Logo, app design, and coded prototype for an app helping people transition to vegetarianism.
I was tasked with creating a prototype for Vegpledge, an app meant to help people transition to vegetarianism. The app would help users find restaurants with vegetarian and/or vegan options, find recipes, and set time-bound goals for eating at least one vegetarian meal for a certain number of days to earn badges.
I designed and coded a prototype using HTML, CSS, JQuery, and some Bootstrap components. I decided to use a warm color palette for the app to subconsciously combat the assumption that becoming a vegetarian means primarily eating cold foods like salads.
Using research about the goals and pain points of aspiring vegetarians, I tweaked the app concept, adding an encouraging goal-setting system (using daily seeds that turn into carrot badges) that would help provide an alternative to an all-or-nothing, cold turkey transition. I also added a recipe tab to make vegetarianism more accessible to people who might not be able to afford to eat out often.
App Design
I used my research, my prototype, and an example of a potential user persona to create an app pitch video (seen below), in which I explain the logic behind the UX and UI and do a walkthrough of the prototype and the code.
User Persona - 0:37
Reasoning Behind Accomplishments Tab - 1:23
Research on Pain Points - 2:23
Vegpledge’s Unique Value - 2:55
Prototype Walkthrough - 3:45
Code Walkthrough - 6:15
Logo Design
For my logo design, I knew I wanted to quickly communicate vegetarianism while using a warm focal color to combat the association between plant-based diets and and cold foods. I also felt that creating a green logo would be too cliché and predictable. I decided to fill in the negative space in the “v” to create an abstract carrot and make the entire logo orange, with a touch of green for the crown-shaped carrot top. This carrot motif shows up on the accomplishments tab of the app in the form of badges earned after successfully completing goals,
I decided to make the entire logo lowercase and used a font with quirky touches like the tilted “e” to give the logo a youthful, casual feel that would appeal to the younger target audience.