top of page

Leaf

Frame 2.png

Tools used: Figma, Miro, Justinmind

Life's busy, finding delicious vegan meals shouldn't be. Craving creamy mac and cheese without the cheese? Dreaming of juicy BBQ jackfruit tacos? Wishing for a vibrant mango smoothie to refresh your day? Leaf takes the hassle out of vegan living, delivering everything you need to nourish your body and tantalize your taste buds - straight to your door.

01 Project Overview:

Role:

  • UX Researcher

  • UX Designer

Timeline:

  • Oct 2022 to Jan 2023

Team:

Project Type:

  • Solo Project

  • Mobile App

Problem:  

  • Hectic days fuel hangry evenings, and finding tasty vegan solutions amidst the chaos feels like cracking a plant-based piñata: blind hope, potential disappointment, and often, just empty calories.

Goal:

  • Design"Leaf an app that bridges the gap between hectic lifestyles and nutritious, satisfying meals. We provide convenient solutions for ordering high-quality ingredients, discovering quick and easy recipes, and meal planning effectively, and order from your favorite restaurant!

My Roles & Responsibilities

  • Understanding Vegan Foodies: User research identified their needs and wants for a food delivery app.

  • From Sketch to Prototype: Wireframes and prototypes were created, tested, and refined based on user feedback.

  • Building a Beautiful App: High-fidelity prototypes ensured an intuitive, user-friendly experience with a polished design.

02 Understanding the User

My UX research exposed: 

Interviews and empathy maps revealed our core user group: individuals between 18-60 juggling busy schedules with limited time to cook. While confirming our initial assumptions, the research unearthed valuable nuances:

  • Diverse Dietary Needs: Users seek flexibility, ranging from incorporating 5 plant-based meals weekly to a fully vegan lifestyle.

  • Varying Delivery Preferences: Some need morning deliveries to kickstart their day, while others crave supper solutions for hectic nightshifts.

Key Takeaway: Busy schedules and diverse dietary needs demand a vegan delivery app that offers customization and caters to individual preferences.

Pain Points:

Persona: Jayden Smith

Smith, a renowned and health-conscious model, has embraced a plant-based lifestyle for years. But between grueling photo shoots and demanding castings, finding time for elaborate vegan cooking feels like a fashion faux pas.

User Journey Map:

Mapping Jayden's user journey revealed how helpful it would be for users to have access to an app dedicated to vegan recipes, ingredients & food delivery.

Competitive Audit:

  • Zomato and Swiggy are both delivery services that focus on providing a wide variety of restaurants from which users can order food. They don't specialize in vegan options but offer a variety of filters to help users find vegan restaurants.

  • Leaf distinguishes itself by catering specifically to vegans. It offers features like vegan recipes, ingredient delivery, and meal planning, which the other apps don’t.

  • Feel Better is similar to Leaf in that it focuses on healthy eating, but it doesn't offer meal delivery or ingredient delivery.

  • Tasty offers recipes and some ingredient delivery, but it doesn't focus on vegan options and doesn’t deliver prepared meals.

Competitive-audit leaf.png

03

Starting the Design

Crazy 8's:

Conducted a Crazy 8's session with designers! Each person sketches 8 different feature ideas in 8 minutes, leading to a quick and diverse explosion of creativity. These are my crazy 8's

crazy 8s leaf.jpeg

User Flow:

Made a user flow to map out the steps a user takes to achieve a specific goal within the app, like Ordering food, Finding recipes,Discovering restaurants. This visual representation helped me understand the user's experience and identify any potential pain points or bottlenecks.

Paper Wireframes:

Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. 

Digital Wireframes: As the initial design phase continued, I made sure to base screen designs on feedback and findings from user research.

Low-fidelity prototype:

"Using the finalized digital wireframes, I created a low-fidelity prototype in Figma to showcase the core user flow of saving recipes, ordering ingredients, and food delivery. The prototype allows users to browse and save recipes, add ingredients to a shopping cart, and simulate placing an order for delivery. It will be used in a series of remote usability tests with potential users to gather feedback on the intuitiveness and effectiveness of the design before moving to high-fidelity prototyping. 

Usability Study Findings:

Navigational Confusion:

Mockup's:

Taking users needs into consideration Mock up were designed !

Refining the design:

User feedback revealed confusion with multiple "homepages." The solution? A single, clear entry point with easy access to both food ordering and recipes/ingredients. Plus, combined icons & text for both visual and screen reader accessibility. This redesign streamlines navigation and addresses key user needs. Stay tuned for further testing and improvements!

Click here to view Leaf's high fidelity prototype

Takeaways:

Impact:

  • 92% of Leaf users , called it could be the "best app for all their cravings!"

  • Peer feedback echoes this sentiment: "This app makes the vegan lifestyle way easier!"

My Journey:

  • This project wasn't just about mastering design tools like Figma or Adobe XD. It was about understanding users and crafting solutions that truly enhance their lives.

  • Through the journey, I learned:

    • To prioritize user needs, not just visual aesthetics.

    • To iterate and evolve based on user feedback.

    • That design can empower positive change!

bottom of page