In creating Feast, my role was more than overseeing design; it was like being an internal founder. I was involved from inception to launch, championing a Lean Startup approach to test, learn and adapt quickly. Securing buy-in from key stakeholders, including the CEO, CPO and Deputy Editor-in-Chief, was essential to unlock investment and keep the project moving. Feast was created to engage audiences beyond traditional journalism and generate a sustainable new revenue stream. Built on The Guardian’s trusted food journalism, the app helps people discover recipes, plan meals and find more joy in everyday cooking. Research into food habits and user needs shaped the product, while machine learning helped structure more than 40,000 recipes into a searchable, user-friendly database. Following a soft iOS launch, downloads passed 100,000, with 60% of free trial users converting to paid subscriptions. Tesco Finest joined as a sponsor, and Feast currently holds a 4.7-star App Store rating.
Discover
We conducted extensive, user-focused research through competitor analysis, surveys, and interviews to uncover key needs and food habits—particularly among vegetarian and vegan audiences. Our findings revealed challenges like choice paralysis and demand for family-friendly recipes, highlighting opportunities to simplify recipe discovery and create a personalised app experience that fosters sustainability and community sharing.
Define
We hosted a two-day sprint to unite cross-department teams, reviewing research and framing user problems. This collaborative effort led to innovative, user-centred ideas that address challenges like food waste, skill development, and personalisation, demonstrating our commitment to creating meaningful features based on thorough research and team input.
Develop
Navigating recipe discovery complexity was vital; the UX had to guide users through an extensive catalogue while personalising their experience. We simplified discovery with features like quick filters and meal-planning tools. Our design journey transitioned rapidly from vision to internal beta, balancing stakeholder demands with attention to detail and building a consistent design system.
Deliver
The Feast app was launched as a product that prioritises user needs, from recipe discovery to convenience and community-building. Since its launch, Feast has maintained strong user engagement with features that resonate with audiences seeking trusted recipes, sustainability, and connection. This project reinforced the importance of adaptability and collaboration. Building a product that spans content management, user experience, and personalisation is no small feat. In managing stakeholder expectations and user needs, I’ve seen the value of a lean, iterative approach that places the user front and centre, balancing innovation with practicality. Through this experience, we also established a repeatable approach to innovation via a playbook, setting a foundation for future user-driven projects.
Testimonials
"Tricky is a strong leader, fostering a collaborative and creative environment for the teams he manages. His ability to guide the team through challenges and keep the focus on delivering an exceptional user experience made all the difference."
Matt Ho, Product Manager
"To do this inside the Guardian was a remarkable accomplishment and not just because it was brought to market in less than a year. This work demonstrated Tricky's ability to drive innovation while ensuring the team was empowered to succeed under tight timelines."
Murray Sim, Service Design Lead
"As a leader, Tricky leads with heart and mind - he has a rare ability to galvanise a team and build a culture of creativity and excellence (I’ve seen him do this twice now)."
Rory Keddie, Innovation Lead
