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EthnoCAL

Making food logging work for the meals I grew up eating.

Every food tracker I tried managed to turn my dinner into something else. Lentejas con arroz became lentil soup. Ají de gallina became chicken stew.

The EthnoCAL homepage: “Tell Eth what you ate. That’s the whole job.” beside a sample conversation logging lentejas con arroz

Before I could log a meal, I had to translate it into something the app understood. Eventually, I stopped bothering.

So I built EthnoCAL, a food log you use by chatting with Eth. You describe what you ate in English or Spanish, and Eth returns a card with a calorie estimate, portion, and any assumptions it made.

The idea was simple: make logging feel like a conversation, not another task.

ethnocal.com
Role
Product designer, builder, first customer
Timeline
September - October 2026
Models
Claude (development and conversational interpretation)
Status
Live, guest-first, English and Spanish

01 / ORIGIN

Starting with how people actually eat

Every food tracker I tried seemed to misunderstand the meals I grew up eating. Lentejas con arroz became lentil soup. Ají de gallina became chicken stew.

Before I could log dinner, I had to translate it into something the app understood.

I wanted a food tracker that recognized meals the way people actually eat them, not just as a collection of ingredients. That’s where EthnoCAL started.

02 / EXPERIENCE

Making logging feel like a conversation

The first version of EthnoCAL was a photo-first tracker, much like other nutrition apps. It worked, but I wasn’t convinced it was the right experience.

So I built a chat-first version alongside it. Eventually, I chose the conversation.

Instead of navigating forms, you tell Eth what you ate in English or Spanish. It creates a meal card with a calorie estimate, portion, and any assumptions it made.

I wanted logging to feel more like telling someone about dinner than filling out a form.

03 / DECISIONS

Knowing when AI should stay out of the way

One of the biggest decisions was figuring out what AI should actually handle.

EthnoCAL uses a catalog for familiar dishes, with Claude interpreting less predictable conversations. The catalog, not the model, determines nutritional estimates.

Testing also exposed another problem. A phrase like me corté abriendo una lata (I cut myself opening a can) could trigger an inappropriate crisis response.

I tested hundreds of sentences, refined the safety checks, and kept sensitive responses predefined rather than generated by the model.

The goal was to make AI useful without trusting it to make every decision.

EthnoCAL is live, with a catalog of 409 dishes, bilingual conversations, and an experience built around making food logging easier and more familiar.

The next question is whether that experience helps people develop the habit of logging consistently over time.

From idea to production, with AI as a collaborator.

Glossy black robot character with glowing eyes

Discover

Understand the problem

  1. Step 1: Frame the idea

    Problem, audience, desired outcome

  2. Step 2: Explore together

    Questions, alternatives, tradeoffs

  3. Step 3: Validate assumptions

    Research, feasibility, evidence (AI research - I decide)

Define

Set the direction

  1. Step 4: Define the product

    Requirements and success criteria

  2. Step 5: Plan the work

    Milestones, tasks, acceptance tests. AI drafts

  3. Step 6: Approve the plan

    I revise scope before work begins. My approval.

Deliver

Build, verify, release

  1. Step 7: Build + review loop

    Implement, agent audit, fix, recheck (AI and agents)

  2. Step 8: Connect + test

    Services, env setup, staging QA

  3. Step 9: Ship + learn

    I approve release; we iterate. My approval

I use AI throughout the product development process, from exploring an idea and challenging assumptions to defining requirements, building, and reviewing the implementation.

But I don’t want a model that simply agrees with me. I expect it to question decisions, identify tradeoffs, and provide evidence that the work actually functions.

I review the plan, direct the experience, and use independent agents to help verify the implementation. Before release, I test the product and make the final call.

AI makes it possible to move much faster. My responsibility is making sure we’re moving in the right direction.