Vegan Way
MY ROLE
- Sole UX/UI Designer – Personal Project
- Product concept and problem definition
- UX research and user journey mapping
- Information architecture and feature definition
- Wireframing and interactive prototyping
- High-fidelity UI design for mobile
- Usability testing and iterative improvements
PROJECT DURATION
- 4 Months
- May - August, 2025
PROJECT TYPE
- Personal Project
More people have been leaning toward plant-based foods mostly for the healthier options they provide, environmental sustainability they afford and general wellbeing. While there has been a huge surge in the number of people transitioning to Vegan lifestyles, there has not been a corresponding guide or mapped out path to follow as to the various choices, options and full capabilities of Vegan diets.
The application developed in this project, “VeganWay” presents exciting Vegan menus with preparation guidelines, nutrition facts for each suggested meal, plus exciting combos. “VeganWay” also provides Vegan Restaurant options, Food based reviews and map guides to the best Vegan stores. Featured in this application are Vegan diet suggestions and tips from experienced and practicing vegans. As the sole UX|UI Designer, I created and designed this project from inception to final design.
Tools used: Figma, Miro, Balsamiq, Paper and Pen, Adobe After Effects, MokUp Frames, UsabilityHub and Maze for Usability Testing.
My Role: User interviews, UX Research, User journey mapping, Wireframing, Prototyping, UI
OVERVIEW
PRODUCT preview
FINAL SOLUTION
To begin, I followed the design thinking process (Empathize, Define, Ideate,Prototype, Test) to formulate and map out the Project Scope and Design Process, this was not a linear process but iterative and I had to go back to steps severally to make refinements and incorporate feedback:
The Process
1
DISCOVERY AND RESEARCH
Surveys
User Interviews
Literature Research
Competitive Research
Persona Creation
Problem Statement
key metrics
1
Business opportunity
2
IDEATION AND TESTING
Feature brainstorming
Synthesizing insights
product features
Information architecture
User Flow
Sketches
paper wireframes
mid/High Fidelity wireframes
Usability/User Testing
feedback Incorporation
Iterative testing
3
FINAL UI DESIGN
Style guide
pattern library
A/B testing
Key features
design system
Development Considerations
4
RETROSPECTIVE
Challenges
Takeaways
what can be improved
I conducted surveys and Remote moderated interviews with some users that mirrored the target audience I sought to capture.
I made sure to recruit users that reflected everyday people from different age groups (students, singles, parents, already practising vegans) and also people who are actively trying to eat healthier.
The intent was to broaden the scope, get wider views and opinions on veganism and the top issues faced by already (or prospective) vegans and better understand how to form solutions centred on these pain points and identified gap areas.
Total interviews: 5 (3 students; 2 where already practicing Vegans and 1 was interested in making the transition to Veganism, 1 mother and 1 developer).
Total surveys: 42 Respondents
The research was divided into two parts: Primary & Secondary Research.
In my first steps, I tried to understand peoples general feelings towards veganism (practising and non practising Vegans), opportunity areas, market size and gaps that exist in already existing Vegan solutions and applications.
To truly capture these vital metrics and factors, it was necessary to conduct some detailed research.
Primary Research: Surveys and Interviews
User research
Discovery and research
Key Insights
Research 1: BBC Survey(2020):
Veganism has boomed over the years, a survey by bbc news in 2020 shows the top
reasons people gave for switching to plant-based diets or eating less meat:
Secondary research: White paper research and Competitor analysis
People interested in cutting down meat consumption
Non-meat eaters
0
Health
Weight management
Animal welfare
Environment
Concerns over antibiotics
Taste
10
20
30
40
50
60
(BBC news survey, 2020)
Research 2: Vegan food producer, Veganz:
in one study, analysed the dietary habits of 8,600 people in seven European countries, and in another study found that Germany has the most vegans, with the number having doubled from 1.3 million in 2016 to 2.6 million in 2020 — a total of 3.2 percent of the population.
In “Dietary intakes and lifestyle factors of a vegan population in Germany: Results from the German Vegan Study,” when asked why they became vegan:
Ethical Reasons (41.6%)
Health Reasons (48.7%)
Environment Reasons (9.7%)
study 1
study 2
Health concerns
41%
Environment concerns
19%
Personal taste
35%
Research 3 & 4: Veganuary and Google search data:
Google search data was analysed for the top 15 most populous countries for veganism and Monthly number of Vegan-related searches:
Veganuary documents responses from 10,257 participants on vegan food consumption since covid-19:
(source: Analysis of Google Adwords Data by Chef’s Pencil)
(source: Responses from 10,257 former veganuary participants)
Jan-2018
Jan-2019
Jan-2020
Jan-2021
13,278,000
16,478,000
17,329,000
25,583,000
61%
7%
32%
I am eating less vegan food
I am eating more vegan food
No change
All these studies point to a huge market and business opportunity that exists in the field of veganism
I researched on existing vegan products, the aim was to discover a unique niche for VeganWay and to pull out useful learnings that could help build an even better product:
Competitor research
DESCRIPTION
STRENGTHS
TYPE
WEAKNESSES
PRODUCT
VeganFriendly is a mobile app that
provides its users with an amazing list of the best vegan-friendly restaurants around them, customer reviews and meal photos for each restaurant
- detailed list of Best Vegan-friendly restaurants around selected locations/distance
- customer reviews
- Provides meal photos for each restaurant
Direct Competitor
- Difficult to change location within the app
- No free version and quite expensive to use without a paid subscription
- only gives recommendations for vegan restaurants
- unfriendly interface(difficult to navigate the search function for example returns confusing results)
HappyCow is an online service that saves you the trouble of scrolling through endless restaurant menus and also helps you find restaurants near you. It is especially helpful and comes handy for daily health tips and inspirations.
- 21 years of leading experience and over 50 million positive reviews
- HappyCow is a trendsetter and a ‘go to’ popular option for vegetarians
- restaurant recommendations
- vegan recipes
Direct Competitor
- Provides vegan recipes but fails to give a detailed nutritional breakdown which is essential
- No preparation guide
- Filter function on the interface has received very low reviews; users complain on inability to filter by price, and other such important metrics
- no help/alternative names in the search
Veganized
Easy cookbook, plan meals, follow nutrients intake. Your complete cookbook which will help you track and understand your nutrient intake every day. Grocery shopping made easy for vegans. Plan your meals and create shopping lists
- Lots of (wide range) follow along Vegan Recipes
- Provides a grocery shopping list for users
- platform to share knowledge
- Nutritional facts
Direct Competitor
- Provides nutritional facts that are unbased and incomplete, leaves users confused
- No feature to specify number of servings (which even makes it harder for users to believe the nutritional breakdown is accurate)
- hard to comprehend instructions(while some recipes are clear, some have extremely confusing wording and this has been noted by customers in the app reviews
Vegan Friendly
Isaac Appiah, Developer (32)
Pain points
Goals
Motivations
“ I’ve gained so much unhealthy weight working from home since Covid, I love meat and am not ashamed to say it, but today I am willing to do anything (and by anything I mean give up meat too) to lose this unhealthy weight, I’ve learnt going vegan is the way, please help!”
- Has gained so much unhealthy weight
since covid
- He is a developer and barely has time for
long drawn out cooking
- He spends the better part of his days sitted
infront of his computer screen
- get back to his original weight 2 years ago
before Covid started
- make low-calorie vegan meals in quick or limited time
- maintain a healthy eating lifesytle
- Isaac dreams of getting back in shape like he used to be
- He wants to live a long healthy life and is convinced this can only be achieved by making some changes in his current eating lifestyle and habits
- trying out new vegan delicacies
Ayesha Kumar, Student (24)
Pain points
Goals
Motivations
“ I’ve always had to live with unhealthy and rough skin, I recently visited a dermatologist and was adviced among other
things to slow down or reduce my meat and animal based diet intake. I want to make the switch slowly so am looking
for some guide on vegan meals to boost skin health ”
- Ayesha has lived with unhealthy skin for too long
- She wants to start looking good and feel comfortable in her own skin
- She loves home made meals but doesn’t always have time to cook
- would love to eat out in vegan restaurants sometimes
- get quick and easy guides on how to prepare home made vegan meals targeted at skin and general health
- find vegan restaurants near her for times when she has no time to cook
- Have access to vegan varieties so she doesn’t miss her old diet too much
- Ayesha dreams of having “the perfect healthy skin” and is convinced reducing animal based meals will help her achieve this, her dermatologist says so too
- She likes to feel good in her own skin on a daily basis
- she admires people with healthy skin
Dyah Tabuni, Mother (43)
Pain points
Goals
Motivations
“ I recently attended a climate change summit and learnt I have been ‘killing the planet’ through meat consumption, this was saddening to me, I love the environment, I would love to play my role in preserving the world for my children and their children after that, I know I can’t ‘save the planet’ alone but my family and I have made the decision to go meatless”
- She loves the planet and is saddened to learn she is “killing” it gradually by consuming meat and animal based products
- She loves her kids and cannot imagine them living in a ruined planet because of her consumption choices
- She need guides to vegan full course meals
- learn and discover full course family vegan meals (appetizers, main dishes, desserts, and varieties)
- discover vegan snacks and drinks for kids
- learn plant based meals for her kids and entire family
- Dyah dreams of a clean, healthy and thriving planet now and in the future
- She loves her kids and family more than anything in the world and wants to do right by them and for them
- trying out new vegan delicacies and full course vegan meals
As a(an)
I need to...
So that...
Lover of healthy and perfect skin
Mom and nature lover
Aspiring weight losser
Have access to vegan varieties, stores
and plant-based recipes
Learn the various substitutes for meat and
animal-based meals for me and my kids
Find plant-based substitute meals that are as
delicious as the meat-based meals I am used
to and love
I can improve my skin glow and get the
healthy looking skin I crave
I can contribute my part in keeping the
planet safe for my kids and the next
generation after them
I can lose some weight and regain my
fitness
Ideas (solutions) generation:
Seeking Solutions: Ideation Phase
Ideas (solutions) grouping and categorisation:
Ideas (solutions) prioritisation and selection
Feature prioritization considerations:
- best fulfills and meets the user needs captured for all user segments from research
- Impact and Effort (estimated time and technical costs) to develop each proposed feature
VeganWay features that stand out from competitor brands:
Competitive Advantage
Features
VeganFriendly
HappyCow
Veganized
VeganWay
Vegan restaurant options with
location guide
Vegan weight loss plan
Vegan socials(community)
Vegan plans to support healthy
skin
Preparation guidelines and nutri-
tional breakdown/facts for recipes
Offer flexibility and replacement
or substitute for ingredients
Grocery shopping list for users
Customized filter feature for vegan
meal categories
Free and paid monthly subscription plans:
Proposed Business Model
Vegan classics
Key features:
Weight loss recipes
Healthy skin recipes
Vegan Quickies
80% vegan plan
Vegan starter plan
Free plan
$0/month
Premium plan
everything in free plus
$1.99/month
Asian cuisine
Italian cuisine
African cuisine
Soy-free vegan meals
Vegan snacks
Vegan community
Vegan Videos
Key features:
Information Architecture:
Interaction Design
Entry Point/App download step
Splash screen
Sign in
Create account
Onboarding
Home screen
Hamburger menu
Home
Recent searches
Home
Shopping list
Favourites
Vegan community
Suggested searches
Category
Cooking method
Cuisine
Diet
Speed
Vegan classics
Weight loss
Healthy skin
Quickies
80% vegan
Asian
Italian
African
Soy-free
vegan starter
Vegan restaurants
Recipes
My account
Settings
Help center
Log out
Popular recipes
Appetizers
main dishes
Dinner
Breakfast + brunch
Lunch
Dinner
Snacks
Search and Filter features
Bottom navigation
Vegan categories
Skip step
Getting started and authentication screens:
Medium fidelity designs
Home, launch recipes, selected main dish details, full nutrition breakdown and hamburger menu screens:
Favorites (recipes, restaurants, vegan community), shopping list, restaurants, vegan community screens:
Global search, empty state for search results, filter, allow access to location features:
Testing Platform used: After developing the Mid-fidelity prototype, I tested out some functionalities of Core features on Maze:
Total Participants: 5 (included the initial users I interviewed during the research phase that formed the 3 user archetypes for this product). I picked only 5 because if I conduct the tests to a larger number of users, the insights that I gain tend to repeat between users.
Initial Usability Testing
Type: I combined the Remote Moderated and Unmoderated Usability testing methods because I wanted participants to interact with the interface by themselves with no help and in their own natural environment and draw some quantitative data but also get some qualitative feedback based on behavioural and emotional reactions when navigating the VeganWay app.
Task Scope: Choosing any main dish from the Vegan Lunch recipes section and plan
Test Goals:
- Discover where prototype meets users’ expectations and where it falls short.
- Identify any problems (navigational, structural) with the product and design.
- Uncover opportunities to improve the experience for our users.
- Learn about user preferences and behaviour.
Why medium fidelity prototypes?
I conducted this test with mid-fidelity wireframes to focus users attention on navigational and structural components and remove distraction of colours, images and other visual design elements.
Fictitious Test Scenario: “ It”s 1:30pm and You are unsure what to make for your family, you have just installed the VeganWay app and You seek to find a main dish for lunch, You have a specific main dish in mind so You are totally open to options, You open the VeganWay app and try to navigate the main dishes for lunch”.
Task 1: What do you see on the home screen and what do you understand about the information on this screen?
Task 2: How do you proceed with your goal of exploring Vegan lunch recipes from this page?
Task 3: How do you check the ingredients list and description for a selected lunch and afterwards go back to the home page?
Qualitative Feedback Tasks:
- How did you find the product experience and flow in general?
- How can we make the experience better and more satisfying for you?
- What color(s) would evoke the “Vegan spirit” for you in this product’s final design?
Quantitative Data: Metrics observed:
- Completion and task success rate
- Time and average duration on tasks
- Misclicks and clicks rate
Screenshots of test responses:
- Users complained the “view all recipes” buttons were a bit confusing and “inconsistent” with the general look (round shaped) and feel of the other app buttons.
- The wording (microcopy) on the “view all recipes” buttons were not suggestive or intuitive enough, they couldn’t tell which specific recipes each button meant.
- Users (90%) went for green and green variants and only 10% specified other colors for the Product’s final design.
- Overall users were impressed with the navigational structure.
How I incorporated these user feedbacks/pain points:
- In the final design, all buttons have same visual characteristics for easy learnability and identification
- I changed the microcopy from “view all recipes” to specific terms e.g “view all lunch recipes”
- I also adopted green and green variant colors in the final design.
Key Takeaways:
v
v
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
v
v
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
- I changed the positioning of the close icon from top left to the bottom right corner of the menu
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
- I created an intro survey that captures users core needs and with this knowledge of the user, curate recipes and guide the user to what is immediately valuable to them, I went a step further with an intro tutorial:
Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
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v
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skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
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v
v
Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
v
v
v
skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
v
v
v
After deliberations and user feedbacks, I developed the final product and design on Figma as is documented in this section:
Final UI Design: The Product: VeganWay
Design System:
Getting started screens and authentication (Sign up and Log in) for both existing and new users:
Vegan Way
9:41 AM
Find the Right
Vegan Meal Options for You
Exciting Vegan combos tailored to meet your
different needs
9:41 AM
Get Started
Login
Enter e-mail or username:
-OR-
Choose a password:
Skip for now
Vegan Way
9:41 AM
Sign up
Go
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Sign up
Login
Enter e-mail or username:
-OR-
Choose a password:
Skip for now
Vegan Way
9:41 AM
Sign up
Go
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Sign up
Sign Up
Enter e-mail or username:
-OR-
Enter your password:
Skip for now
Vegan Way
9:41 AM
Log in
Go
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Log in
Sign Up
Enter e-mail or username:
-OR-
Enter your password:
Skip for now
Vegan Way
9:41 AM
graceabraham
Log in
Go
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Onboarding Screens: An intro survey to curate user’s core needs and guide the user to what is most valuable to them, plus an intro tutorial that points users to features of value within VeganWay product:
Personalised home screen, lunch recipes screen (Appetizers, Main dishes, Desserts), search feature example:
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Back
v
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Search lunch menu
Recent searches
Suggested
Home
community
Shopping list
Favourites
All Launch recipes
recent search 1
suggested search 1
suggested search 2
recent search 1
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Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Appetizers
Polenta bruschetta
Vegan mix
View all appetizers
Back
v
v
v
Search lunch menu
All Launch recipes
Home
community
Shopping list
Favourites
Popular recipes
Aub. Chickpea penne
View all recipes
Tempeh sandwish
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
v
v
v
Aubergine and chickpea Penne
Selected main dish page showing a brief description of selected vegan meal, ingredients, preparation time and methods, nutrition facts, and possibility to add ingredients to shopping list:
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
carbs
77.4g
protein
22.6g
Fibre
22.6g
Fat
20.6g
vitamin A
113mg
vitamin b2
6.58mg
vitamin b6
11.6mg
vitamin D
0.02mg
vitamin C
126mg
Calcium
263mg
Iodine
0.02mg
phosphorus
742.4mg
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
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Aubergine and chickpea Penne
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1 tsp cumin seeds, crushed
Large pinch of saffron threads
Large pinch of saffron threads
You successfully added these items to
your shopping list:
Go to shopping list
Home
community
Shopping list
Favourites
Vegan community pages: users can view, like and comment on posts and tips from other users, make their own posts and drop tips as well; this will not only serve to boost user involvement and engagement but also develop a sense of community for both new and already practicing vegans:
I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
Now
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
I just made the “Tofu scramble” from Vegan way weight
loss plan and it is awesome! I also... more
Isaac Appiah
12.50
view all 32 comments
Vegan Community
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Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “smoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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Comments
Add a comment...
Post
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Now
Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “rsmoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
feb 23
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
Favourites
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Recipes
Restaurants
Community
Home
community
Shopping list
Favourites
Hamburger menu, Vegan restaurants page (we request access to user’s location to return vegan restaurant results in relation to user’s distance and location from these Vegan restaurants):
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
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Search lunch menu
Home
community
Shopping list
Favourites
All Launch recipes
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Less than 20km from me
Rooted roots
Valued vegan
View all restaurants
20-50km from me
Vincent vegan
Vegan platz
View all restaurants
More than 50km from me
Vegan totale
Chay village
View all restaurants
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
Less than 20km from me
XXXX restaurant
XXXX restaurant
View all restaurants
20-50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
More than 50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
Back
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
To access vegan restaurants near you, we need to access your location:
Allow
Allow only when using app
Deny
learn more
Empty states (search results, shopping list) and search results for Soy-free (as an example)
Vegan lasagne bowl
Polenta vegana
Vegan banh wraps
Aubergine penne
Vegan banh mi
Aub. Chickpea penne
Peruvian party
pumpkin cupcakes
Back
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sSearch lunch menu
Soy-free
53 results for “soy-free”
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All Launch recipes
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sSearch lunch menu
stt
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Search Results
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Please try searching with another term
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go to Recipes to find a recipe and add
ingredients
Add to shopping list
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‘My achievements’ page: with summarized user achievements to boost users’ sense of accomplishment and also an option to share on Vegan community, facebook and instagram, and the filter feature:
Category
Cooking method
Cuisine
Diet
Speed
Reset filter
Filter results
Filter
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
v
v
v
My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
For the future,
1. I would love to a take a deeper dive and to further explore the Nutritional Facts and how to use these to create a meal schedule for users with their specific needs in mind.
2. Leaderboards- gamification of vegan community section and give users a chance to win awards to further boost user engagement
Overall,
I had a really great time with this project and I loved the creative freedom from the UX Research to the UI Design and even Testing phase and I’m proud of the outcome and had a lot of fun taking the lead and designing something end-to-end myself!
❤ Thank you for viewing this project!
Retrospective
My Certifications
Vegan Way
MY ROLE
- Sole UX/UI Designer – Personal Project
- Product concept and problem definition
- UX research and user journey mapping
- Information architecture and feature definition
- Wireframing and interactive prototyping
- High-fidelity UI design for mobile
- Usability testing and iterative improvements
PROJECT DURATION
- 4 Months
- May - August, 2025
PROJECT TYPE
- Personal Project
More people have been leaning toward plant-based foods mostly for the healthier options they provide, environmental sustainability they afford and general wellbeing. While there has been a huge surge in the number of people transitioning to Vegan lifestyles, there has not been a corresponding guide or mapped out path to follow as to the various choices, options and full capabilities of Vegan diets.
The application developed in this project, “VeganWay” presents exciting Vegan menus with preparation guidelines, nutrition facts for each suggested meal, plus exciting combos. “VeganWay” also provides Vegan Restaurant options, Food based reviews and map guides to the best Vegan stores. Featured in this application are Vegan diet suggestions and tips from experienced and practicing vegans. As the sole UX|UI Designer, I created and designed this project from inception to final design.
Tools used: Figma, Miro, Balsamiq, Paper and Pen, Adobe After Effects, MokUp Frames, UsabilityHub and Maze for Usability Testing.
My Role: User interviews, UX Research, User journey mapping, Wireframing, Prototyping, UI
OVERVIEW
PRODUCT preview
FINAL SOLUTION
To begin, I followed the design thinking process (Empathize, Define, Ideate,Prototype, Test) to formulate and map out the Project Scope and Design Process, this was not a linear process but iterative and I had to go back to steps severally to make refinements and incorporate feedback:
The Process
1
DISCOVERY AND RESEARCH
Surveys
User Interviews
Literature Research
Competitive Research
Persona Creation
Problem Statement
key metrics
1
Business opportunity
2
IDEATION AND TESTING
Feature brainstorming
Synthesizing insights
product features
Information architecture
User Flow
Sketches
paper wireframes
mid/High Fidelity wireframes
Usability/User Testing
feedback Incorporation
Iterative testing
3
FINAL UI DESIGN
Style guide
pattern library
A/B testing
Key features
design system
Development Considerations
4
RETROSPECTIVE
Challenges
Takeaways
what can be improved
I conducted surveys and Remote moderated interviews with some users that mirrored the target audience I sought to capture.
I made sure to recruit users that reflected everyday people from different age groups (students, singles, parents, already practising vegans) and also people who are actively trying to eat healthier.
The intent was to broaden the scope, get wider views and opinions on veganism and the top issues faced by already (or prospective) vegans and better understand how to form solutions centred on these pain points and identified gap areas.
Total interviews: 5 (3 students; 2 where already practicing Vegans and 1 was interested in making the transition to Veganism, 1 mother and 1 developer).
Total surveys: 42 Respondents
The research was divided into two parts: Primary & Secondary Research.
In my first steps, I tried to understand peoples general feelings towards veganism (practising and non practising Vegans), opportunity areas, market size and gaps that exist in already existing Vegan solutions and applications.
To truly capture these vital metrics and factors, it was necessary to conduct some detailed research.
Primary Research: Surveys and Interviews
User research
Discovery and research
Key Insights
Research 1: BBC Survey(2020):
Veganism has boomed over the years, a survey by bbc news in 2020 shows the top reasons people gave for switching to plant-based diets or eating less meat:
Secondary research: White paper research and Competitor analysis
People interested in cutting down meat consumption
Non-meat eaters
0
Health
Weight management
Animal welfare
Environment
Concerns over antibiotics
Taste
10
20
30
40
50
60
(BBC news survey, 2020)
Research 2: Vegan food producer, Veganz:
in one study, analysed the dietary habits of 8,600 people in seven European countries, and in another study found that Germany has the most vegans, with the number having doubled from 1.3 million in 2016 to 2.6 million in 2020 — a total of 3.2 percent of the population.
In “Dietary intakes and lifestyle factors of a vegan population in Germany: Results from the German Vegan Study,” when asked why they became vegan:
Ethical Reasons (41.6%)
Health Reasons (48.7%)
Environment Reasons (9.7%)
study 1
study 2
Health concerns
41%
Environment concerns
19%
Personal taste
35%
Research 3 & 4: Veganuary and Google search data:
Google search data was analysed for the top 15 most populous countries for veganism and Monthly number of Vegan-related searches:
Veganuary documents responses from 10,257 participants on vegan food consumption since covid-19:
(source: Analysis of Google Adwords Data by Chef’s Pencil)
(source: Responses from 10,257 former veganuary participants)
Jan-2018
Jan-2019
Jan-2020
Jan-2021
13,278,000
16,478,000
17,329,000
25,583,000
61%
7%
32%
I am eating less vegan food
I am eating more vegan food
No change
All these studies point to a huge market and business opportunity that exists in the field of veganism
I researched on existing vegan products, the aim was to discover a unique niche for VeganWay and to pull out useful learnings that could help build an even better product:
Competitor research
DESCRIPTION
STRENGTHS
TYPE
WEAKNESSES
PRODUCT
VeganFriendly is a mobile app that
provides its users with an amazing list of the best vegan-friendly restaurants around them, customer reviews and meal photos for each restaurant
- detailed list of Best Vegan-friendly restaurants around selected locations/distance
- customer reviews
- Provides meal photos for each restaurant
Direct Competitor
- Difficult to change location within the app
- No free version and quite expensive to use without a paid subscription
- only gives recommendations for vegan restaurants
- unfriendly interface(difficult to navigate the search function for example returns confusing results)
HappyCow is an online service that saves you the trouble of scrolling through endless restaurant menus and also helps you find restaurants near you. It is especially helpful and comes handy for daily health tips and inspirations.
- 21 years of leading experience and over 50 million positive reviews
- HappyCow is a trendsetter and a ‘go to’ popular option for vegetarians
- restaurant recommendations
- vegan recipes
Direct Competitor
- Provides vegan recipes but fails to give a detailed nutritional breakdown which is essential
- No preparation guide
- Filter function on the interface has received very low reviews; users complain on inability to filter by price, and other such important metrics
- no help/alternative names in the search
Veganized
Easy cookbook, plan meals, follow nutrients intake. Your complete cookbook which will help you track and understand your nutrient intake every day. Grocery shopping made easy for vegans. Plan your meals and create shopping lists
- Lots of (wide range) follow along Vegan Recipes
- Provides a grocery shopping list for users
- platform to share knowledge
- Nutritional facts
Direct Competitor
- Provides nutritional facts that are unbased and incomplete, leaves users confused
- No feature to specify number of servings (which even makes it harder for users to believe the nutritional breakdown is accurate)
- hard to comprehend instructions(while some recipes are clear, some have extremely confusing wording and this has been noted by customers in the app reviews
Vegan Friendly
Isaac Appiah, Developer (32)
Pain points
Goals
Motivations
“ I’ve gained so much unhealthy weight working from home since Covid, I love meat and am not ashamed to say it, but today I am willing to do anything (and by anything I mean give up meat too) to lose this unhealthy weight, I’ve learnt going vegan is the way, please help!”
- Has gained so much unhealthy weight
since covid
- He is a developer and barely has time for
long drawn out cooking
- He spends the better part of his days sitted
infront of his computer screen
- Isaac dreams of getting back in shape like he used to be
- He wants to live a long healthy life and is convinced this can only be achieved by making some changes in his current eating lifestyle and habits
- trying out new vegan delicacies
Ayesha Kumar, Student (24)
Pain points
Goals
Motivations
“ I’ve always had to live with unhealthy and rough skin, I recently visited a dermatologist and was adviced among other
things to slow down or reduce my meat and animal based diet intake. I want to make the switch slowly so am looking
for some guide on vegan meals to boost skin health ”
- Ayesha has lived with unhealthy skin for too long
- She wants to start looking good and feel comfortable in her own skin
- She loves home made meals but doesn’t always have time to cook
- would love to eat out in vegan restaurants sometimes
- get quick and easy guides on how to prepare home made vegan meals targeted at skin and general health
- find vegan restaurants near her for times when she has no time to cook
- Have access to vegan varieties so she doesn’t miss her old diet too much
- Ayesha dreams of having “the perfect healthy skin” and is convinced reducing animal based meals will help her achieve this, her dermatologist says so too
- She likes to feel good in her own skin on a daily basis
- she admires people with healthy skin
Dyah Tabuni, Mother (43)
Pain points
Goals
Motivations
“ I recently attended a climate change summit and learnt I have been ‘killing the planet’ through meat consumption, this was saddening to me, I love the environment, I would love to play my role in preserving the world for my children and their children after that, I know I can’t ‘save the planet’ alone but my family and I have made the decision to go meatless”
- She loves the planet and is saddened to learn she is “killing” it gradually by consuming meat and animal based products
- She loves her kids and cannot imagine them living in a ruined planet because of her consumption choices
- She need guides to vegan full course meals
- learn and discover full course family vegan meals (appetizers, main dishes, desserts, and varieties)
- discover vegan snacks and drinks for kids
- learn plant based meals for her kids and entire family
- Dyah dreams of a clean, healthy and thriving planet now and in the future
- She loves her kids and family more than anything in the world and wants to do right by them and for them
- trying out new vegan delicacies and full course vegan meals
As a(an)
I need to...
So that...
Lover of healthy and perfect skin
Mom and nature lover
Aspiring weight losser
Have access to vegan varieties, stores
and plant-based recipes
Learn the various substitutes for meat and
animal-based meals for me and my kids
Find plant-based substitute meals that are as
delicious as the meat-based meals I am used
to and love
I can improve my skin glow and get the
healthy looking skin I crave
I can contribute my part in keeping the
planet safe for my kids and the next
generation after them
I can lose some weight and regain my
fitness
Ideas (solutions) generation:
Seeking Solutions: Ideation Phase
Ideas (solutions) grouping and categorisation:
Ideas (solutions) prioritisation and selection
Feature prioritization considerations:
- best fulfills and meets the user needs captured for all user segments from research
- Impact and Effort (estimated time and technical costs) to develop each proposed feature
VeganWay features that stand out from competitor brands:
Competitive Advantage
Features
VeganFriendly
HappyCow
Veganized
VeganWay
Vegan restaurant options with
location guide
Vegan weight loss plan
Vegan socials(community)
Vegan plans to support healthy
skin
Preparation guidelines and nutri-
tional breakdown/facts for recipes
Offer flexibility and replacement
or substitute for ingredients
Grocery shopping list for users
Customized filter feature for vegan
meal categories
Free and paid monthly subscription plans:
Proposed Business Model
Vegan classics
Key features:
Weight loss recipes
Healthy skin recipes
Vegan Quickies
80% vegan plan
Vegan starter plan
Free plan
$0/month
Premium plan
everything in free plus
$1.99/month
Asian cuisine
Italian cuisine
African cuisine
Soy-free vegan meals
Vegan snacks
Vegan community
Vegan Videos
Key features:
Information Architecture:
Interaction Design
Entry Point/App download step
Splash screen
Sign in
Create account
Onboarding
Home screen
Hamburger menu
Home
Recent searches
Home
Shopping list
Favourites
Vegan community
Suggested searches
Category
Cooking method
Cuisine
Diet
Speed
Vegan classics
Weight loss
Healthy skin
Quickies
80% vegan
Asian
Italian
African
Soy-free
vegan starter
Vegan restaurants
Recipes
My account
Settings
Help center
Log out
Popular recipes
Appetizers
main dishes
Dinner
Breakfast + brunch
Lunch
Dinner
Snacks
Search and Filter features
Bottom navigation
Vegan categories
Skip step
Getting started and authentication screens:
Medium fidelity designs
Home, launch recipes, selected main dish details, full nutrition breakdown and hamburger menu screens:
Favorites (recipes, restaurants, vegan community), shopping list, restaurants, vegan community screens:
Global search, empty state for search results, filter, allow access to location features:
Testing Platform used: After developing the Mid-fidelity prototype, I tested out some functionalities of Core features on Maze:
Total Participants: 5 (included the initial users I interviewed during the research phase that formed the 3 user archetypes for this product). I picked only 5 because if I conduct the tests to a larger number of users, the insights that I gain tend to repeat between users.
Initial Usability Testing
Type: I combined the Remote Moderated and Unmoderated Usability testing methods because I wanted participants to interact with the interface by themselves with no help and in their own natural environment and draw some quantitative data but also get some qualitative feedback based on behavioural and emotional reactions when navigating the VeganWay app.
Task Scope: Choosing any main dish from the Vegan Lunch recipes section and plan
Test Goals:
- Discover where prototype meets users’ expectations and where it falls short.
- Identify any problems (navigational, structural) with the product and design.
- Uncover opportunities to improve the experience for our users.
- Learn about user preferences and behaviour.
Why medium fidelity prototypes?
I conducted this test with mid-fidelity wireframes to focus users attention on navigational and structural components and remove distraction of colours, images and other visual design elements.
Fictitious Test Scenario: “ It”s 1:30pm and You are unsure what to make for your family, you have just installed the VeganWay app and You seek to find a main dish for lunch, You have a specific main dish in mind so You are totally open to options, You open the VeganWay app and try to navigate the main dishes for lunch”.
Task 1: What do you see on the home screen and what do you understand about the information on this screen?
Task 2: How do you proceed with your goal of exploring Vegan lunch recipes from this page?
Task 3: How do you check the ingredients list and description for a selected lunch and afterwards go back to the home page?
Qualitative Feedback Tasks:
- How did you find the product experience and flow in general?
- How can we make the experience better and more satisfying for you?
- What color(s) would evoke the “Vegan spirit” for you in this product’s final design?
Quantitative Data: Metrics observed:
- Completion and task success rate
- Time and average duration on tasks
- Misclicks and clicks rate
Screenshots of test responses:
- Users complained the “view all recipes” buttons were a bit confusing and “inconsistent” with the general look (round shaped) and feel of the other app buttons.
- The wording (microcopy) on the “view all recipes” buttons were not suggestive or intuitive enough, they couldn’t tell which specific recipes each button meant.
- Users (90%) went for green and green variants and only 10% specified other colors for the Product’s final design.
- Overall users were impressed with the navigational structure.
How I incorporated these user feedbacks/pain points:
- In the final design, all buttons have same visual characteristics for easy learnability and identification
- I changed the microcopy from “view all recipes” to specific terms e.g “view all lunch recipes”
- I also adopted green and green variant colors in the final design.
Key Takeaways:
v
v
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
v
v
v
My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
- I changed the positioning of the close icon from top left to the bottom right corner of the menu
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
- I created an intro survey that captures users core needs and with this knowledge of the user, curate recipes and guide the user to what is immediately valuable to them, I went a step further with an intro tutorial:
Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
v
v
v
skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
v
v
v
Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
v
v
v
skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
v
v
v
After deliberations and user feedbacks, I developed the final product and design on Figma as is documented in this section:
Final UI Design: The Product: VeganWay
Design System:
Getting started screens and authentication (Sign up and Log in) for both existing and new users:
Vegan Way
9:41 AM
Find the Right
Vegan Meal Options for You
Exciting Vegan combos tailored to meet your
different needs
9:41 AM
Get Started
Login
Enter e-mail or username:
-OR-
Choose a password:
Skip for now
Vegan Way
9:41 AM
Sign up
Go
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J
H
G
F
D
S
A
P
O
I
U
Y
T
R
E
W
Q
Sign up
Login
Enter e-mail or username:
-OR-
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Vegan Way
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graceabraham
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Onboarding Screens: An intro survey to curate user’s core needs and guide the user to what is most valuable to them, plus an intro tutorial that points users to features of value within VeganWay product:
Personalised home screen, lunch recipes screen (Appetizers, Main dishes, Desserts), search feature example:
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
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Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Appetizers
Polenta bruschetta
Vegan mix
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Aub. Chickpea penne
View all recipes
Tempeh sandwish
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
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Welcome grace!
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Weight Loss
healthy skin
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80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
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8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
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Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
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Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
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Aubergine and chickpea Penne
Selected main dish page showing a brief description of selected vegan meal, ingredients, preparation time and methods, nutrition facts, and possibility to add ingredients to shopping list:
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
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Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
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v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
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Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
carbs
77.4g
protein
22.6g
Fibre
22.6g
Fat
20.6g
vitamin A
113mg
vitamin b2
6.58mg
vitamin b6
11.6mg
vitamin D
0.02mg
vitamin C
126mg
Calcium
263mg
Iodine
0.02mg
phosphorus
742.4mg
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
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Aubergine and chickpea Penne
Back to recipe
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1 tsp cumin seeds, crushed
Large pinch of saffron threads
Large pinch of saffron threads
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Vegan community pages: users can view, like and comment on posts and tips from other users, make their own posts and drop tips as well; this will not only serve to boost user involvement and engagement but also develop a sense of community for both new and already practicing vegans:
I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
Now
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
I just made the “Tofu scramble” from Vegan way weight
loss plan and it is awesome! I also... more
Isaac Appiah
12.50
view all 32 comments
Vegan Community
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Make a post?
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Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “smoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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Comments
Add a comment...
Post
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Now
Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “rsmoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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Comments
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Add new recipes to favourites
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I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
feb 23
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
Favourites
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Recipes
Restaurants
Community
Home
community
Shopping list
Favourites
Hamburger menu, Vegan restaurants page (we request access to user’s location to return vegan restaurant results in relation to user’s distance and location from these Vegan restaurants):
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Back
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Search lunch menu
Home
community
Shopping list
Favourites
All Launch recipes
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Less than 20km from me
Rooted roots
Valued vegan
View all restaurants
20-50km from me
Vincent vegan
Vegan platz
View all restaurants
More than 50km from me
Vegan totale
Chay village
View all restaurants
Back
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
Less than 20km from me
XXXX restaurant
XXXX restaurant
View all restaurants
20-50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
More than 50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
Back
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
To access vegan restaurants near you, we need to access your location:
Allow
Allow only when using app
Deny
learn more
Empty states (search results, shopping list) and search results for Soy-free (as an example)
Vegan lasagne bowl
Polenta vegana
Vegan banh wraps
Aubergine penne
Vegan banh mi
Aub. Chickpea penne
Peruvian party
pumpkin cupcakes
Back
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sSearch lunch menu
Soy-free
53 results for “soy-free”
Home
community
Shopping list
Favourites
All Launch recipes
Back
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sSearch lunch menu
stt
Back to launch recipes
Search Results
Sorry, we couldn’t find any matches
for ‘stt’
Please try searching with another term
Home
community
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Favourites
All Launch recipes
Shopping list
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You haven’t added any ingredients yet,
go to Recipes to find a recipe and add
ingredients
Add to shopping list
Home
community
Shopping list
Favourites
‘My achievements’ page: with summarized user achievements to boost users’ sense of accomplishment and also an option to share on Vegan community, facebook and instagram, and the filter feature:
Category
Cooking method
Cuisine
Diet
Speed
Reset filter
Filter results
Filter
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
For the future,
1. I would love to a take a deeper dive and to further explore the Nutritional Facts and how to use these to create a meal schedule for users with their specific needs in mind.
2. Leaderboards- gamification of vegan community section and give users a chance to win awards to further boost user engagement
Overall,
I had a really great time with this project and I loved the creative freedom from the UX Research to the UI Design and even Testing phase and I’m proud of the outcome and had a lot of fun taking the lead and designing something end-to-end myself!
❤ Thank you for viewing this project!
Retrospective
Vegan Way
MY ROLE
- Sole UX/UI Designer – Personal Project
- Product concept and problem definition
- UX research and user journey mapping
- Information architecture and feature definition
- Wireframing and interactive prototyping
- High-fidelity UI design for mobile
- Usability testing and iterative improvements
PROJECT DURATION
- 4 Months
- May - August, 2025
PROJECT TYPE
- Personal Project
More people have been leaning toward plant-based foods mostly for the healthier options they provide, environmental sustainability they afford and general wellbeing. While there has been a huge surge in the number of people transitioning to Vegan lifestyles, there has not been a corresponding guide or mapped out path to follow as to the various choices, options and full capabilities of Vegan diets.
The application developed in this project, “VeganWay” presents exciting Vegan menus with preparation guidelines, nutrition facts for each suggested meal, plus exciting combos. “VeganWay” also provides Vegan Restaurant options, Food based reviews and map guides to the best Vegan stores. Featured in this application are Vegan diet suggestions and tips from experienced and practicing vegans. As the sole UX|UI Designer, I created and designed this project from inception to final design.
Tools used: Figma, Miro, Balsamiq, Paper and Pen, Adobe After Effects, MokUp Frames, UsabilityHub and Maze for Usability Testing.
My Role: User interviews, UX Research, User journey mapping, Wireframing, Prototyping, UI
OVERVIEW
PRODUCT preview
FINAL SOLUTION
To begin, I followed the design thinking process (Empathize, Define, Ideate,Prototype, Test) to formulate and map out the Project Scope and Design Process, this was not a linear process but iterative and I had to go back to steps severally to make refinements and incorporate feedback:
The Process
1
DISCOVERY AND RESEARCH
Surveys
User Interviews
Literature Research
Competitive Research
Persona Creation
Problem Statement
key metrics
1
Business opportunity
2
IDEATION AND TESTING
Feature brainstorming
Synthesizing insights
product features
Information architecture
User Flow
Sketches
paper wireframes
mid/High Fidelity wireframes
Usability/User Testing
feedback Incorporation
Iterative testing
3
FINAL UI DESIGN
Style guide
pattern library
A/B testing
Key features
design system
Development Considerations
4
RETROSPECTIVE
Challenges
Takeaways
what can be improved
I conducted surveys and Remote moderated interviews with some users that mirrored the target audience I sought to capture.
I made sure to recruit users that reflected everyday people from different age groups (students, singles, parents, already practising vegans) and also people who are actively trying to eat healthier.
The intent was to broaden the scope, get wider views and opinions on veganism and the top issues faced by already (or prospective) vegans and better understand how to form solutions centred on these pain points and identified gap areas.
Total interviews: 5 (3 students; 2 where already practicing Vegans and 1 was interested in making the transition to Veganism, 1 mother and 1 developer).
Total surveys: 42 Respondents
The research was divided into two parts: Primary & Secondary Research.
In my first steps, I tried to understand peoples general feelings towards veganism (practising and non practising Vegans), opportunity areas, market size and gaps that exist in already existing Vegan solutions and applications.
To truly capture these vital metrics and factors, it was necessary to conduct some detailed research.
Primary Research: Surveys and Interviews
User research
Discovery and research
Key Insights
Research 1: BBC Survey(2020):
Veganism has boomed over the years, a survey by bbc news in 2020 shows the top reasons people gave for switching to plant-based diets or eating less meat:
Secondary research: White paper research and Competitor analysis
People interested in cutting down meat consumption
Non-meat eaters
0
Health
Weight management
Animal welfare
Environment
Concerns over antibiotics
Taste
10
20
30
40
50
60
(BBC news survey, 2020)
Research 2: Vegan food producer, Veganz:
in one study, analysed the dietary habits of 8,600 people in seven European countries, and in another study found that Germany has the most vegans, with the number having doubled from 1.3 million in 2016 to 2.6 million in 2020 — a total of 3.2 percent of the population.
In “Dietary intakes and lifestyle factors of a vegan population in Germany: Results from the German Vegan Study,” when asked why they became vegan:
Ethical Reasons (41.6%)
Health Reasons (48.7%)
Environment Reasons (9.7%)
study 1
study 2
Health concerns
41%
Environment concerns
19%
Personal taste
35%
Research 3 & 4: Veganuary and Google search data:
Google search data was analysed for the top 15 most populous countries for veganism and Monthly number of Vegan-related searches:
Veganuary documents responses from 10,257 participants on vegan food consumption since covid-19:
(source: Analysis of Google Adwords Data by Chef’s Pencil)
(source: Responses from 10,257 former veganuary participants)
Jan-2018
Jan-2019
Jan-2020
Jan-2021
13,278,000
16,478,000
17,329,000
25,583,000
61%
7%
32%
I am eating less vegan food
I am eating more vegan food
No change
All these studies point to a huge market and business opportunity that exists in the field of veganism
I researched on existing vegan products, the aim was to discover a unique niche for VeganWay and to pull out useful learnings that could help build an even better product:
Competitor research
DESCRIPTION
STRENGTHS
TYPE
WEAKNESSES
PRODUCT
VeganFriendly is a mobile app that
provides its users with an amazing list of the best vegan-friendly restaurants around them, customer reviews and meal photos for each restaurant
- detailed list of Best Vegan-friendly restaurants around selected locations/distance
- customer reviews
- Provides meal photos for each restaurant
Direct Competitor
- Difficult to change location within the app
- No free version and quite expensive to use without a paid subscription
- only gives recommendations for vegan restaurants
- unfriendly interface(difficult to navigate the search function for example returns confusing results)
HappyCow is an online service that saves you the trouble of scrolling through endless restaurant menus and also helps you find restaurants near you. It is especially helpful and comes handy for daily health tips and inspirations.
- 21 years of leading experience and over 50 million positive reviews
- HappyCow is a trendsetter and a ‘go to’ popular option for vegetarians
- restaurant recommendations
- vegan recipes
Direct Competitor
- Provides vegan recipes but fails to give a detailed nutritional breakdown which is essential
- No preparation guide
- Filter function on the interface has received very low reviews; users complain on inability to filter by price, and other such important metrics
- no help/alternative names in the search
Veganized
Easy cookbook, plan meals, follow nutrients intake. Your complete cookbook which will help you track and understand your nutrient intake every day. Grocery shopping made easy for vegans. Plan your meals and create shopping lists
- Lots of (wide range) follow along Vegan Recipes
- Provides a grocery shopping list for users
- platform to share knowledge
- Nutritional facts
Direct Competitor
- Provides nutritional facts that are unbased and incomplete, leaves users confused
- No feature to specify number of servings (which even makes it harder for users to believe the nutritional breakdown is accurate)
- hard to comprehend instructions(while some recipes are clear, some have extremely confusing wording and this has been noted by customers in the app reviews
Vegan Friendly
Isaac Appiah, Developer (32)
Pain points
Goals
Motivations
“ I’ve gained so much unhealthy weight working from home since Covid, I love meat and am not ashamed to say it, but today I am willing to do anything (and by anything I mean give up meat too) to lose this unhealthy weight, I’ve learnt going vegan is the way, please help!”
- Has gained so much unhealthy weight
since covid
- He is a developer and barely has time for
long drawn out cooking
- He spends the better part of his days sitted
infront of his computer screen
- get back to his original weight 2 years ago
before Covid started
- make low-calorie vegan meals in quick or limited time
- maintain a healthy eating lifesytle
- Isaac dreams of getting back in shape like he used to be
- He wants to live a long healthy life and is convinced this can only be achieved by making some changes in his current eating lifestyle and habits
- trying out new vegan delicacies
Ayesha Kumar, Student (24)
Pain points
Goals
Motivations
“ I’ve always had to live with unhealthy and rough skin, I recently visited a dermatologist and was adviced among other
things to slow down or reduce my meat and animal based diet intake. I want to make the switch slowly so am looking
for some guide on vegan meals to boost skin health ”
- Ayesha has lived with unhealthy skin for too long
- She wants to start looking good and feel comfortable in her own skin
- She loves home made meals but doesn’t always have time to cook
- would love to eat out in vegan restaurants sometimes
- get quick and easy guides on how to prepare home made vegan meals targeted at skin and general health
- find vegan restaurants near her for times when she has no time to cook
- Have access to vegan varieties so she doesn’t miss her old diet too much
- Ayesha dreams of having “the perfect healthy skin” and is convinced reducing animal based meals will help her achieve this, her dermatologist says so too
- She likes to feel good in her own skin on a daily basis
- she admires people with healthy skin
Dyah Tabuni, Mother (43)
Pain points
Goals
Motivations
“ I recently attended a climate change summit and learnt I have been ‘killing the planet’ through meat consumption, this was saddening to me, I love the environment, I would love to play my role in preserving the world for my children and their children after that, I know I can’t ‘save the planet’ alone but my family and I have made the decision to go meatless”
- She loves the planet and is saddened to learn she is “killing” it gradually by consuming meat and animal based products
- She loves her kids and cannot imagine them living in a ruined planet because of her consumption choices
- She need guides to vegan full course meals
- learn and discover full course family vegan meals (appetizers, main dishes, desserts, and varieties)
- discover vegan snacks and drinks for kids
- learn plant based meals for her kids and entire family
- Dyah dreams of a clean, healthy and thriving planet now and in the future
- She loves her kids and family more than anything in the world and wants to do right by them and for them
- trying out new vegan delicacies and full course vegan meals
As a(an)
I need to...
So that...
Lover of healthy and perfect skin
Mom and nature lover
Aspiring weight losser
Have access to vegan varieties, stores
and plant-based recipes
Learn the various substitutes for meat and
animal-based meals for me and my kids
Find plant-based substitute meals that are as
delicious as the meat-based meals I am used
to and love
I can improve my skin glow and get the
healthy looking skin I crave
I can contribute my part in keeping the
planet safe for my kids and the next
generation after them
I can lose some weight and regain my
fitness
Ideas (solutions) generation:
Seeking Solutions: Ideation Phase
Ideas (solutions) grouping and categorisation:
Ideas (solutions) prioritisation and selection
Feature prioritization considerations:
- best fulfills and meets the user needs captured for all user segments from research
- Impact and Effort (estimated time and technical costs) to develop each proposed feature
VeganWay features that stand out from competitor brands:
Competitive Advantage
Features
VeganFriendly
HappyCow
Veganized
VeganWay
Vegan restaurant options with
location guide
Vegan weight loss plan
Vegan socials(community)
Vegan plans to support healthy
skin
Preparation guidelines and nutri-
tional breakdown/facts for recipes
Offer flexibility and replacement
or substitute for ingredients
Grocery shopping list for users
Customized filter feature for vegan
meal categories
Free and paid monthly subscription plans:
Proposed Business Model
Vegan classics
Key features:
Weight loss recipes
Healthy skin recipes
Vegan Quickies
80% vegan plan
Vegan starter plan
Free plan
$0/month
Premium plan
everything in free plus
$1.99/month
Asian cuisine
Italian cuisine
African cuisine
Soy-free vegan meals
Vegan snacks
Vegan community
Vegan Videos
Key features:
Information Architecture:
Interaction Design
Entry Point/App download step
Splash screen
Sign in
Create account
Onboarding
Home screen
Hamburger menu
Home
Recent searches
Home
Shopping list
Favourites
Vegan community
Suggested searches
Category
Cooking method
Cuisine
Diet
Speed
Vegan classics
Weight loss
Healthy skin
Quickies
80% vegan
Asian
Italian
African
Soy-free
vegan starter
Vegan restaurants
Recipes
My account
Settings
Help center
Log out
Popular recipes
Appetizers
main dishes
Dinner
Breakfast + brunch
Lunch
Dinner
Snacks
Search and Filter features
Bottom navigation
Vegan categories
Skip step
Getting started and authentication screens:
Medium fidelity designs
Home, launch recipes, selected main dish details, full nutrition breakdown and hamburger menu screens:
Favorites (recipes, restaurants, vegan community), shopping list, restaurants, vegan community screens:
Global search, empty state for search results, filter, allow access to location features:
Testing Platform used: After developing the Mid-fidelity prototype, I tested out some functionalities of Core features on Maze:
Total Participants: 5 (included the initial users I interviewed during the research phase that formed the 3 user archetypes for this product). I picked only 5 because if I conduct the tests to a larger number of users, the insights that I gain tend to repeat between users.
Initial Usability Testing
Type: I combined the Remote Moderated and Unmoderated Usability testing methods because I wanted participants to interact with the interface by themselves with no help and in their own natural environment and draw some quantitative data but also get some qualitative feedback based on behavioural and emotional reactions when navigating the VeganWay app.
Task Scope: Choosing any main dish from the Vegan Lunch recipes section and plan
Test Goals:
- Discover where prototype meets users’ expectations and where it falls short.
- Identify any problems (navigational, structural) with the product and design.
- Uncover opportunities to improve the experience for our users.
- Learn about user preferences and behaviour.
Why medium fidelity prototypes?
I conducted this test with mid-fidelity wireframes to focus users attention on navigational and structural components and remove distraction of colours, images and other visual design elements.
Fictitious Test Scenario: “ It”s 1:30pm and You are unsure what to make for your family, you have just installed the VeganWay app and You seek to find a main dish for lunch, You have a specific main dish in mind so You are totally open to options, You open the VeganWay app and try to navigate the main dishes for lunch”.
Task 1: What do you see on the home screen and what do you understand about the information on this screen?
Task 2: How do you proceed with your goal of exploring Vegan lunch recipes from this page?
Task 3: How do you check the ingredients list and description for a selected lunch and afterwards go back to the home page?
Qualitative Feedback Tasks:
- How did you find the product experience and flow in general?
- How can we make the experience better and more satisfying for you?
- What color(s) would evoke the “Vegan spirit” for you in this product’s final design?
Quantitative Data: Metrics observed:
- Completion and task success rate
- Time and average duration on tasks
- Misclicks and clicks rate
Screenshots of test responses:
- Users complained the “view all recipes” buttons were a bit confusing and “inconsistent” with the general look (round shaped) and feel of the other app buttons.
- The wording (microcopy) on the “view all recipes” buttons were not suggestive or intuitive enough, they couldn’t tell which specific recipes each button meant.
- Users (90%) went for green and green variants and only 10% specified other colors for the Product’s final design.
- Overall users were impressed with the navigational structure.
How I incorporated these user feedbacks/pain points:
- In the final design, all buttons have same visual characteristics for easy learnability and identification
- I changed the microcopy from “view all recipes” to specific terms e.g “view all lunch recipes”
- I also adopted green and green variant colors in the final design.
Key Takeaways:
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
v
v
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
- I changed the positioning of the close icon from top left to the bottom right corner of the menu
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
- I created an intro survey that captures users core needs and with this knowledge of the user, curate recipes and guide the user to what is immediately valuable to them, I went a step further with an intro tutorial:
Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
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v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
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skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
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Popular recipes
Tempeh sandwish
Aub. Chickpea penne
View all recipes
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Lunch
Vegan curry potatoes
Vegan banh mi
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
Hi I’m Johnny, To help you get
started, I’ve put together this
quick tutorial :)
Ok, am ready to get started
Intro tutorial
Let’s get you started in 1 minute
What recipes are you interested in?
skip for now
9:41 AM
Please help us tailor your experience and
serve you best with these details:
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
german-inspred
Soy-free
Low-calorie
others
Vegan starter
Step 1 of 2
Hey Grace !
Proceed to last step
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v
v
skip for now
9:41 AM
Step 2 of 2
I am new to Veganism 🎉
I am already a Vegan 🦄
Done
Please select one of these:
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After deliberations and user feedbacks, I developed the final product and design on Figma as is documented in this section:
Final UI Design: The Product: VeganWay
Design System:
Getting started screens and authentication (Sign up and Log in) for both existing and new users:
Vegan Way
9:41 AM
Find the Right
Vegan Meal Options for You
Exciting Vegan combos tailored to meet your
different needs
9:41 AM
Get Started
Login
Enter e-mail or username:
-OR-
Choose a password:
Skip for now
Vegan Way
9:41 AM
Sign up
Go
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Sign up
Login
Enter e-mail or username:
-OR-
Choose a password:
Skip for now
Vegan Way
9:41 AM
Sign up
Go
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Sign up
Sign Up
Enter e-mail or username:
-OR-
Enter your password:
Skip for now
Vegan Way
9:41 AM
Log in
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Log in
Sign Up
Enter e-mail or username:
-OR-
Enter your password:
Skip for now
Vegan Way
9:41 AM
graceabraham
Log in
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Log in
Onboarding Screens: An intro survey to curate user’s core needs and guide the user to what is most valuable to them, plus an intro tutorial that points users to features of value within VeganWay product:
Personalised home screen, lunch recipes screen (Appetizers, Main dishes, Desserts), search feature example:
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Back
v
v
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Search lunch menu
Recent searches
Suggested
Home
community
Shopping list
Favourites
All Launch recipes
recent search 1
suggested search 1
suggested search 2
recent search 1
Go
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Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Appetizers
Polenta bruschetta
Vegan mix
View all appetizers
Back
v
v
v
Search lunch menu
All Launch recipes
Home
community
Shopping list
Favourites
Popular recipes
Aub. Chickpea penne
View all recipes
Tempeh sandwish
Breakfast + Brunch
Avocado toast
Smoked tofu & hummus
View all recipes
Dinner
Vegetable Paella
Vegan burrito bowl
View all recipes
Snacks
Falafel burger
Honey apple nachos
View all recipes
Welcome grace!
v
v
v
Search Recipes
Vegan classics
Weight Loss
healthy skin
Quickies
80% Vegan
Asian
Italian
African
Soy-free
Vegan starter
Home
community
Shopping list
Favourites
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
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Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
1 large onion, roughly chopped
1 tsp cumin seeds, crushed
1 large red pepper, deseeded and chopped
2 cups vegan stock
Large pinch of saffron threads
1 1/2 cups aubergine, diced
400g canned chickpeas, drained and rinsed
1 1/2 cups vegan dried penne
Add to shopping list
Ingredients
Methods
Nutrition facts
Back
v
v
v
Aubergine and chickpea Penne
Selected main dish page showing a brief description of selected vegan meal, ingredients, preparation time and methods, nutrition facts, and possibility to add ingredients to shopping list:
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Toast saffron threads in a dry frying pan set
over a medium heat for 20–30 seconds. Add
2 tablespoons of the hot stock, set aside.
1
Done
Heat the oil in a large saucepan. Add onion
and fry for 5–6 minutes. Add the cumin and
fry for a further 20–30 seconds, then stir in
the aubergine, red pepper, tomatoes,
cinnamon
2
Done
Add the chickpeas to the saucepan and
season to taste with salt and pepper.
Simmer for a further 5 minutes
3
Done
Add the pasta, return to the boil and cook
for 8–10 minute then garnish with coriander
4
Done
Serve immediately with harissa or chilli
sauce.
5
Done
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
v
v
v
Aubergine and chickpea Penne
8 Ingredients | 40 minutes | 2 servings
This hearty Persian-inspired aubergine meal uses simple
spices and herbs to create a really comfortable meal
Ingredients
Methods
Nutrition facts
carbs
77.4g
protein
22.6g
Fibre
22.6g
Fat
20.6g
vitamin A
113mg
vitamin b2
6.58mg
vitamin b6
11.6mg
vitamin D
0.02mg
vitamin C
126mg
Calcium
263mg
Iodine
0.02mg
phosphorus
742.4mg
196k
calories
Carbohydrates
Protein
Fat
Fiber
Vitamins and minerals
See full nutrition breakdown
Back
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Aubergine and chickpea Penne
Back to recipe
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1 tsp cumin seeds, crushed
Large pinch of saffron threads
Large pinch of saffron threads
You successfully added these items to
your shopping list:
Go to shopping list
Home
community
Shopping list
Favourites
Vegan community pages: users can view, like and comment on posts and tips from other users, make their own posts and drop tips as well; this will not only serve to boost user involvement and engagement but also develop a sense of community for both new and already practicing vegans:
I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
Now
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
I just made the “Tofu scramble” from Vegan way weight
loss plan and it is awesome! I also... more
Isaac Appiah
12.50
view all 32 comments
Vegan Community
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Make a post?
Home
community
Shopping list
Favourites
Now
Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “smoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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Comments
Add a comment...
Post
Home
community
Shopping list
Favourites
Now
Regina Daniels
🔥 🔥 🔥 I think I will try this
41 likes
3 Replies
1 min ago
Morey Faith
I love this ❤️❤️
12 likes
3 Replies
2 min ago
Matheus Ferrero
I also tried this last week and... more
14 likes
2 Replies
2 min ago
Nico Marks
✅ definitly on my try list
41 likes
3 Replies
3 min ago
Clarissa Appiah
🔥 🔥 🔥
11 likes
Reply
3 min ago
Connor Wikins
🔥 🔥 🔥 I think I will try this
2 likes
2 Replies
4 mins ago
Mathias Starte
I just made the “rsmoked tofu and hummus” from
Vegan way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Vegan Community
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Comments
This is similar to
Post
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Recipes
Restaurants
Community
Favourites
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Peruvian party
Vegan tomato toast
Add new recipes to favourites
Home
community
Shopping list
Favourites
Recipes
Restaurants
Community
Favourites
v
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Vegan platz
Vincent vegan
Add new restros to favourites
Home
community
Shopping list
Favourites
I just made the “smoked tofu and hummus” from Vegan
way weight loss plan and it is awesome!
Tips: leave the tofu for 30 extra seconds
Mathias Starte
feb 23
view all 15 comments
I visited the “Vegan royale platz” yesterday and it
was great. I recommend “vegan tempeh bowl”
Mary Sanders
12.45
view all 15 comments
Favourites
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Recipes
Restaurants
Community
Home
community
Shopping list
Favourites
Hamburger menu, Vegan restaurants page (we request access to user’s location to return vegan restaurant results in relation to user’s distance and location from these Vegan restaurants):
Appetizers
Vegan mix
Polenta bruschetta
View all appetizers
Main dishes
Vegan banh mi
Aub. Chickpea penne
View all main dishes
Desserts
Peruvian party
pumpkin cupcakes
View all desserts
Back
v
v
v
Search lunch menu
Home
community
Shopping list
Favourites
All Launch recipes
Home
Vegan restaurants
recipes
My account
settings
Help center
Log out
Less than 20km from me
Rooted roots
Valued vegan
View all restaurants
20-50km from me
Vincent vegan
Vegan platz
View all restaurants
More than 50km from me
Vegan totale
Chay village
View all restaurants
Back
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
Less than 20km from me
XXXX restaurant
XXXX restaurant
View all restaurants
20-50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
More than 50km from me
XXXX restaurant
XXXX restaurant
View all restaurants
Back
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Search restro
Home
community
Shopping list
Favourites
Vegan restaurants
To access vegan restaurants near you, we need to access your location:
Allow
Allow only when using app
Deny
learn more
Empty states (search results, shopping list) and search results for Soy-free (as an example)
Vegan lasagne bowl
Polenta vegana
Vegan banh wraps
Aubergine penne
Vegan banh mi
Aub. Chickpea penne
Peruvian party
pumpkin cupcakes
Back
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sSearch lunch menu
Soy-free
53 results for “soy-free”
Home
community
Shopping list
Favourites
All Launch recipes
Back
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sSearch lunch menu
stt
Back to launch recipes
Search Results
Sorry, we couldn’t find any matches
for ‘stt’
Please try searching with another term
Home
community
Shopping list
Favourites
All Launch recipes
Shopping list
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You haven’t added any ingredients yet,
go to Recipes to find a recipe and add
ingredients
Add to shopping list
Home
community
Shopping list
Favourites
‘My achievements’ page: with summarized user achievements to boost users’ sense of accomplishment and also an option to share on Vegan community, facebook and instagram, and the filter feature:
Category
Cooking method
Cuisine
Diet
Speed
Reset filter
Filter results
Filter
v
v
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My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
v
v
v
My achievements this month
This month you made:
12 vegan meals
saved 15kg of Co2 emissions
Share my achievements
You rock Grace!
contributing to a greener and cleaner planet
Co2 saved
This is estimated based on the standard Co2 calculator for similar non-vegan meal options...learn more
For the future,
1. I would love to a take a deeper dive and to further explore the Nutritional Facts and how to use these to create a meal schedule for users with their specific needs in mind.
2. Leaderboards- gamification of vegan community section and give users a chance to win awards to further boost user engagement
Overall,
I had a really great time with this project and I loved the creative freedom from the UX Research to the UI Design and even Testing phase and I’m proud of the outcome and had a lot of fun taking the lead and designing something end-to-end myself!
❤ Thank you for viewing this project!
Retrospective
