Trüffel
Redefining Healthy Food Delivery
- Company
- Trüffel
- Team
- +2
- Year
- 2022
- Market
- Delivery, B2C
Trüffel is an academic project: a healthy food delivery concept for busy professionals. I led UX, UI and brand, from research and personas to onboarding, food matching and a bold, playful identity.
Challenge
Busy professionals want to eat well, but in the rush of city life healthy choices feel like hard work. Trüffel is a food delivery concept that makes them easier. The line was “We Hunt, You Match”: we find the good food, the app matches it to you.
How do you sell healthy snacks, and build awareness around them, in a sustainable way? Three insights framed the project:
- People want to know what they eat, and they care about it.
- Comfort and lack of time push them to order online.
- They want to eat healthy but don’t really know how.
Process
We ran surveys and interviews and looked at market studies on how urban professionals eat. Three problems stood out:
Too much choiceEndless options lead to decision fatigue.
No nutrition infoMost services hide ingredients, so healthy choices are hard to make.
Fast or healthyProfessionals need quick meals and end up compromising on nutrition.
We turned this into personas. One of them, Marie, is a busy professional who cares about eating well but struggles to find quick, healthy options. Mapping her journey showed us where to simplify, starting with onboarding. From there we built wireframes, tested them and iterated.
Key solutions
1. Smart food matching. Recommendations based on diet, health goals and past orders.
2. Onboarding that sets preferences. A short guided flow collects diet, allergies and goals, so the app is personal from the first screen.
3. Learning while you wait. Quick quizzes and content while the order is on its way, with discounts as a reward.
4. Clear nutrition. Nutrition details for every dish, so users can track macros and see what they’re getting.
5. A bold brand. Food delivery is crowded, so Trüffel had to stand out. The brand is bold, playful and a little provocative. The tone of voice uses cheeky wordplay to catch attention and make people smile.
Impact
Each feature answers one of the problems:
Smart food matchingSimplifies decisions and reduces choice overload.
PreferencesA personal experience from the first screen.
Learning while you waitMore engagement and better food knowledge.
Clear nutritionBuilds trust and encourages healthier choices.
What I learned
Healthy eating sounds like a nutrition problem, but in research it was a decision problem: too many options and too little time. As an academic project we never tested with real orders, so I’d validate the matching idea with a simple live test before designing four features around it. What stayed with me: a bold brand voice can make a “healthy” product feel fun instead of preachy.