Supportive micro-communities

for nutrition journey

Supportive micro-communities

for nutrition journey

kina.nutrition is an app that helps people who change their eating routines to find or create small, supportive groups to achieve the goal


I started a spontaneous project with the idea of creating a digital assistant that can help users to manage food-related daily routines more effectively. During the research discovered many very different user groups globally—each with specific goals and diverse contexts. And these findings led me to the key question: what can be designed for first version, primarily developed with the help of AI, that can potentially become a support for each of these groups?


1 billion

people globally live with obesity

50%

of adults lack basic nutrition literacy

15–20%

of people show addictive-like eating behavior

~75%

of adults don’t eat enough vegetables

To understand user problems and the market landscape, I conducted secondary research using AI tools to gather and analyze data.

To understand user problems and the market landscape, I conducted secondary research using AI tools to gather and analyze data.

research phase

The insight that shaped the whole product, was that across very different user groups and lifestyles globally, there was one frequent common problem — a lack of a supportive, relatable environment to maintain a lifestyle change.

The insight that shaped the whole product, was that across very different user groups and lifestyles globally, there was one frequent common problem — a lack of a supportive, relatable environment to maintain a lifestyle change.

Health & Wellness oriented

Lifestyle & Habit

Trend & Innovation-Driven

Life Stage & Demographic-Driven

Socio-Economic & Behavioral

user groups

For example:

  • People who pursue health goals with support are far more likely to succeed. In a weight-loss study, only 24% of participants who joined alone kept the weight off, compared with 66% of those who joined with friends and received social support.¹

  • Many people lack that support to begin with. About 1 in 6 people worldwide feel lonely, and rates are highest among young people and in lower-income countries.
    Sources:
    ¹ Wing, R. R., & Jeffery, R. W. (1999). Benefits of recruiting participants with friends and increasing social support for weight loss and maintenance. Journal of Consulting and Clinical Psychology, 67(1), 132–138.
    ² World Health Organization (2025). From loneliness to social connection: charting a path to healthier societies. Report of the WHO Commission on Social Connection.

I started designing solution with sketches, and lo-fi prototypes

to ideate lots of ideas, and then took few for the first version.

I started designing solution with sketches, and lo-fi prototypes

to ideate lots of ideas, and then took few for the first version.

  • different themes for communities, like vegetarian-focused groups or groups for mothers planning family meals—led by experts or experienced enthusiasts

  • different themes for communities, like vegetarian-focused groups or groups for mothers planning family meals—led by experts or experienced enthusiasts

  • detailed filtering to help users find the right group, from many various

  • detailed filtering to help users find the right group, from many various

  • AI guides users through the app and adapts to their goals

  • AI guides users through the app and adapts to their goals

  • inside communities - custom modules allowing creators to modify it for group-specific needs

  • inside communities - custom modules allowing creators to modify it for group-specific needs

<-

Set of new features

for fintech mobile app

MVP OF SERVICE TO FIND

AUTHENTIC TRIPS WORLDWIDE


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