Transforming the food advertising
A globally recognised legaltech concept
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Industry
LEGALTECH
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Service
PRODUCT DESIGN
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Team Setup
ME + UX DESIGNER + LAWYER + DEV TEAM + BUSINESS ANALYST
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Timeline
4 month
The context
The maze of food advertising
“Help your brain with Red Bull energy drink!” is an example of a health claim—a statement that links a food or one of its components to a health benefit. These claims are at the core of food advertising.
The regulation of such claims is extremely strict, and navigating the maze of “authorized”, “non-authorized”, and “on-hold” claims can be daunting.
Even for legal professionals, ensuring compliance can feel like sitting in a cockpit. As a result, many companies fail to meet the requirements and face significant fines.
You’ve got the car, you’ve got the speed.
But without a bridge, you won’t succeed.
No matter how fast you push or glide,
On water, the goods won’t ride.
You can rev the engine, make it roar,
But without that bridge, you’ll sink for sure.
The context
Bringing an idea into life
The Global Legal Hackathon, the world’s largest legal hackathon is organized with the sponsorship of Wolters Kluwer, a global information services company. The goal of the event is to identify innovative, future-proof product concepts with the potential to revolutionize traditional legal practices.
In 2020, I saw this as the perfect opportunity to tackle a problem I was passionate about: transforming food advertising. I brought together a diverse team of professionals (designers, developers, a lawyer, and a business analyst) called the Food Fighters to create a solution based on my legal expertise in health claim communication.
My biggest challenge was bridging disciplines by simplifying the complex core problem so our developers could understand the data sources and assess feasibility. Without that, success wouldn't have been possible.
For success in a diverse team, you must be able to drop the legal jargon
My contribution
Preparing for the market
Our team developed a product concept called Claimables. This software tool was supposed to help businesses determine which health claims are legally permissible, thereby reducing the risk of regulatory fines.
The concept was backed by thorough market analysis and a detailed business plan, covering strategies for market entry, pricing, and more.
This strategic approach ensured that Claimables addressed a critical market need, providing businesses with a reliable solution to navigate the complexities of health claim regulations.
To learn more about the concept and strategy, watch the video below.
My contribution
Taking the idea to global level
With my concept and leadership, we won the national round of the 2020 hackathon, which advanced us to the global round. In the global round, we were selected as one of the top 6 ideas worldwide.
There was interest from a law firm to purchase the product, but taking it to a sellable MVP would have required full dedication due to the expertise I had at the time. This also would have required the commitment of our existing team.
However, given the economic situation and the challenges posed by the COVID-19 pandemic, we were not in a position to pursue entrepreneurship at that moment and instead opted for a more stable opportunity.
