave us four archetypes — from the Structured to the Carefree. Two personas came out of it: Sofía, 40, organised but short on time, and Marc, 23, a student who shops without a plan and forgets what’s already in the fridge.

From 344 ideas to one app.

The journey maps gave us eight “How might we” challenges. An ideation workshop produced 344 ideas; voting and clustering narrowed them to 11, and finally to Oishii — an AI chat that plans your week, suggests recipes from what you already have and tells you how much to buy.

Warm, appetising, and calm.

Orange for appetite, green for freshness, Work Sans for legibility. Sketches became hi-fi screens and an interactive prototype, which we tested with users and refined — plus a landing page to introduce the app.

Designing AI that helps, not lectures.

The hardest part was making the assistant feel helpful rather than prescriptive — so every plan can be accepted, tweaked or rejected, and the chat adapts to planners and improvisers alike.

150+

survey responses

12

in-depth interviews

344 → 1

ideas to concept

−25%

weekly food waste (projected)