Venture Design · Product Strategy
Designing for behaviour change
at the moment food decisions are made.
From food tracking to better decisions
Optura started with a simple question: what if households could see what food they already have before it goes to waste?
Early exploration showed that visibility alone wasn't enough. The real challenge is helping people decide what to cook, use, save, or prioritize before food becomes waste.…
Across multiple iterations, Optura evolved from an inventory-tracking concept into a proactive decision-support system. By connecting food visibility with timely interventions, contextual recipe suggestions, and behavioural motivation, the product aims to make food-saving decisions easier to act on.
As the founder and venture designer, I've worked across research, product strategy, service design, prototyping, and business model development to bring this concept closer to real-world validation.
It begins at an ordinary decision moment: What should I make with what I already have?
Understanding how people manage food at home helped shape Optura's product strategy, behavioural interventions, and user experience.
Understanding everyday routines, frustrations, and motivations.
Observing behaviours, attitudes, and discussions in online communities.
Examining existing solutions and identifying market opportunities.
Mapping key moments, pain points, and opportunities across household food management.
Exploring food management habits, unmet needs, and adoption barriers through a quantitative survey.
The opportunity was not to track more.
It was to intervene at the right moment.
Food waste is shaped by an interconnected system of producers, retailers, households, and institutions. Optura focuses on a specific intervention point: helping households make better decisions after food has been purchased.
Optura identifies what's at risk and turns it into a timely, actionable food decision.
One continuous loop from what you buy to what you save.
01 / Capture
Snap your groceries or scan your receipt. Optura builds and organises your inventory automatically.
Turn your grocery receipt into a digital inventory in seconds.
Optura identifies products and quantities for you.
Each item gets an estimated consumption window automatically.
02 / Track
Optura keeps track of what you have, what to use first, and when, so nothing gets forgotten.
See what you have at home and how much is left.
Items are ranked by urgency, so you know what to use first.
Get notified before food is likely to go to waste.
03 / Act
Optura turns what needs attention into timely, personalised actions — helping you decide what to cook before food goes to waste.
Get recipe ideas based on what needs to be used first.
Recipes adapt to the ingredients already in your kitchen.
Get the right suggestion when an ingredient needs your attention.
04 / Reward
Turn food-saving actions into measurable impact, points, and real-world rewards.
Get rewarded for using food before it goes to waste.
Turn small, consistent actions into a lasting habit.
Redeem your points for offers from grocery and delivery partners.
Track the food, money, and CO₂ you save over time.
01 / Capture
Snap your groceries or scan your receipt. Optura builds and organises your inventory automatically.
Turn your grocery receipt into a digital inventory in seconds.
Optura identifies products and quantities for you.
Each item gets an estimated consumption window automatically.
02 / Track
Optura keeps track of what you have, what to use first, and when, so nothing gets forgotten.
See what you have at home and how much is left.
Items are ranked by urgency, so you know what to use first.
Get notified before food is likely to go to waste.
03 / Act
Optura turns what needs attention into timely, personalised actions — helping you decide what to cook before food goes to waste.
Get recipe ideas based on what needs to be used first.
Recipes adapt to the ingredients already in your kitchen.
Get the right suggestion when an ingredient needs your attention.
04 / Reward
Turn food-saving actions into measurable impact, points, and real-world rewards.
Get rewarded for using food before it goes to waste.
Turn small, consistent actions into a lasting habit.
Redeem your points for offers from grocery and delivery partners.
Track the food, money, and CO₂ you save over time.
From an early food-sharing concept to a functional MVP and a redesigned product experience, Optura has evolved through strategic pivots and continuous iteration.
Concept visual
