Woohee





Vegan Mode

My RoleStrategy, UX/UI design

Team
Jisoo Bae / Strategist
Hyewon Lee / Motion Designer
Duration5 months

Recognition
Young Ones One Show
MAD STARS Vegan Mode is a mobile application that automatically filters out animal products from installed apps with just one tap.

I participated as a team lead and a UX/UI designer by initiating the concept and building a design structure throughout the entire project.





Overview

Problem

As a Young Ones brief, People for the Ethical Treatment of Animals (PETA) challenged us to raise awareness on animals’ rights and end speciesism.

Despite rising interest in healthy lifestyle, people are still struggling to motivate themselves engaging vegan consumption due to lack of information and resources.


Outcome

A mobile platform linked to shopping / grocery apps that are already installed to user’s device to filter out animal products and encourage plant-based consumption.

Main features include:
  • Marketplace with three different categories - clothing, food, and cosmetics
  • Toggle button to turn on and off the vegan mode of different apps
  • Purchase history tab with consumption tracking and ecological impact made by users 


Final Design







Research

User Interview

To get a baseline understanding of vegan lifestyle, I conducted 5 empathy interviews. Key findings include:

  • Users are often discouraged for consistent vegan diet due to lack of motivation
  • Users feel frustrating from going through extra steps to find whether something is vegan or not






Competitive AnalysisI have explored various vegan-related apps already in the market. While many apps focus on providing alternative restaurants and food recipes, none of them suggest ways to exercise vegan through clothing and cosmetic items.

We found an opportunity here - to provide widen range of options so that we can encourage users to practice vegan that’s not only limited to food.



User Journey

Based on user scenario, specifically focused on a clothing category, user journey map identified opportunities to resolve the frustration and challenges faced among vegan individuals.

Some of the opportunities uncovered:

  • Encourage users to share reviews for supportive and sustainable system
  • Constantly motivate users of the impact they make regarding the environment and animal lives
  • Provide non-vegan products as well as vegan to give users more freedom and wide range of choice






Design Process

Wireframes





Preference Testing

I have conducted 2 weeks of preference testing among users who are interested in purchasing vegan products.

Results of preference testing include:

  • Users prefers less depth in the screen to minimize cognitive load
  • Participants showed confusion during the onboarding due to the repetition in design




Iteration

Based on the preference testing outcomes and participants’ feedback, I have iterated main screens:

  • Participants were confused about the purpose of the big toggle button on the top. To address the issue, I highlighted the feature with background color as well as labeled its purpose clearly.
  • Icons as main visual element for each category can potentially lead to loss of visual anchors and lack of accessibility, so main visual elements were replaced to fixed image and icons were used as informative sub-visual elements.






Solution

Key Feature 1


Link Vegan Mode
Share data from already-installed shopping apps with the Vegan Mode application. After giving the permission, activate apps you’d like to use with the Vegan Mode on.






Key Feature 2


Marketplace
Food is not the only way to protect animals from specisism. Be aware of what you wear and engage in mindful consumption, more than just food.



Key Feature 3


Impact Made by You
Track the ecological impact made by you. Weekly consumption, categories of purchased items, reviews, and keywords are available to share.





Outcome

Results

Luckily, this project won Merit in Young Ones One Show!



Key Takeaways

This project was initially starting as an advertising idea for People for Ethical Treatment of Animals (PETA). While it’s heavily focused on creative concept and strategy, I made sure its solution came from users’ pain points.

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