Problem

How to design a digital experience that easily, fluidly and comprehensively meets the real needs of those who follow a vegan lifestyle?

In 2019 there were several apps dedicated to the vegan world, but none were truly multifunctional.

Users were forced to use multiple disconnected tools to manage the pantry, search for recipes, plan groceries or monitor the budget.

The interfaces were often complex, unintuitive and provided a bad user experience.

So the challenge was clear: solve the fragmentation of existing tools, close the functionality gap and offer a user experience truly designed to simplify the daily lives of those who choose veganism.

My Role

I was responsible for all phases of the design process, from competitor research and MVP definition to personas creation, customer journey mapping, survey execution, card sorting and usability testing.

I developed low-fidelity wireframes that encompass all user flows, which I validated with iterative testing.

This was the starting point for designing a user interface that balances aesthetics and usability.

Process

The solution was designed over 6 months through an in-depth analysis of competitors to identify opportunities for improvement and features to be integrated, accompanied by user-based research, interviews and testing sessions.

Survey Highlights (Data & Insights)

Sample overview:

• 55 users

• 18-55 age range

• Middle to high level of education

Shopping habits:

• 50% use shopping apps

• +60% prioritize cheaper supermarket products

• 40% consume items before expiration

Dietary preferences:

• 70% plan meals based on seasonal ingredients

• +40 support the idea of a vegan-oriented app

User Testing (Data & Key Findings)

Test overview:

• 5 users

• 25-55 age range

• 6 task per user

Results:

• 80% overall average success

• The feedback highlighted opportunities to optimize the interface, improve functionality and make interaction more intuitive and effective.

Solution

Vegeat is a multifunctional app designed to simplify vegan lifestyle management on mobile, tablet and webapp:

1. Onboarding with progressive overview of key features, user registration and a short tutorial.

2. Grocery makes it easy for people to create personalized shopping lists, while keeping their pantry organized efficiently and without waste.

3. Scanning QR codes, users can compare prices and products at various stores and get a budget forecast, automatically creating a “virtual receipt” to track spending.

4. Diet offers users the ability to create personalized meal plans based on the information they enter, optimizing their diet with recipes made using ingredients found in their pantry or suggested by an internal recipe book.

5. Map helps users find nearby vegan restaurants and stores, with user reviews to make it easier to choose the best places to eat or shop.

6. Forum is a community area where users can share recipes, discuss issues related to veganism and interact via direct messaging.