The challenge
The solution
The process
Vega app
Design an experience that raises awareness about the carbon footprint of food choices without overwelming or guilt-tripping users.
THE SOLUTION
Vega is a supportive, education-driven app that helps users understand the carbon impact of their food choices through a simple carbon foodprint calculator, and guides them toward more sustainable habits.
The goal was to translate complex enviormental and health data into an accesible, motivating experience that supports people who want to reduce their eviormental and animal-cruelty impact while maintaining healthy eating habits.
Rol: UX Designer
BENEFITS
Using Vega,will allow you to
Calculate your own footprint
Understand how your actions impact on planet health and what you can improve on your lifestyle to decrease it.
Join our challenges!
Keep up with your decrease impact goal by joining our challenges. No excuses, only use our guidance!
See your progress
Wondering how the change in your actions help for real to make a change on the planet?. We got you!
Meat-free recipes
You struggle to find the time to scroll the internet or libraries to find the recipes to match your new diet? In Vega you will find them all in one click!
HAVE MORE TIME? DIG IN!
THE PROCESS
Vega the design process explained
AGILE
WORKING ON SPRINTS
In order to work in a iterative and incremental approach, as team we organized our work on sprints. Our MVP endures 3 Sprints in which we cover the priority top level stories that give values to the users on Vega.
Our user stories were priorized on user value and design effort using Fibonacci´s scale and User mapping story.
CHALLANGES
Our backlog is about 24 user stories summed it up in 4 epics:
ECOLOGICAL IMPACT
Help the user to know the actions they do that can be improved.
MOTIVATION
Help them to maintan their change when routine and life gets in the middle.
MEAT ALTERNATIVES
Provide inspiration, support and facilitate the diet compliance by providing recipes and challanges to support whil the user form them new habits.
COMMUNITY
Provide a space where experienced and newbies can interact and nuture.
RESEARCH
Understanding the problem
In the aim to frame the challenge, we adopt an continuos discovery approach during this whole project. In doing so, we allow our team to continuosly validate with users along side this project.
We did some cuantitative (forms) and cualitative (guerrilla and deep interviews) research that allows us to understand the problem and to define our users.
Then, when our first prototype was achieved, we confront it with the users by user testing obtaining valuable insights that after iterating we test again with some A/B testing to dispel doubts arounds.
Last but not least, as UX researcher, I planned and facilitated a Workshop of co-creation along volunteer users. In this ocasion, we did three dynamics: focus group; co-creation design challenge of our new feature; and testing some competition-market apps to understand the need and use of a our new feature.
Consumer type
32,5%
reduce their meat intake
Meat eaters (67,5%), Non meat eaters (9,5%), and Flexible eaters (23%).
Matches the profiles seen on interviews as those who already have a meat-free diet (vegan, veggie, etc); those who are wondering arround trying to do so (reducing), and those who never see that has an option (meat-eaters)
Level of commitment
85,1%
willing to reduce the intake
People are more keen to reduce that to stop completely their meat intake (20,27%).
The flexibility with which they approach their engagement is indicative of their profile type
*Insight from the cuantitatives (Forms)
*Insights from the cualitative (guerrilla and full depth interviews)
RESEARCH
Uncovering the users
During the definition stage, we work from crossing differente perspectige and lens for uncover Arquetypes, evolved to what those have in common to found Profiles, and from there we define and create our User Personas through validation on interviews.
Our users are: Experts: people who has already done change (vegans, veggies, etc) and Motivated: people who wants to star their journey reducing their meat intake
🦁
🦔
🦘
🦌
ARCHETYPES
PROFILES
USER PERSONAS
USERS
Who you are if you are using VEGA
Advanced meat-free lifestyles (Vegan, Veggies, Flexitarian, etc)
User beginning the meet-free journey
PRODUCT VISION
Friendly, Soft, Minimalistic, Clear and Honest
Vega is designed to be as real and natural as the best food is. Colors present on nature as greens and yellow in soft tones were choosen to evoque an optimistic approach on a enviormental crisis theme behind our solution.
ECOLOGICAL IMPACT
How can we reduce uncertainty about its impact?
"I would like you to tell me how my behavior impacts and how the environment is getting better or worse and to what extent thanks to my change."
- Laura
"One day I saw a documentary on food production that talked about how if each person's consumption was cut in half there would be a drastic reduction in global pollution."
- Fede
"As a user I want to know my personal impact on the environment to understand the importance and to motivate myself".
Reasons
72,7%
reduce meat intake a cause of enviormental concerns
Followed by: Animal suffer (63,6%) and Health reasons (45,4%)
In addition as seen in interviews, a change in the lifestyle on close friends and family made re-think and self-reflect on their diet.
MOTIVATION AND MEAT ALTERNATIVES
How can we offer support to those who decide to move towards lower impact consumption and reduce their meat consumption?
" I want to receive information on the steps to reduce my meat consumption in a healthy way and to be able to do it easier when I am lazy, or have doubts".
- Fede
"As a user I want to know alternatives to meat recepes".
Steps by steps challaneges to initiate with concious recipes.
Difficulties
37,1%
found lack of meat alternatives as main difficulty
Follow by: sharing socialy events or dinners(22,6%), Nutrition concers -Enough variaty and non meat options-, economical (12,5%) and time(11,4%).
The flexibility with which they approach their engagement is indicative of their profile type
Next steps
ECOLOGICAL IMPACT II
One thing the two profiles of users of Vega have in common is their concious about the life cycle of the products and the waste management.
“One thing is what i can do, and another what I can do with what its provide for me on the market"
"I want to know the ecological impact of the products I consume"
- Laura
"As a user I want to see the possible alternatives to the food I have bought so that I know what I can substitute the product with meat."
- Fede
COMUNITY
hOW CAN WE USE THE MOTIVATION OF THE EXPERT TO PROMOTE RAPID LEARNING AND THE MOTIVATION OF THE MOTIVATED?
“I would like to see more people join the vegetarian or vegan community, maybe it would be less difficult on a social level to live a vegetarian or vegan lifestyle. There would be more choice in restaurants, vegan alternatives would be cheaper, etc."
- Laura
"My environment helps me because I have many vegetarian friends and this makes it easier for me to look for alternatives when it comes to eating".
- Fede
WORKSHOP WITH USERS
OTHER WORKS
Travel Beyond
How to design an attractive Landing Page to sell space travels?
MoodFlix
Many people find it difficult to find films to watch that match their mood
Back to top
Vega app
Design an experience that raises awareness about the carbon footprint of food choices without overwelming or guilt-tripping users.
THE SOLUTION
Vega is a supportive, education-driven app that helps users understand the carbon impact of their food choices through a simple carbon foodprint calculator, and guides them toward more sustainable habits.
The goal was to translate complex enviormental and health data into an accesible, motivating experience that supports people who want to reduce their eviormental and animal-cruelty impact while maintaining healthy eating habits.
Rol: UX Designer
BENEFITS
Using Vega,will allow you
Get to know your footprint
Understand how your actions impact on planet health and what you can improve on your lifestyle to decrease it.
Join our challenges!
Keep up with your decrease impact goal by joining our challenges. No excuses, only use our guidance!
See your progress
Wondering how the change in your actions help for real to make a change on the planet?
We got you!
Meat-free recipes
Do you struggle to find the time to search the recipes that match your new lifestyle? In Vega you will find them all in one click!
HAVE MORE TIME? DIG IN!
THE PROCESS
Vega the design process explained
AGILE
Working in AGILE teams
In order to work in a iterative and incremental approach, as team we organized our work on sprints. Our MVP endures 3 Sprints in which we cover the priority top level stories that give values to the users on Vega.
Our user stories were priorized on user value and design effort using Fibonacci´s scale and User mapping story.
CHALLANGES
Our backlog is about 24 user stories summed it up in 4 epics:
ECOLOGICAL IMPACT
Help the user to know the actions they do that can be improved.
MOTIVATION
Help them to maintan their change when routine and life gets in the middle.
MEAT ALTERNATIVES
Provide inspiration, support and facilitate the diet compliance by providing recipes and challanges to support whil the user form them new habits.
COMMUNITY
Provide a space where experienced and newbies can interact and nuture.
RESEARCH
Understanding the problem
In the aim to frame the challenge, we adopt an continuos discovery approach during this whole project. In doing so, we allow our team to continuosly validate with users along side this project.
We did some cuantitative (forms) and cualitative (guerrilla and deep interviews) research that allows us to understand the problem and to define our users.
Then, when our first prototype was achieved, we confront it with the users by user testing obtaining valuable insights that after iterating we test again with some A/B testing to dispel doubts arounds.
Last but not least, as UX researcher, I planned and facilitated a Workshop of co-creation along volunteer users. In this ocasion, we did three dynamics: focus group; co-creation design challenge of our new feature; and testing some competition-market apps to understand the need and use of a our new feature.
Consumer type
32,5%
reduce their meat intake
Meat eaters (67,5%), Non meat eaters (9,5%), and Flexible eaters (23%).
Matches the profiles seen on interviews as those who already have a meat-free diet (vegan, veggie, etc); those who are wondering arround trying to do so (reducing), and those who never see that has an option (meat-eaters)
Level of commitment
85,1%
willing to reduce the intake
People are more keen to reduce that to stop completely their meat intake (20,27%).
The flexibility with which they approach their engagement is indicative of their profile type
*Insight from the cuantitatives (Forms)
*Insights from the cualitative (guerrilla and full depth interviews)
RESEARCH
Uncovering the users
During the definition stage, we work from crossing differente perspectige and lens for uncover Arquetypes, evolved to what those have in common to found Profiles, and from there we define and create our User Personas through validation on interviews.
Our users are: Experts: people who has already done change (vegans, veggies, etc) and Motivated: people who wants to star their journey reducing their meat intake
🦁
🦔
🦘
🦌
ARCHETYPES
PROFILES
USER PERSONAS
USERS
Who you are if you are using VEGA
User beginning the meet-free journey
Advanced meat-free lifestyles (Vegan, Veggies, Flexitarian, etc)
PRODUCT VISION
Friendly, Soft, Minimalistic, Clear and Honest
Vega is designed to be as real and natural as the best food is. Colors present on nature as greens and yellow in soft tones were choosen to evoque an optimistic approach on a enviormental crisis theme behind our solution.
ECOLOGICAL IMPACT
How can we reduce uncertainty about its impact?
"I would like you to tell me how my behavior impacts and how the environment is getting better or worse and to what extent thanks to my change."
- Laura
"One day I saw a documentary on food production that talked about how if each person's consumption was cut in half there would be a drastic reduction in global pollution."
- Fede
Footprint calculator
"As a user I want to know my personal impact on the environment to understand the importance and to motivate me".
Reasons
72,7%
reduce meat intake a cause of enviormental concerns
Followed by: Animal suffer (63,6%) and Health reasons (45,4%)
In addition as seen in interviews, a change in the lifestyle on close friends and family made re-think and self-reflect on their diet.
MOTIVATION AND MEAT ALTERNATIVES
How can we offer support to those who decide to move towards lower impact consumption and reduce their meat consumption?
" I want to receive information on the steps to reduce my meat consumption in a healthy way and to be able to do it easier when I am lazy, or have doubts".
- Fede
"As a user I want to consult the list of ingredients on a plate in order to go to the supermarket with this list”
"As a user I want to check the nutritional constitution of the recipes to eat healthy".
Steps by steps challaneges to initiate with concious recipes.
"As a user I want to know alternatives to meat recepes".
Difficulties
37,1%
found lack of meat alternatives as main difficulty
Follow by: sharing socialy events or dinners(22,6%), Nutrition concers -Enough variaty and non meat options-, economical (12,5%) and time(11,4%).
The flexibility with which they approach their engagement is indicative of their profile type
Next steps
ECOLOGICAL IMPACT II
One thing the two profiles of users of Vega have in common is their concious about the life cycle of the products and the waste management.
“One thing is what i can do, and another what I can do with what its provide for me on the market"
"I want to know the ecological impact of the products I consume"
- Laura
"As a user I want to see the possible alternatives to the food I have bought so that I know what I can substitute the product with meat."
- Fede
COMUNITY
hOW CAN WE USE THE MOTIVATION OF THE EXPERT TO PROMOTE RAPID LEARNING AND THE MOTIVATION OF THE MOTIVATED?
“I would like to see more people join the vegetarian or vegan community, maybe it would be less difficult on a social level to live a vegetarian or vegan lifestyle. There would be more choice in restaurants, vegan alternatives would be cheaper, etc."
- Laura
"My environment helps me because I have many vegetarian friends and this makes it easier for me to look for alternatives when it comes to eating".
- Fede
WORKSHOP WITH USERS
OTHER WORKS
Travel Beyond
How to design an attractive Landing Page to sell space travels?
MoodFlix
Many people find it difficult to find films to watch that match their mood
01
The challenge
02
The solution
03
The process