EAT Fritschi
startup
GOALS
How can people be supported in their everyday eating habits?The goal was to explore whether – and how – a product or service could help people eat more balanced, varied, and purposefully, especially those with little time or motivation to cook.
Context
This project was created as part of the MAS in Human Computer Interaction Design and evolved from a master’s thesis into a real startup.After graduation, eat fritschi was accepted into the Swisscom Kickbox Innovation Program, where we completed all three stages: RedBox → BlueBox → GoldBox.
METHODS
- User Research (competitive analysis, interviews, diaries, focus groups, HMW questions)
- Persona development
- Prototyping (Critical Function, Funky, Dark Horse, Hi-Fi)
- Extensive field testing (MVP phases)
Self-Initiated Project
Entrepreneur & UX Des. & Researcher
Learnings
- I learned that in-depth user research is key to truly understanding user needs and building meaningful solutions.
- I learned that early and iterative prototyping not only reduces risk but sparks creative, user-centered ideas.
- I learned that unconventional methods like Dark Horse prototyping help challenge assumptions and unlock innovation.
- I learned that real-world context is critical – even strong concepts must fit into the everyday lives of users.
- I learned that UX design can shape entire business models and directly impact market success.
«Food is not just eating energy. It’s an experience.»
Guy Fieri
APPROACH
We worked with an extended Double Diamond model:
- Diamond 1 → Context analysis, user research & problem definition
- Diamond 2 → Prototyping & testing (based on a Design Thinking approach)
Each phase was run iteratively, and the model was tailored to fit the specific project context.
PHASE „Discover“
- Goal: Understand contexts, gather insights, and cluster findings.
- Methods: Interviews, diary studies, user groups, focus groups, literature and competitor analysis.
The insights gathered formed the basis for the next phase – defining the persona, their problems, and the critical functions of the future product.
«Food is not just eating energy. It’s an experience.»
Quote from User Research, 2018
PHASE „Define“ (Persona)
Based on research, we created a detailed persona including daily routine, motivations, barriers, and eating behavior – using Kim Goodwin’s model.
PHASE „Develop“ (Critical Function Prototyping)
We translated ideas into quick, function-focused prototypes and tested them with users. Hypotheses were evaluated, validated, or discarded – with each iteration informing the next.
PHASE „Develop“ (DARK HORSE PROTOTYPING)
Unconventional ideas were deliberately explored further to uncover new perspectives and break established thinking patterns. Even unrealistic concepts provided valuable inspiration for the final service.
The term “dark horse” comes from an anecdote in horse racing – the horse no one bet on at the start of the race, yet that ultimately won.
Phase „REFINE“ (Final Prototype)
The strongest concepts were merged into a high-fidelity prototype, including:
- App concept
- Full service description
- Lo-Fi & Hi-Fi screens
Key features:
- Grab-and-go meals from smart vending machines
- Automatic delivery by partner restaurants
- Personalization based on food preferences
- Reduction of food waste via dynamic pricing
4 week pilot phase at Puls 5, Zurich
Together with dean&david, Lilly Jo, and NoshPots, we launched a 4 week pilot in Zurich. The fully functioning MVP was the result of months of preparation, strong commitment, and focused resources.
What we built:
- E-commerce webshop linked to vending machine
- Smart vending machine with lift system
- End-to-end process & fritschi brand design
- Courier logistics & restaurant onboarding
- Marketing & professional food photography
Second test phase in Oerlikon
The first pilot showed how tough the food market really is. With very limited marketing budget, uptake remained low. We pivoted to a B2B2C idea: placing smart fridges in offices without cafeterias.
We launched the second pilot in April 2020 in a large office building in Oerlikon. But just as we started – COVID hit. With remote work and lockdowns, our assumptions couldn’t be reliably tested. Since then, the project has been on hold.
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EAT Fritschi
startup
GOALS
How can people be supported in their everyday eating habits?The goal was to explore whether – and how – a product or service could help people eat more balanced, varied, and purposefully, especially those with little time or motivation to cook.
Context
This project was created as part of the MAS in Human Computer Interaction Design and evolved from a master’s thesis into a real startup.After graduation, eat fritschi was accepted into the Swisscom Kickbox Innovation Program, where we completed all three stages: RedBox → BlueBox → GoldBox.
METHODS
- User Research (competitive analysis, interviews, diaries, focus groups, HMW questions)
- Persona development
- Prototyping (Critical Function, Funky, Dark Horse, Hi-Fi)
- Extensive field testing (MVP phases)
Self-Initiated Project
Entrepreneur & UX Des. & Researcher
Learnings
- I learned that in-depth user research is key to truly understanding user needs and building meaningful solutions.
- I learned that early and iterative prototyping not only reduces risk but sparks creative, user-centered ideas.
- I learned that unconventional methods like Dark Horse prototyping help challenge assumptions and unlock innovation.
- I learned that real-world context is critical – even strong concepts must fit into the everyday lives of users.
- I learned that UX design can shape entire business models and directly impact market success.
«Food is not just eating energy. It’s an experience.»
Guy Fieri
APPROACH
We worked with an extended Double Diamond model:
- Diamond 1 → Context analysis, user research & problem definition
- Diamond 2 → Prototyping & testing (based on a Design Thinking approach)
Each phase was run iteratively, and the model was tailored to fit the specific project context.
PHASE „Discover“
- Goal: Understand contexts, gather insights, and cluster findings.
- Methods: Interviews, diary studies, user groups, focus groups, literature and competitor analysis.
The insights gathered formed the basis for the next phase – defining the persona, their problems, and the critical functions of the future product.
«Too many options, not enough time. I just want to eat something good without having to think.»
Quote from User Research, 2018
PHASE „Define“ (Persona)
Based on research, we created a detailed persona including daily routine, motivations, barriers, and eating behavior – using Kim Goodwin’s model.
PHASE „Develop“ (Critical Function Prototyping)
We translated ideas into quick, function-focused prototypes and tested them with users. Hypotheses were evaluated, validated, or discarded – with each iteration informing the next.
PHASE „Develop“ (DARK HORSE PROTOTYPING)
Unconventional ideas were deliberately explored further to uncover new perspectives and break established thinking patterns. Even unrealistic concepts provided valuable inspiration for the final service.
The term “dark horse” comes from an anecdote in horse racing – the horse no one bet on at the start of the race, yet that ultimately won.
Phase „REFINE“ (Final Prototype)
The strongest concepts were merged into a high-fidelity prototype, including:
- App concept
- Full service description
- Lo-Fi & Hi-Fi screens
Key features:
- Grab-and-go meals from smart vending machines
- Automatic delivery by partner restaurants
- Personalization based on food preferences
- Reduction of food waste via dynamic pricing
4 week pilot phase at Puls 5, Zurich
Together with dean&david, Lilly Jo, and NoshPots, we launched a 4 week pilot in Zurich. The fully functioning MVP was the result of months of preparation, strong commitment, and focused resources.
What we built:
- E-commerce webshop linked to vending machine
- Smart vending machine with lift system
- End-to-end process & fritschi brand design
- Courier logistics & restaurant onboarding
- Marketing & professional food photography
Second test phase in Oerlikon
The first pilot showed how tough the food market really is. With very limited marketing budget, uptake remained low. We pivoted to a B2B2C idea: placing smart fridges in offices without cafeterias.
We launched the second pilot in April 2020 in a large office building in Oerlikon. But just as we started – COVID hit. With remote work and lockdowns, our assumptions couldn’t be reliably tested. Since then, the project has been on hold.
BACK TO MY PROJECTS
NEXT PROJECT