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The best things in life, made easy.


Case Study: Gatsbi

A mobile assistant that makes hosting a dinner party easy!

(please play short video to see UX)




A qualitative research approach to discover unmet needs for the "Ideal Food Experience".


Research has shown stress around costs, skill, and planning for high experience food events.


Principle Investigator, Branding, Art Direction, Film Editing, UI/UX, Strategy, User testing.


Grace Woo - Gatsbi Co-founder, MIT PhD ('12) in Electrical Engineering and Computer Science.



We have tested the concept/app on over 60 paying customers and continue to design and refine the experience. We intend to build the new mobile app in using material design principles.



What is Gatsbi?

Gatsbi distributes the tasks of making a complicated meal to multiple guests though mobile technology.

(actual photo below from SF beta test)


How does it work?

Our tech plans and distributes the entire dinner party from groceries to cooking, so hosts (and guests) can just show up!


Comprehensive Research Plan:

Goal - What is the "Ideal Food Experience"?

Food is a trendy space and there are many offerings in what seems to be a crowded market. Are there new business opportunities we can find through research, testing, and a deeper understanding of the consumer?


Main Research Findings:

Three significant insights -

1. Insights around eating for UTILITY vs. EXPERIENCE.

2. THANKSGIVING as an untapped cultural longing.

3. Need to solve UX around four big pain points: COST, COMPLEXITY, DOUBT, and STRESS.


Defining Value:

Testing and refining the value prop with real users.


Design Execution:

Below are initial design documents.



Beta testing:

please visit if you would like to sign up to beta test.

(below are images of users at previous events)


Other Work: