Feedle

Founding design services

Feedle is my own startup — a smart, personalised meal-planning app that helps people eat better with less effort.


Building it has been a chance to apply everything I offer through ProtoPilot:
the strategy, UX thinking, interaction design, visual systems, prototyping craft, and product execution needed to take an idea from 0→1.

The proposition

Feedle started with a simple vision: to free families from the daily burden of food — saving time, money, and reducing stress.

Managing food at home is overwhelming for most households, and the data shows it: wasted money, wasted food, and a rising dependence on “quick fixes” because planning is just too hard.

From the beginning, I knew Feedle couldn’t feel like another utility-driven meal-planning tool. I wanted it to be playful, characterful, and emotionally engaging — something that could turn a daily chore into something fun.

So I began where I begin with every ProtoPilot project: with the brand.

I designed the Feedles — expressive, quirky characters that define the tone, motion, and personality of the entire product. Inspired partly by Duolingo’s ability to gamify habit-building, and drawing on my earlier experience leading design at a games startup, the intention was clear:

make meal-planning feel like a light,
gamelike journey, not a task.

With the brand established, I used ProtoPilot’s story mapping to explore the full range of potential features, then carved out the core MVP — the smallest playable version of Feedle that still delivered meaningful value.

Design Execution

From there, I applied my full design toolkit:

In Figma

  • Created early UI storyboards

  • Defined the visual direction

  • Built the design system alongside the UI

  • Ensured every component tied back to brand, behaviour and emotion

In ProtoPie

  • Explored advanced interactions and game-like motion

  • Prototyped feedback loops, transitions, and emotional moments

  • Tested ideas rapidly before committing to code

  • Ensured the interactions expressed the brand narrative, not just functionality

Character & Motion

  • Designed and animated the Feedles using Lottie

  • Established key emotional moments in the experience

  • Planned a transition to Rive for future, richer animations

Prototyping the MVP

Most designers stop at handoff. ProtoPilot doesn’t.

I built Feedle’s MVP myself as a progressive web app, combining design-systems thinking with lightweight end-to-end development. The aim is to text idea quickly with users through real code prototypes

Vibe-coded the full MVP

Integrated AI API services

Added authentication and user roles

AI illustration generation

AI smart categorisation

AI recipe population from a photo

brand → story → structure → UX → UI → interaction → system → build.


Feedle is the clearest example of what ProtoPilot offers:

End-to-end product design and behaviour design grounded in brand, powered by craft, and validated through real execution.

And because I’m building Feedle myself, I understand exactly what founders face when turning an ambitious idea into a working 0→1 product.