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Key Insights

Data were collated and analysed using affinity mapping and experience mapping. Key insights included:

Making a reflective shopping list helps to become mindful and reduce food waste.

People tend to be less organised about food planning when they are in a busy and stressful mood.

People don’t want to spend too much time on list-making or food planning during busy schedules.

Food waste reflections are more likely to be forgotten while shopping. This situation leads to recurring food waste on the same items.

Design Iteration

Key insights turned into opportunity statements thinking of divergent solutions to the issues. Then they were evaluated by the ability to prevent food waste and providing permanent behaviour change.

HMW provide an effortless list-making experience with suggested items by using Ai to learn their habits and use behaviour steering and feedback strategies to prevent food waste caused by unmatching shopping plans with moods.

After the ideation process, experience prototyping and co-design sessions were conducted with target users that helped to validate the concept and refine the ideas further.

The MoSCow prioritisation method was used to finalise features and user requirements. Then a lo-fi prototype was created and tested with target users to refine the concept and usability.

Final Design - Main Moods

Usual mood aims to turn list-making into a habit by providing an effortless list-making experience with suggestions learned from user's shopping preferences.

Busy mood aims to enable making mindful decisions during busy and stressful times by providing long-lasting versions of suggestions learned from user's food waste history.

Experience Principles

Mooderate is guiding the user to make more mindful plans learning from their lifestyle and it is reassuring the user to remember list-making and check-off thanks to the shop-proximity feature.

Mooderate is improving user's awareness by encouraging them to keep a food waste diary.

Mooderate is empowering & encouraging the users by providing food saver tips & 10-minute recipes for their current lists.

Design for Behaviour Change

Mooderate uses Feedback and Behaviour Steering Strategies to enable mindful shopping and food waste prevention to become a habit in every mood of the user's life.

Ulgen Ayranci

I am passionate about exploring the ways technology and people’s lives intersect to create meaningful experiences for the future and the planet.

I studied Industrial Design at Istanbul Technical University, worked as a small kitchen appliances designer for 7 years, where I advanced my skills across industrial design and design engineering. These disciplines have shaped me into a good problem solver and an adaptive designer with a growing willingness to learn. Then I decided to diversify my skills by learning how to design experiences to pursue a career in digital product design.

I am highly proficient across a range of creative software such as Figma, Adobe XD, Photoshop, Indesign, and a restless brainstormer using various ideating methods such as Crazy 8's, 5Why's, using analogies. During my masters, I’ve worked across many different briefs, gained extensive experience collaborating in multi-disciplinary teams and remote working. I advanced my storytelling skills which improved my empathy and communication skills. I also gained experience utilizing user research platforms like Indeemo and rapid prototyping apps like Marvel alongside conducting usability tests.

I like working methodically using human-centred design processes and enjoy conducting user researches, prototyping and delivering impactful and visually pleasing design outcomes. I am curious and eager to learn immersive technologies and practice my design skills by applying them to people’s experiences.

Major project

Helping busy young professionals to become more mindful about their shopping decisions to prevent food waste


In May 2020, I completed the 'IBM Enterprise Design Thinking Practitioner' certification and earned the practitioner badge by demonstrating my knowledge and application of IBM's design thinking methodologies.

In November 2020, my team project Delight - a scheduled food delivery app collaborated with Hongkong University Bussiness School students - won the Best Branding Award in UXathon 2020.