food tracker

Turning a grocery shopping into healthy insights, one basket at a time.

food tracker

Turning a grocery shopping into healthy insights, one basket at a time.

food tracker

Turning a grocery shopping into healthy insights, one basket at a time.

Healthylife is part of Woolworths Group, bringing together pharmacy, telehealth and wellness into one expert-backed experience. Its mission is to make navigating health simple, so people can spend less time managing it and more time living it.

While the wider Contxtual team worked on the Healthylife website, Food Tracker was a standalone piece of that ecosystem, and the part I was involved in. It was built from scratch, with the idea of turning everyday Woolworths shopping into insight, helping people understand their food habits and make healthier choices. We worked closely with a nutritionist on Healthylife's team throughout, grounding every screen in the Australian Dietary Guidelines rather than guesswork.

My Role

Ideation
Experience Design
Visual Design

Team & duration

2 designers
2 months

when

2021


Methods

Feature prioritisation
Visual design

Deliverables

Hi-fi App Prototype
Data Visualisation
Responsive Webpage

Tools

Figma
Adobe Illustrator

Healthylife is part of Woolworths Group, bringing together pharmacy, telehealth and wellness into one expert-backed experience. Its mission is to make navigating health simple, so people can spend less time managing it and more time living it.

While the wider Contxtual team worked on the Healthylife website, Food Tracker was a standalone piece of that ecosystem, and the part I was involved in. It was built from scratch, with the idea of turning everyday Woolworths shopping into insight, helping people understand their food habits and make healthier choices. We worked closely with a nutritionist on Healthylife's team throughout, grounding every screen in the Australian Dietary Guidelines rather than guesswork.

My Role

Ideation
Experience Design
Visual Design

Team & duration

2 designers
2 months

when

2021


Methods

Feature prioritisation
Visual design

Deliverables

Hi-fi App Prototype
Data Visualisation
Responsive Webpage

Tools

Figma
Adobe Illustrator

Healthylife is part of Woolworths Group, bringing together pharmacy, telehealth and wellness into one expert-backed experience. Its mission is to make navigating health simple, so people can spend less time managing it and more time living it.

While the wider Contxtual team worked on the Healthylife website, Food Tracker was a standalone piece of that ecosystem, and the part I was involved in. It was built from scratch, with the idea of turning everyday Woolworths shopping into insight, helping people understand their food habits and make healthier choices. We worked closely with a nutritionist on Healthylife's team throughout, grounding every screen in the Australian Dietary Guidelines rather than guesswork.

My Role

Ideation
Experience Design
Visual Design

Team & duration

2 designers
2 months

when

2021


Methods

Feature prioritisation
Visual design

Deliverables

Hi-fi App Prototype
Data Visualisation
Responsive Webpage

Tools

Figma
Adobe Illustrator

Understanding the Challenge

Most food tracking apps ask people to manually log every meal, which is exactly why most people stop using them. Food Tracker had a different starting point: the data already existed, sitting inside every Woolworths shop. The challenge was translating that raw purchase history into something people would actually want to look at, and act on, without ever feeling like a lecture about what they'd bought. The tone needed to inform, not judge.

The MVP also had a clear boundary. Suggesting healthier product alternatives was part of the long-term vision, but not something we were designing for in this phase. The focus stayed on making the insight itself clear and personal, the "what" and "how much", before layering on the "what to buy instead".

KEY REQUIREMENTS

1

Make the data effortless

No manual entry. A user's shopping history, linked through their Everyday Rewards card, needed to do all the work.

2

Make the balance visible at a glance

The core idea, how a shop stacks up against the five food groups, needed to be understood in seconds, not paragraphs.

3

Make it personal to the household

Households shop differently to individuals. The tool needed to reflect who was actually being shopped for, not a generic target.

4

Make insight lead to action

A percentage on its own doesn't change behaviour. Users needed a clear next step, whether that was a healthier swap or simply what to prioritise next shop.

4

A platform that couldn't scale

The existing third-party app couldn't support Evie's upcoming product launches: memberships, fleet accounts, subscriptions, Tap & Go, and multi-user accounts.

Your shop overall

The first view a user sees is the simplest one: a single split between main food groups and sometimes foods, with the household set up right above it. It's designed to answer the one question people actually have first, "how did I do?", before anything more detailed.

Your shop overall

The first view a user sees is the simplest one: a single split between main food groups and sometimes foods, with the household set up right above it. It's designed to answer the one question people actually have first, "how did I do?", before anything more detailed.

Balance of your shop

Once someone wants to go deeper, the pie chart breaks the shop down across the five food groups, vegetables and legumes, fruit, dairy and alternatives, meat and alternatives, and grains, each shown against the household's recommended serves. It's the centrepiece of the tool, designed to be read as a shape, not a spreadsheet.

Balance of your shop

Once someone wants to go deeper, the pie chart breaks the shop down across the five food groups, vegetables and legumes, fruit, dairy and alternatives, meat and alternatives, and grains, each shown against the household's recommended serves. It's the centrepiece of the tool, designed to be read as a shape, not a spreadsheet.

Serves remaining, over time

Behaviour change needs a runway, not just a report card. The weekly bar chart shows how many serves are still needed across each food group before the week is out, giving people something actionable rather than just a retrospective score.

Serves remaining, over time

Behaviour change needs a runway, not just a report card. The weekly bar chart shows how many serves are still needed across each food group before the week is out, giving people something actionable rather than just a retrospective score.

Food group detail

Each food group opens into its own screen, showing progress against that group's target alongside plain-language nutrition guidance. This is where the nutritionist's input mattered most, making sure the advice felt credible and Australian-specific, not generic wellness copy.

Food group detail

Each food group opens into its own screen, showing progress against that group's target alongside plain-language nutrition guidance. This is where the nutritionist's input mattered most, making sure the advice felt credible and Australian-specific, not generic wellness copy.

A visual language of its own.

Every food group needed its own icon, distinct enough to scan instantly, but part of one consistent family. I designed the full icon set alongside the data visualisation, so the whole experience, from chart to badge to detail screen, felt like one considered system rather than a collection of separate parts.


A visual language of its own.

Every food group needed its own icon, distinct enough to scan instantly, but part of one consistent family. I designed the full icon set alongside the data visualisation, so the whole experience, from chart to badge to detail screen, felt like one considered system rather than a collection of separate parts.


Summary

Food Tracker turned an everyday Woolworths shop into something people could actually learn from, without asking them to change how they shop. Built from scratch and shaped closely with Healthylife's nutrition team, it paired clear data visualisation with a considered visual system to make healthy eating feel like a series of small, achievable choices rather than a chore.

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