Feeding America

Product Design for Corporate Engagement

10 weeks, team of 3 | mobile, ux, agile sprints
In the United States, 1 in 9 people experience hunger. Feeding America, the largest domestic hunger-relief nonprofit organization, aims to lower that ratio by connecting people with food. My team designed a new product in partnership with grocery stores to increase donations to help Feeding America reach its goal sooner.
My Role
UX Research Lead: I conducted and synthesized user and stakeholder interviews, concept testing, and usability testing.

Interaction Designer: I used insights from research to iterate low-fidelity and high-fidelity mockups on Figma.
Usability Testing
Future Narratives
Concept Storyboards


 The Problem 

How to raise more money via corporate engagement?

Hunger continues to be an endless issue in the U.S., but Feeding America continues to work towards alleviating hunger for as many Americans as possible. However, Feeding America has limited resources and relies heavily on corporate partnerships to increase awareness and donations.


How might we create a new partnership with a corporation to increase donations for Feeding America?


 The Solution 

Designed for the millennial do-gooder

This solution was aimed towards a young millennial who wants to save money and do social good at the same time. This user shops both in person and online for groceries and necessary household items.

Mobile experience for donations and membership

This experience includes 3 main stakeholders: Feeding America, a grocery store chain, and the user. The premise of this experience is that the user receives a one-time discount on their purchase if they are a member of the grocery store. The grocery store would sponsor these discounts in return of the memberships and donate this amount to Feeding America for a select period of time.

In short, here is a summary of stakeholder benefits:

User: $$ saved & satisfaction shopping at that store
Grocery Store: Increased membership sign-ups & social responsibility
Feeding America: More donations & awareness


 The Process 


JTBD Analysis
Future Narratives
In-Depth Interviews


Concept Storyboard
Concept Testing
5 E's of User Journey


User Stories
High-fidelity on Figma
Usability Testing



Understanding the problem space

We first analyzed the Job-To-Be-Done that Feeding America representatives gave to us to understand our stakeholder's needs and expectations. After receiving clarification, we formed future narratives to form research questions for both our users and our stakeholders. We interviewed 7 millennial do-gooders, 2 grocery store workers, and 2 Feeding America representatives to ensure we considered all our stakeholders' needs. When interviewing the millennial do-gooders, we asked questions in regards to food insecurity has affected their lives and their motivations to donate to their charities and their experiences shopping in grocery stores. On the other hand, we interviewed grocery store workers to understand their efforts with charitable partnerships and who decides which charities the grocery store donates to. We interviewed Feeding America representatives to understand the constraints of the solution.

"When I donate, I want to make sure that [my donation] is actually making a difference." - Female, 24
"I only pay attention to signs in grocery stores if it helps me save money." - Male, 26



Mash-up to brainstorm new ideas

As a start, we used the Mash-Ups framework to brainstorm different concepts to address our problem statement. To diversify our ideas, we had different mash-ups among the 4 sections: people, business objectives, touchpoints, and digital interactions. Afterwards, we eliminated concepts based on our constraints or if there was not a big enough target market for it.

Concept testing & storyboards

We conducted concept testing with 5 people to measure their first impressions, relevance to needs, likeliness to use, and overall importance for each concept. To quantify the feedback from our concept tests, we used a Likert scale from 1-10 (1 - least, 10 - most). With the insights from this synthesis, we created a concept storyboard against the 5 E's of the customer journey (Excitement, Entry, Engagement, Exit, and Extend).



Sketching before going digital

Before creating any type of digital prototype, we created user stories to prioritize which key screens to prototype. After sketching these key screens against the 5 E's of the user journey again, we began creating low-fidelity wireframes and mockups on Figma. We conducted 2 rounds of task-based usability testing to iterate on our concept.

Introducing "Save for All"

Save for All is a campaign between Feeding America and a grocery store chain, like Target.

For Target members, users will receive a one-time $5 discount, thus either rewarding existing members or prompts users to sign up for Target's membership program (Target Circle). Target then donates that money to Feeding America. In essence, Target is donating to Feeding America in exchange for membership sign-ups. On the user's end, they feel good knowing that they saved money and seamlessly donated to a meaningful cause.

Learning about the campaign

The user can learn about this campaign: on the notification page, on the home page, or on the product listing page. Having multiple entry points to the campaign increases the likelihood of user engagement.

Applying the discount

If the user is not an existing Target Circle member, then Target will prompt them to sign up. If they are, then they can apply their discount either in person or online. This versatility accounts for different kinds of users - an in-person or online shopper.

Understanding the impact

After using the discount, the user immediately knows that by using the discount, they automatically donated to Feeding America on Target's behalf. This experience ensures that the donation process is seamless and that the user immediately feels good for doing a good deed.


 Next Steps


Create functional app experience for campaign testing.


Investigate and confirm compatibility with other brands.


Explore item specific campaigns co-funded by goods suppliers.



Don't be afraid to start with pen & paper! Sketching first helps save time by getting the idea across more quickly.
Ask for stakeholder feedback often. Doing so will allow enough time to pivot before investing a lot of time and resources into it.

Think about who will be funding your product. Not only does the product have to be desirable, but it also needs to generate revenue.
← MOBILIZEWalmart Ecommerce →