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Munchies Mood is a personalized food experience to help you become more aware of your inner emotions and body.

Munchies Mood

Business Landscape


Where would be the opportunity space?

Copy of Munchies Mood 2022 (1)-01.png

 Munchies Recipe Channel

There is a expectation gap between the audience while using the recipe channel, which we see as an opportunity to explore.

Some of the issues raised by the audience & analyzed are as follows:

  1. The lack of categorization of food types in the content results in a sense of overwhelm and a loss of interest while browsing.

  2. Without differentiated style and content to demonstrate the unique qualities of Munchies.

  3. Insufficient user experience in the design of the content pages may cause the audience to disengage.

Understanding VICE's Target Audience: GEN Z

Tapping into Youths Needs


Ecosystem Map

we conducted a workshop session connecting the dots by understanding the relationship between user’s need and social trend, which is essential to business design strategies, given the stakes for customers, employees and corporations.

Primary Research

Secondary Research


Using our research and understanding of who gen Z are, we developed 3 personas. By identifying each of their daily activities, challenges they face, and finally their pain points, we were able to understand their needs.

Journey Map

In order to create a story of the daily life of a Gen Z girl, we created a journey map. By viewing her everyday life, we were able to understand her needs and challenges. This method identifies user needs, obstacles, and opportunities in a structured way, which ultimately assists us for finding the point of intervention.


Let's connect the dots

Research Findings

Gen Z is facing chronic stress
Influenced by many changes and situations in the world, it is shown that 91% of Gen Z has experienced emotional symptoms. Being depressed, anxious, and insecure are feelings that they feel familiar. Based on that, Gen Z is prioritizing well-being and balanced life more than the other previous generations.

Users’ needs:

Mediation in mental health


A medium to look inward

Youths are in need of a place to look inward for personal growth. While we are living in a fast-paced society, the awareness of your current situation would serve as a catalyst for taking action in dealing with personal mental health. 


A channel to express themselves

Communicating how you feel can help you stay aware of your feelings. Cooking could become a way for us to slow down and connect with ourselves. In addition, it can help you release any tension you might be carrying around.


A place to connect with others

The youths are facing a complex problem and by sharing both of their struggles and learnings can help to give a sense of belonging. A validation that they're not alone and there is always a hope.


Why should Munchies leverage mental health in its business?

VICE's Opportunity


The Strategy

Munchies Mood

To redesign Munchies recipe page, we'll have Munchies Mood, a virtual experience that gives users personalized & curated content. It helps them look inward and connect with like-minded people. 

(Low-fi prototype in demostration of the idea)

How to implement?

This website redesign includes three major features: a quiz section, a food library section, and a space section (for sharing your own recipe). The following charts explain how each section will be implemented.

Business Landscape
Competitive Advantages
Munchies Mood is a new innovation designed to differentiate Munchies food channel from a better user experience to a top-of-mind experience. There is no competitor in the media industry that offers a similar approach as Munchies and a way to refresh people's minds on how to find a recipe channel. Hence, this is an opportunity to reposition Munchies in the food media industry by offering people something new.
Gen Z as the Target Market

1. In today's society, taking quizzes is a big trend among Gen Z. Because of the spotlight effect in psychology, people pay the most attention to themselves, so taking a quiz is exactly a way that helps individuals learn about themselves and others.

2. Taking quizzes is not just entertaining for the younger consumers, it is also one of the best ways to reach them. An online quiz enables the company to provide the users with a customized recipe and make them feel special, which makes it a truly unique experience for them.

 Company’s Resource

1. Since Munchies already have an abundance of recipes in articles and videos, these can be leveraged and used as support resources when constructing Munchies Mood.


2. As a result of VICE's brand values and mission to dedicate itself to the arts and culture, Munchies Mood serves as a vehicle for exploring food and recipe pairings in an artistic, creative, and unconventional way.

Project Roadmap
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