[Tastedoo App] Digital product design from scratch

Project Overview

Designing and launching a food-tech product from zero to beta

Tastedoo is a real food-tech startup currently in beta phase in Montreal, designed to connect diners with local restaurants through curated experiences and high-value coupons.

As a founding member and Senior Product Designer (a.k.a. Head of Design), I led the creation of the product from idea to MVP, shaping not only the UX/UI but also the product vision, branding, and core value proposition. The goal was to validate a clear market opportunity: helping restaurants fill off-peak hours while offering diners meaningful, easy-to-redeem benefits.

Built as a hybrid mobile app (iOS & Android), Tastedoo was designed with scalability in mind, ready to evolve beyond the initial market.

My Approach

From vision to MVP using lean, user-centered product design

• Product vision & definition

  Translated a high-level business idea into a clear product strategy, defining the core MVP around the discover → claim → redeem journey.

• Lean research & benchmarking

  Analyzed competitor coupon apps and local market behaviors to identify gaps in value, usability, and restaurant alignment.

• End-to-end UX/UI design

  Designed the app from scratch, from information architecture and flows to high-fidelity UI, ensuring clarity, playfulness, and trust.

• Design system foundations

  Established a scalable, component-based design approach aligned with React Native Paper to support rapid iteration and growth.

• Agile collaboration & delivery

  Worked closely with developers in Agile sprints, ensuring smooth handoff, fast iteration, and alignment between design and implementation.

Key Outcomes

Product maturity & strategic impact

• MVP successfully launched to beta

  Delivered a fully functional product from concept to live beta in under 11 months, following Lean Startup and Agile principles.

• Defined the core product through 5 key functionalities

  Designed and validated the essential features that shape the entire user experience and establish the foundation of the product vision.

• AI-driven core application concept

  Established an AI-based product direction, exploring generative interface principles to support dynamic, adaptive user experiences.

• Scalable design & product foundations

  Built a flexible product and design framework ready to evolve with new features, markets, and user needs.

• Clear product positioning & value proposition

  Shaped a coherent narrative connecting restaurant needs, user value, and business goals into a unified product strategy.

• End-to-end ownership across product lifecycle

  Led decisions from early ideation and branding to UX/UI execution and beta delivery, ensuring consistency and clarity throughout.