6. Persona - Meet Mary!
“It's difficult to eat spontaneously”
Goals:
• To find a vegetarian meal in London fast when on the go
• To enjoy a healthy nutritious meal tailored to her vegetarian type
Needs:
• To quickly view a menu to decide whatever to eat in the restaurant
• To know what nutritional values she is gaining from her meal
Age: 25
Marital Status: Single
Occupation: Web Digital
Location: London
Vegetarian Type: Lacto ovo
Partner: Non-vegetarian
Friends: Mostly non-vegetarian
Pain points:
• Unable to see vegetarian options clearly in restaurants online
• Existing websites and apps are out of date and hard to find recommendations still
advertise restaurants that are closed down
• Difficulty to eat out with friends and enjoy a good meal
Mary
Behaviours:
Caring
Sensitive
Ecological
Web and App usage:
Twitter
Timeout
Yelp
Guardian
Happy Cow
Trip Advisor
Google Search
7. Competitors - What is Mary using?
Timeout Google Search Other AppsHappy Cow
Broken Hope you enjoy
zooming!
A bit lazyOut of Date
TripAdvisor
No Menu
8. Competitor Analysis - Whats missing?
Nearby
restaurants
Map
Recent
Activity
Check in Profile
Search for
restaurants
Cuisine Type
search
Favourites User Reviews
Recommendati
ons/likes
User Photos
Restaurant
Contact
information
Share via
social media
Feedback for
app
Food mileage Organic filter
Nutritional
information
Dish Photos
Happy
Cow
Vegetarious
Vegman
Biteappy
Restaurants
Finder
Yo dish
Veggie chops
10. Feature Prioritisation - Focus on making an Impact
High Impact
• Prioritise vegetarian options over meat
• Provide Nutritional Value online
• Display food mileage
14. App vs Website
V+M is a hybrid responsive web app it only needs to know your location!
which can be done in a browser!
Geolocation API released in 2011 pretty sure its safe!
18. Lo Fi to Hi Fi - Home page iteration
No need for map view
many apps and websites
have solved get from
A to B problem
Previously had a menu
preview on home page
users thought its was a
one page scrolling site
sorting options were
added and tested
icons they were clear
enough affordances
Ran first hi fi test, users
couldn’t really see
sorting options at the
bottom, users didn't
recognise organic and
vegan icons
Improved colour
contrast for bottom
sorting options
created new icons for
organic and vegan to
match this style
19. Lo Fi to Hi Fi - Restaurant Information iteration
First step use 80/20
rule to prioritise meat
over veg
Made this clearer by
using colour contrast
Add supporting
nutritional content and
sorting options in same
place as previous state
Hi-fi Add icons for
navigation less than
5 for memorability
Increase colour
contrast and text sizes
for hierarchy and
clarity
20. Visual Design/Branding
Font = Futura Modern, web safe, sans-serif body text readable on a small screen - Futura
has an appearance of efficiency and forwardness with a clean geometric
appearance, the design of Futura avoids the decorative, eliminating
nonessential elements which can be the goal of v + m.
Colours
Tone of voice Hero - Always there when you need one! Like this site!
22. Whats next for V+M? - Feature Prioritisation Roadmap
Now Next Later
High Impact! this also reduces design debt by testing!
Test on Vegans Research possibly of adding
further nutritional information
Research possibility
of incorporating food miles
23. Should this digital product exist?
Think about the health and environmental benefits if more people were
vegetarian, we need to get restaurants to think about this more.
Maybe more people would convert to vegetarianism or just reduce
their meat intake, if more vegeterian options were available on menus.
It could make a major impact…
