How Design Thinking can re-invent diet starting from your loyalty card

A revolutionary service which helps people improving their eating habits almost effortlessly, thanks to the power of big data, under a clear privacy statement.

Unhealthy diets are linked to four of the worlds top 10 risk factors causing death; arterial hypertension, high blood glucose, overweight, obesity and high cholesterol.

This sentence guided me and some fellow University mate developing a design proposal to address this issue. This lead us to ideate a service with a great value proposition, and an exciting launch video I made:

Research findings:

The concept

The value proposition

The privacy statement was direct and clear: the system aggregates anonymous information from customers, as well as suggestions from supermarkets and from healthy food suppliers. The information is integrated and combined without sharing them with third party subjects.

About me

I'm Federico Bombelli, an European designer living in Milan, Italy. Currently I'm working as UX/Strategic designer and Wordpress developer at Reputation Manager.

I like to challenge complexity through experience driven design thinking, creating authentic experiences and meaningful relationship across people.

I'm really interested in personal and employer branding as well as in show design, broadcast and entertainment technologies (sound, video, lights)

I enjoy listening to opera and jazz music, driving my 1970 VW Beetle and my 1980 Suzuki motorbike through the most beautiful nation in the world (Italy) and immerse myself in well-told stories, including fiction books, films and songs.

When I grow up, I want to be like Rocco Tanica

Academical background

Master’s Degree in Product Service System Design, Politecnico di Milano. Program held in English.
Exchange in Industrial and Strategic Design, Aalto University - School of Arts and Design, Helsinki.

Bachelor’s Degree in Communication Design, Politecnico di Milano.
Erasmus in Integrated Design, Köln International School of Design, Cologne

Master of European Design alumnus. Learn more

About this website

Thank you for visiting my website.

You can reach me sending an email to:
mail [A T] wilmo [D O T] it

This website was heavily inspired by Frank Chimero's previous ones,
by the awesome work of Rasmus Andersson and by a lovely gallery of brutalist websites.


Federico Bombelli Wilmo UX Designer