Veganz app

Veganz Group AG is a vegan brand headquartered in Berlin, German. They became known as the first vegan supermarket chain in Europe, and just a few years later, they started their product line. Veganz targets vegans, vegetarians, flexitarians, or anyone interested in plant-based products.

Disclaimer: This is a personal project/exercise, the prompt was "Create an app for your favourite store".
Project type
E-commerce app

Project Overview

The problem
Busy workers and commuters lack time to go shopping for specific vegan products.

The goal
Design an app for Veganz that allows users to easily order and receive the groceries at home when it suits them.

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, and iterating on designs.

Understanding the user

User Research
Problem statements
User journey maps

I conducted interviews to understand the users and their needs. Through research, I identified a user group of working adults who don’t have time to go shopping for specific vegan products. They particularly mentioned visiting different supermarkets, commuting to get what they need, and arriving on time for opening hours.

Competitive landscape

I conducted a competitive audit on three brands in the same market. By comparing the ordering experience, including the product offering, value proposition, features, accessibility, user flow, navigation, and general brand points, I developed a report on their strengths, weaknesses, gaps, and opportunities.
The competitors only offer a web-based store, so there is a clear opportunity to create an app base store.

Off with design

User Flow
Paper wireframes
Digital wireframes

I start with User flow and Rough sketches to get my initial thoughts on paper and brainstorm new ideas for specific UI elements.

Usability studies

Low fidelity prototypes
Usability Studies

Findings from the usability study helped guide the designs. They determine where improvements could be made and allow new ideas from the desires and needs of the users.

Take aways

I learned that usability studies and peer feedback are crucial for each iteration of the application design. They shape the product.  One quote from peer feedback: "I would love to have an app like this. At the moment, there is nothing like this in the market, dedicated only to plant-based products."