Spread is an early-stage food startup delivering fresh produce directly from Australian farmers to consumers. By cutting out unnecessary middlemen, the business shortens the supply chain and prioritises freshness, transparency, and support for local growers over the traditional supermarket model.
As part of its early growth efforts, an interactive questionnaire was designed to drive traffic to the Spread website and increase brand engagement by helping users explore their food preferences and values.
SPREAD
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Sole Product Designer
Context
As an early-stage food startup, Spread needed a way to attract new users and build early brand awareness without relying solely on paid marketing. The existing website did not give first-time visitors a clear reason to engage or explore the brand, resulting in limited interaction and low intent traffic.
Product Goal
Drive brand traffic and engagement through a shareable interactive quiz that recommends new foods based on users lifestyle habits, food foundation, current palate creating a fun, memorable experience that encourages social sharing and word-of-mouth, which further reinforces brand engagement and traffic
Essentially this quiz is a marketing tool.
User Problem
Users who care about sourcing food directly from farmers had no clear reason to engage with the brand and felt overwhelmed when choosing what foods to try.
With no guidance or starting point, users lacked confidence in their choices, resulting in low engagement and minimal exploration.
Hypothesis
Guided interaction would reduce friction and increase intent
Scope Owned
Collaborated with the founder on quiz strategy, flows, and content direction
Co-owned flow structure, logic, and interaction design
Co-created and shaped “food archetypes” and content asked within questions
Designed and prototyped the quiz in Figma
Aligned with devs for handoff
Key Decisions
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#1
Reduced the quiz from 20 - 25 questions to ~ 10 questions
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#2
We also aimed to keep the quiz between 5-7 minutes
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#3
Created a rubric based off food foundation, palate & personality type as the primary input instead of asking users to choose specific foods
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Why
To simplify the quiz, reduce cognitive load, prevent decision fatigue and keep users engaged.
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Why
Shorter completion time improves the likelihood of finishing the quiz, lowering abandonment rates.
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Why
Focusing on underlying preferences rather than specific foods allows for more accurate, personalised recommendations while keeping the quiz intuitive.
Final Prototype
Final Prototype
Spread is an early-stage food startup delivering fresh produce directly from Australian farmers to consumers. By cutting out unnecessary middlemen, the business shortens the supply chain and prioritises freshness, transparency, and support for local growers over the traditional supermarket model.
As part of its early growth efforts, an interactive questionnaire was designed to drive traffic to the Spread website and increase brand engagement by helping users explore their food preferences and values.