Tilt
Description:-
Tilt is a company that makes and distributes vegetarian finger-food. Their main product is made with fresh ingredients and served in 5-star restaurants across the nation. Their target audience is parents. They want to convey a sense of excitement, while at the same time being down-to-earth.
The Challenge
Connecting with "Elena"—a busy, health-conscious parent who is skeptical of processed food. The brand needed to prove its "5-star quality" immediately while overcoming the stigma that frozen snacks are unhealthy or "lazy."
The Solution
I designed a user-centric interface specifically to ease Elena’s "ingredient anxiety."
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Visual Transparency: I utilized "deconstructed" photography (showing raw veggies next to the final bite) to instantly validate freshness without making her hunt for labels.
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Cognitive Ease: Recognizing her busy schedule, I adopted a minimal, spacious layout that reduces mental clutter, allowing her to validate the product and reach the catalogue in seconds.
USER PERSONA
Elena
Working Mom & Household Manager
Elena is juggling a part-time marketing consultancy career from home while managing the family schedule. She researches every product before buying, prioritizing clean ingredients and proven quality, but she is desperately short on time. She views food as both a source of nutrition and a way to avoid daily mealtime conflicts.
I want to feed my kids like a nutritionist, but I only have time to feed them like a busy mom. I need a win, not a compromise.
Demographics
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Age - 38
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Occupation- Part-time Marketing Consultant (works from home)
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Family Status - Married, two children (Ages 5 and 7)
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Income - Upper-middle class (Prioritizes quality over lowest price)
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Lives In - Suburban area with access to local markets and healthy food stores.
Devices
for quick scheduling and purchasing
for detailed ingredient research
Traits
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Health-Savvy + Practical
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Quality-Focused + Busy
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Empathetic + Impatient (when hungry kids are involved)
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Responsible Buyer + Aspirational
Needs
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Quick, healthy meals
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Proven freshness & quality
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Zero fuss, kid-approved taste
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Mess-free, convenient finger food
SAYS
THINKS
"If I can't pronounce the ingredient, it doesn't go into their lunchbox."
"Why do they always make 'healthy' food look so bland?"
"I just need a weeknight win where nobody complains about the vegetables."
"If this product is good enough for a 5-star chef, it's good enough for my family."
"If I can't pronounce the ingredient, it doesn't go into their lunchbox."
"I'm willing to pay a little extra for quality, as long as it saves me time."
"Annoyed by misleading labels ("natural" but full of sugar)."
"Frustrated when website checkout processes are complicated or confusing."
FEELS
DOES
"Stressed by the daily battle to pack a nutritious, kid-friendly lunch."
"Saves recipes and lunch ideas on Pinterest."
"Checks social media for genuine parent testimonials before purchase."
"Buys in bulk or subscribes when she finds a reliable, high-quality product."
Grid Spacing
Grid Spacing
" A Design Structure that arranges elements neatly creating balanve and clarity on the screen."
Margin : 60px
Column: 12
Gutter : 20px
Colour & Typography
" A Design element used to convey emotions, create contrast, and enhance user experience through visual hierarchy ".
Primary Text - Nunito
Secondary Text - Poppins
Aa
Light
Regular
Medium
Semi Bold
Bold
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh Ii Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
1 2 3 4 5 6 7 8 9 0
" Nunito is a well balanced sans serif typeface superfamily, with 2 versions: The project began with Nunito, created by Vernon Adams as a rounded terminal sans serif for display typography. "
Aa
Light
Regular
Medium
Semi Bold
Bold
Aa, Bb, Cc, Dd, Ee, Ff, Gg, Hh Ii Jj, Kk, Ll, Mm, Nn, Oo, Pp, Qq, Rr, Ss, Tt, Uu, Vv, Ww, Xx, Yy, Zz
1 2 3 4 5 6 7 8 9 0
" Geometric sans serif typefaces have always been popular, and with support for both the Devanagari and Latin writing systems, Poppins is an internationalist addition to the genre. "
Primary Colour
#4CAF50
Secondary Colour 2
#FFFFFF
Secondary Colour 1
#000000
Body Text Colour
#837E7E
Icons Used
Web View/ Homepage
