L U C Y H ARW O O D , M H AR I T Y L E R , S I M R AN G I L L
AN D C AM E L I A AS S AD I AN
The Situation we are addressing
Who: Parents and Children
What: Families not eating healthily
When: Breakfast, Lunch and Dinner
Where: At home
Why: families eating unhealthy food because they
think it is easier and faster, children need simple fun
ways of eating healthier
Many parents are very busy because they work a
lot or are single-parents, so they don’t feed their
families healthily because they don’t have time or
ideas about how to do it.
How can you make it more convenient to
feed your family healthier food?
Key insight Statements
You need to feed your children quickly before you go
to work, you need a quick recipe that you can get
easily off your phone.
Some children find it very difficult to eat fruit and
vegetables. If their parents had lots of exciting ways
to make them look and taste more appealing then it
would be a lot easier.
Many families are eating unhealthily because they
don’t know where their food comes from or how to
make healthy food into something enjoyable.
Our team, The Midnight Puffins, is developing a
recipe and information mobile app to help
parents with picky eaters in their family who
struggle with getting their children interested
in food or to eat healthily. This will be achieved
by providing recipes with fun twists, appealing
to children and easy/quick for families to make.
This will encourage families to eat healthy
foods from a young age.
Competitors or alternative solutions that already
exist in the market
There are lots of recipe and food apps that already
exist in the market such as: BBC good food, Pepper
Plate and Yummly Recipes
And people could get recipes on the internet (e.g.
using the BBC website)
However our app does not require internet, is easy to
access, a lot more creative and focuses more on
giving a balanced diet to the whole family in an
enjoyable, rewarding and simple way.
MVP user stories and feature chosen
As a busy parent, I don’t want to spend too much
time on cooking, so that I can spend more time with
As a child, I want to learn how to cook different
things, so that I can be healthy when I grow up.
As a parent with picky eaters for children, I want to
be able to make healthy food into something they
will want to eat.
Overall, our apps core feature will be that it provides
recipes that are quick, easy to access, healthy and
Flow of app & user feedback integrated
We decided to have a kid’s and
Adult’s area because we spoke to
different parents and children and
thought it would be more appealing
to them if we separated the
different activities into age
appropriate sections so it would
suit their needs.
We included the diary, star chart
and games because some people
thought our app was too simple and
needed something to make it
different from other recipe apps as
well as making it a more rewarding
Key Wireframe 1
Home screen Adults or children’s area Help Area
Key Wireframe 2
Key Wireframe 3
There is not that much data we would need to collect for the
making of our app. We would just have to make up lots of
imaginative and creative recipes which is very easy to do
We realise that with our app there is quite a lot of content
(with games, star/ progress charts etc.), but what we want
to do is start with just a basic recipe app and slowly add to
it, making it more appealing to our wide range of users.
Technically our app seems hard to make as it has so many
features, however we have already tried making some of it
in Balsamiq and App Inventor and have been very
successful, so we know that it is realistically possible.
Business Case & Customer pledges
We were hoping to choose business model three, where our
app is sponsored by either a celebrity chef or a health care
service, because most of our customers are busy parents or
children who don’t really want to pay for an app – but it is
extremely hard to find people willing to sponsor our app.
So, if that is unsuccessful, we thought we could use business
model two, where the main app is free but some users can
pay for extra recipes and games for the children – there
were a lot more customer pledges for this because it means
that people can get the free app, decide if they like it, then
pay for extra if they want to.
How will we retain our users? We will update new recipes and add-ons
from time to time for our app. Also, as our app develops we will
incorporate games in it so children can unlock them if they stick to the
healthy food plan for a certain amount of time.
How will we gain our first 1000 users? We were planning to get
sponsors e.g. celebrity chefs to help sponsor and advertise our app. We
think this would be a great idea as this would encourage younger people
to cook because if they see a famous chef taking part in the app, this
would not only commercialise our app but get younger children
Advertising our app: We will advertise our app by making a dedicated
Facebook page and a twitter account. We will use quite mainstream
social apps as many people use them and it would get the word out
about our app, as well as not costing anything.
Wildcard (anything else)
We did contact several celebrity chefs (via email) to
tell them about our app and to see if they wanted to
We also made a Facebook page and a twitter account
to help advertisement for our app
The twitter account we made is called @cookitapp_