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.

Interfaces were often complex, unintuitive, and with a poor 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.

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 allows users to create customized shopping lists, organizing their pantry 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 allows users to create customized food plans based on user input, optimizing the diet with recipes created from the existing pantry or suggested from an internal cookbook.

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 private messaging.

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.

My Role

I was responsible for all phases of the design process, from competitor research and defining the MVP to developing personas, customer journey, conducting surveys, card sorting and testing.

I developed low-fidelity wireframes encompassing all user flows, which I validated through iterative testing.

This laid the foundation for designing a user interface that balances aesthetics and usability.

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

• Feedback highlighted opportunities to optimize the interface, enhance functionality, and make interaction more intuitive and effective.