Veggie Hunter

Veggie Hunter

Led and designed a Mixed Reality experience that transforms how users perceive 'ugly' vegetables through playful interaction and storytelling, achieving measurable behavior change and exceptional usability scores.

Role

Design Lead Project Management

Collaboration

4 Designers, 4 Developers

Timeline

Jan 2024 - Jul 2024

Platform

Responsive Web App

Outcome

81.5 SUS Score (Excellent) 60% Purchase Intent Increase

Context

How might we change mindsets around food waste?

Every year, up to 30% of edible produce is discarded just because of its appearance. This project, a collaboration with four other designers, was born from a shared belief: that design can challenge mindsets. While we couldn't change the supply chain, we could influence perception.

10%

of global greenhouse gas emissions is accounts by food waste

132kg

of food waste per person is generated in the EU, with 54% originating from households.

$15.4B

worth of edible fruits and vegetables are left unharvested in the fields because of strict cosmetic standards.

30%

of fruits and vegetables are discarded annually due to their appearance in EU.

10%

of global greenhouse gas emissions is accounts by food waste

132kg

of food waste per person is generated in the EU, with 54% originating from households.

$15.4B

worth of edible fruits and vegetables are left unharvested in the fields because of strict cosmetic standards.

30%

of fruits and vegetables are discarded annually due to their appearance in EU.

10%

of global greenhouse gas emissions is accounts by food waste

132kg

of food waste per person is generated in the EU, with 54% originating from households.

$15.4B

worth of edible fruits and vegetables are left unharvested in the fields because of strict cosmetic standards.

30%

of fruits and vegetables are discarded annually due to their appearance in EU.

Challenge

Users avoid 'ugly' produce due to deeply rooted biases

Our research with 30 participants identified three core barriers: people's assumptions about 'ugly' produce, a lack of knowledge about their stories, and cooking uncertainty. We saw these barriers as opportunities to transform bias into curiosity.

Users avoid 'ugly' produce due to deeply rooted biases

Our research with 30 participants identified three core barriers: people's assumptions about 'ugly' produce, a lack of knowledge about their stories, and cooking uncertainty. We saw these barriers as opportunities to transform bias into curiosity.

Users avoid 'ugly' produce due to deeply rooted biases

Our research with 30 participants identified three core barriers: people's assumptions about 'ugly' produce, a lack of knowledge about their stories, and cooking uncertainty. We saw these barriers as opportunities to transform bias into curiosity.

Provide

cooking ideas

Provide

cooking ideas

Provide

cooking ideas

Don't know

how to cook it

Don't know

how to cook it

Don't know

how to cook it

Tell their

interesting story

Tell their

interesting story

Tell their

interesting story

Don't know

their stories

Don't know

their stories

Don't know

their stories

Make users

feel attached

Make users

feel attached

Make users

feel attached

Don't buy

these veggies

Don't buy

these veggies

Don't buy

these veggies

Solution

Transforming bias with Mixed Reality

We designed a Mixed Reality experience to turn bias into curiosity. Users can scan 'ugly' vegetables to unlock digital characters that share their unique stories, appearances, and cooking methods. This approach bridges physical shopping with digital storytelling, making sustainable choices fun and rewarding.

Transforming bias with Mixed Reality

We designed a Mixed Reality experience to turn bias into curiosity. Users can scan 'ugly' vegetables to unlock digital characters that share their unique stories, appearances, and cooking methods. This approach bridges physical shopping with digital storytelling, making sustainable choices fun and rewarding.

Transforming bias with Mixed Reality

We designed a Mixed Reality experience to turn bias into curiosity. Users can scan 'ugly' vegetables to unlock digital characters that share their unique stories, appearances, and cooking methods. This approach bridges physical shopping with digital storytelling, making sustainable choices fun and rewarding.

Digital

Experience

Storytelling

Digital

Experience

Storytelling

Physical

Experience

Collect veggies

Physical

Experience

Collect veggies

Define core user and user flow

Our design process began by defining a core persona: a young, tech-savvy, and environmentally conscious individual. We then mapped their journey across two distinct contexts: the supermarket and at home. This approach allowed us to create a lightweight, curiosity-driven in-store experience, while the at-home experience focused on deeper engagement through storytelling and personalization. This two-part flow was crucial for aligning our design with real-world behaviors.

Define core user and user flow

Our design process began by defining a core persona: a young, tech-savvy, and environmentally conscious individual. We then mapped their journey across two distinct contexts: the supermarket and at home. This approach allowed us to create a lightweight, curiosity-driven in-store experience, while the at-home experience focused on deeper engagement through storytelling and personalization. This two-part flow was crucial for aligning our design with real-world behaviors.

Define core user and user flow

Our design process began by defining a core persona: a young, tech-savvy, and environmentally conscious individual. We then mapped their journey across two distinct contexts: the supermarket and at home. This approach allowed us to create a lightweight, curiosity-driven in-store experience, while the at-home experience focused on deeper engagement through storytelling and personalization. This two-part flow was crucial for aligning our design with real-world behaviors.

Choosing Our Heroes: Carrot, Paprika, and Apple

We selected the carrot, paprika, and apple as our heroes based on user research and agricultural reports, as they are most often discarded due to their appearance. Each was chosen for a distinct visual identity that supported our storytelling: the carrot's quirky shape, the paprika's vibrant colors, and the apple's resilient spots. By transforming their imperfections into unique personalities, we aimed to help users see them as special and emotionally relatable, not as flawed.

Choosing Our Heroes: Carrot, Paprika, and Apple

We selected the carrot, paprika, and apple as our heroes based on user research and agricultural reports, as they are most often discarded due to their appearance. Each was chosen for a distinct visual identity that supported our storytelling: the carrot's quirky shape, the paprika's vibrant colors, and the apple's resilient spots. By transforming their imperfections into unique personalities, we aimed to help users see them as special and emotionally relatable, not as flawed.

Choosing Our Heroes: Carrot, Paprika, and Apple

We selected the carrot, paprika, and apple as our heroes based on user research and agricultural reports, as they are most often discarded due to their appearance. Each was chosen for a distinct visual identity that supported our storytelling: the carrot's quirky shape, the paprika's vibrant colors, and the apple's resilient spots. By transforming their imperfections into unique personalities, we aimed to help users see them as special and emotionally relatable, not as flawed.

Brand design workshop workflow

As a visual communication designer, I led a workshop to define our brand's core values. This process resulted in a clear brand architecture, which served as the foundation for our entire design system and ensured a unified experience across all interactions.

Building a playful and scalable design system

To ensure consistency and seamless collaboration with designers and developers, I created a modular design system rooted in our brand essence. I leveraged Figma variables and the Tailwind CSS framework to support fast iteration while maintaining visual consistency. This foundation allowed our team to create a playful and cohesive experience, especially when customizing characters and scaling the project.

Building a playful and scalable design system

To ensure consistency and seamless collaboration with designers and developers, I created a modular design system rooted in our brand essence. I leveraged Figma variables and the Tailwind CSS framework to support fast iteration while maintaining visual consistency. This foundation allowed our team to create a playful and cohesive experience, especially when customizing characters and scaling the project.

Building a playful and scalable design system

To ensure consistency and seamless collaboration with designers and developers, I created a modular design system rooted in our brand essence. I leveraged Figma variables and the Tailwind CSS framework to support fast iteration while maintaining visual consistency. This foundation allowed our team to create a playful and cohesive experience, especially when customizing characters and scaling the project.

A journey through the app: from scan to share

We designed the entire app flow to be intuitive and engaging, starting with a simple onboarding carousel that introduces the core actions: Scan-Meet-Share. The in-store Mixed Reality experience allows users to 'collect' veggies as playful avatars. These are then saved in 'My Basket,' the main home screen, encouraging users to discover more. From the basket, users can explore a veggie’s unique story, decorate its avatar, and share it on social media. The entire journey is a blend of quick, physical interaction and meaningful digital engagement.

A journey through the app: from scan to share

We designed the entire app flow to be intuitive and engaging, starting with a simple onboarding carousel that introduces the core actions: Scan-Meet-Share. The in-store Mixed Reality experience allows users to 'collect' veggies as playful avatars. These are then saved in 'My Basket,' the main home screen, encouraging users to discover more. From the basket, users can explore a veggie’s unique story, decorate its avatar, and share it on social media. The entire journey is a blend of quick, physical interaction and meaningful digital engagement.

A journey through the app: from scan to share

We designed the entire app flow to be intuitive and engaging, starting with a simple onboarding carousel that introduces the core actions: Scan-Meet-Share. The in-store Mixed Reality experience allows users to 'collect' veggies as playful avatars. These are then saved in 'My Basket,' the main home screen, encouraging users to discover more. From the basket, users can explore a veggie’s unique story, decorate its avatar, and share it on social media. The entire journey is a blend of quick, physical interaction and meaningful digital engagement.

Result

Validated design impact through usability testing

Over a short period, we conducted 4 rounds of usability tests with 56 participants and implemented 6 design iterations. Our final solution achieved an 81.5 SUS Score and a 90 Learnability score. Most importantly, the tests validated that emotional design can drive behavior change: 60% of participants expressed willingness to buy 'ugly' vegetables after using the app.

Validated design impact through usability testing

Over a short period, we conducted 4 rounds of usability tests with 56 participants and implemented 6 design iterations. Our final solution achieved an 81.5 SUS Score and a 90 Learnability score. Most importantly, the tests validated that emotional design can drive behavior change: 60% of participants expressed willingness to buy 'ugly' vegetables after using the app.

Validated design impact through usability testing

Over a short period, we conducted 4 rounds of usability tests with 56 participants and implemented 6 design iterations. Our final solution achieved an 81.5 SUS Score and a 90 Learnability score. Most importantly, the tests validated that emotional design can drive behavior change: 60% of participants expressed willingness to buy 'ugly' vegetables after using the app.

Reflection

Leading the project to a meaningful impact

Beyond UX design, I led not only project management but also defined the overall design direction, serving as the primary communication bridge between our team and developers. This experience taught me how to balance creative problem-solving with cross-functional leadership, especially when designing for Mixed Reality where physical interaction adds complexity and emotional depth to the user experience. Our broader impact became clear when we were invited to present our project at World Usability Day (WUD), reinforcing the power of design stories to inspire meaningful conversations about inclusive, sustainable design practices.

Leading the project to a meaningful impact

Beyond UX design, I led not only project management but also defined the overall design direction, serving as the primary communication bridge between our team and developers. This experience taught me how to balance creative problem-solving with cross-functional leadership, especially when designing for Mixed Reality where physical interaction adds complexity and emotional depth to the user experience. Our broader impact became clear when we were invited to present our project at World Usability Day (WUD), reinforcing the power of design stories to inspire meaningful conversations about inclusive, sustainable design practices.

Leading the project to a meaningful impact

Beyond UX design, I led not only project management but also defined the overall design direction, serving as the primary communication bridge between our team and developers. This experience taught me how to balance creative problem-solving with cross-functional leadership, especially when designing for Mixed Reality where physical interaction adds complexity and emotional depth to the user experience. Our broader impact became clear when we were invited to present our project at World Usability Day (WUD), reinforcing the power of design stories to inspire meaningful conversations about inclusive, sustainable design practices.

Email
soyeon.design@gmail.com

@ 2025 Soyeon Kim.

Email
soyeon.design@gmail.com

@ 2025 Soyeon Kim.

Email
soyeon.design@gmail.com

@ 2025 Soyeon Kim.