2024
2024
2024
Veggie Hunter
Veggie Hunter
Product Design
Product Design
Product Design
Project Management
Project Management
Project Management
Led and designed a Mixed Reality experience to reshape perceptions of “ugly” vegetables, combining branding, UX, and iterative testing, and validated the experience using the System Usability Scale.
Led and designed a Mixed Reality experience to reshape perceptions of “ugly” vegetables, combining branding, UX, and iterative testing, and validated the experience using the System Usability Scale.
Role
Product Designer, Project Manager
Scope
UX Research, UX Writing, User Interview, Branding, Design System, UI Design, Prototyping
Duration
Jan 2024 - Jul 2024
Collaboration
4 designers, 10 developers
Platform
Web App
Tool
Figma, Notion
Overview
How might we help people see ‘ugly’ veggies as unique?
Every year, a shocking amount of fruits and vegetables are thrown away simply because they look “ugly.” In fact, up to 80% of imperfect produce is rejected before ever reaching the shelves.
This project was part of a semester-long master’s program, and required us to design a Mixed Reality experience involving physical objects. I worked with four other designers who shared the same belief: that design can change mindsets.
As UX designers, we can’t change the supply chain or pricing systems — but we can influence how people think and feel. So together, we set out to challenge aesthetic biases through a playful and engaging shopping experience using Mixed Reality.
Every year, a shocking amount of fruits and vegetables are thrown away simply because they look “ugly.” In fact, up to 80% of imperfect produce is rejected before ever reaching the shelves.
This project was part of a semester-long master’s program, and required us to design a Mixed Reality experience involving physical objects. I worked with four other designers who shared the same belief: that design can change mindsets.
As UX designers, we can’t change the supply chain or pricing systems — but we can influence how people think and feel. So together, we set out to challenge aesthetic biases through a playful and engaging shopping experience using Mixed Reality.
My Challenge Beyond Being a Designer
My Challenge Beyond Being a Designer
My Challenge Beyond Being a Designer
Beyond leading UX design, I also took on the role of project manager. I helped define design directions, assigned tasks, and acted as the key communication bridge between our team and the developers. I organized our project goals, roles and responsibilities, timeline, and documentation. I also tracked progress, managed tickets using Notion, and ensured that everyone stayed aligned and supported.
With just around five months to complete the project, time was tight — so I set up weekly sprints to keep us focused and flexible. Balancing creativity and coordination wasn’t always easy, but it taught me a lot about leadership and working cross-functionally.
What started as a school project quickly turned into a meaningful collaboration where each decision was rooted in empathy, intention, and impact.
Beyond leading UX design, I also took on the role of project manager. I helped define design directions, assigned tasks, and acted as the key communication bridge between our team and the developers. I organized our project goals, roles and responsibilities, timeline, and documentation. I also tracked progress, managed tickets using Notion, and ensured that everyone stayed aligned and supported.
With just around five months to complete the project, time was tight — so I set up weekly sprints to keep us focused and flexible. Balancing creativity and coordination wasn’t always easy, but it taught me a lot about leadership and working cross-functionally.
What started as a school project quickly turned into a meaningful collaboration where each decision was rooted in empathy, intention, and impact.
Research & Discovery
From biases to design Opportunities
From biases to design Opportunities
From biases to design Opportunities
To explore how people make decisions when shopping for produce, we conducted an online survey with 30 participants. We asked about their priorities, emotional reactions to appearance, and reasons for avoiding imperfect fruits and vegetables.
Their responses revealed three major barriers that shaped user behavior:
People don’t buy them thinking it’s spoiled.
They don’t know their stories so they don't understand why it looks different.
They don’t know how to cook them with not even shape.
To address these barriers, we translated each insight into a targeted design goal:
Emotional attachment: helping users see the veggies not as “ugly” but as “special.”
Storytelling: explain how these veggies grow and why their appearance varies.
Simple recipe suggestions: feel more confident about to cook them at home.
Each of these barriers reflects a common misconception or emotional disconnect. By mapping pain points to design opportunities, we created a foundation that guided our concept from the start.
To explore how people make decisions when shopping for produce, we conducted an online survey with 30 participants. We asked about their priorities, emotional reactions to appearance, and reasons for avoiding imperfect fruits and vegetables.
Their responses revealed three major barriers that shaped user behavior:
People don’t buy them thinking it’s spoiled.
They don’t know their stories so they don't understand why it looks different.
They don’t know how to cook them with not even shape.
To address these barriers, we translated each insight into a targeted design goal:
Emotional attachment: helping users see the veggies not as “ugly” but as “special.”
Storytelling: explain how these veggies grow and why their appearance varies.
Simple recipe suggestions: feel more confident about to cook them at home.
Each of these barriers reflects a common misconception or emotional disconnect. By mapping pain points to design opportunities, we created a foundation that guided our concept from the start.
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
Defining the Core Experience
Defining the Core Experience
Defining the Core Experience
Our goal was to reframe how people perceive imperfect produce—not through persuasion, but through interaction. To do this, we designed a core experience that seamlessly connects the physical act of grocery shopping with a playful digital extension.
When users encounter an “ugly” vegetable in the store, they can scan it using their phone. With a simple gesture, the produce is transformed into a digital avatar—creating a bridge between the physical and digital worlds. Users can then customize this avatar in the app, adding personality and building a sense of ownership. This emotional connection was key to changing how people feel about overlooked produce.
We also explored various ways to integrate this experience naturally into real shopping behavior. After evaluating different options, we decided to use stickers with visual markers as our primary entry point. By scanning the sticker on the vegetable, users are directed to download the app and begin scanning their chosen produce.
This hybrid system not only added a sense of surprise and delight to the grocery experience, but also grounded our digital concept in a tangible, real-world moment—making abstract biases visible and actionable through interaction.
Our goal was to reframe how people perceive imperfect produce—not through persuasion, but through interaction. To do this, we designed a core experience that seamlessly connects the physical act of grocery shopping with a playful digital extension.
When users encounter an “ugly” vegetable in the store, they can scan it using their phone. With a simple gesture, the produce is transformed into a digital avatar—creating a bridge between the physical and digital worlds. Users can then customize this avatar in the app, adding personality and building a sense of ownership. This emotional connection was key to changing how people feel about overlooked produce.
We also explored various ways to integrate this experience naturally into real shopping behavior. After evaluating different options, we decided to use stickers with visual markers as our primary entry point. By scanning the sticker on the vegetable, users are directed to download the app and begin scanning their chosen produce.
This hybrid system not only added a sense of surprise and delight to the grocery experience, but also grounded our digital concept in a tangible, real-world moment—making abstract biases visible and actionable through interaction.
Digital
Experience
Storytelling
Digital
Experience
Storytelling
Digital
Experience
Storytelling
Physical
Experience
Collect veggies
Physical
Experience
Collect veggies
Physical
Experience
Collect veggies
Users discover “ugly” carrots in-store, marked with playful stickers.
Users discover “ugly” carrots in-store, marked with playful stickers.
When the user scans the sticker, it triggers a mixed-reality transition into the digital experience.
When the user scans the sticker, it triggers a mixed-reality transition into the digital experience.
Persona Development
Persona Development
Persona Development
As we developed and refined our core concept, we created a representative persona to ground the experience in a relatable and realistic user profile.
Our persona was a young and environmentally conscious grocery shopper between the ages of 15 and 30. This person enjoys cooking, is curious about new technologies, and is open to playful digital experiences. We imagined them living in a shared flat (WG) in Germany, often cooking with roommates and enjoying the social side of food. They also enjoy casual gaming and are naturally drawn to character-driven interfaces and interactive design.
This persona helped us evaluate whether our concept—blending physical interaction with digital customization—would resonate with real behaviors and motivations. It served as a guide for tone, features, and interaction design throughout the process.
As we developed and refined our core concept, we created a representative persona to ground the experience in a relatable and realistic user profile.
Our persona was a young and environmentally conscious grocery shopper between the ages of 15 and 30. This person enjoys cooking, is curious about new technologies, and is open to playful digital experiences. We imagined them living in a shared flat (WG) in Germany, often cooking with roommates and enjoying the social side of food. They also enjoy casual gaming and are naturally drawn to character-driven interfaces and interactive design.
This persona helped us evaluate whether our concept—blending physical interaction with digital customization—would resonate with real behaviors and motivations. It served as a guide for tone, features, and interaction design throughout the process.
Designing for real-world behavior across two contexts
Designing for real-world behavior across two contexts
Designing for real-world behavior across two contexts
Because our experience relied on Mixed Reality, we carefully considered the two different contexts where the interaction would unfold: at the supermarket and at home.
We understood that most people don’t spend much time in grocery stores. Especially in Germany, where mobile internet in supermarkets is often limited, shoppers usually want to get in and out quickly. That’s why we designed the in-store interaction to be lightweight, intuitive, and curiosity-driven.
Imagine this scenario: While shopping, the user notices a sticker on an unusual-looking carrot. Intrigued, they scan it and are introduced to a digital experience. On their phone, the carrot becomes a unique, animated avatar. The moment is quick, surprising, and playful.
Later at home, the same user opens the app again to take a closer look at the avatar they “caught.” They discover the story behind the carrot — why it looks the way it does — and explore simple recipe ideas for cooking with it. As they personalize the avatar or share it with others, the experience becomes more meaningful and memorable.
This two-part flow, from in-store discovery to at-home engagement, became a key part of our design strategy. By separating the interaction into short, low-effort moments across familiar contexts, we aligned with real-world behavior and gave users reasons to return and explore more.
Because our experience relied on Mixed Reality, we carefully considered the two different contexts where the interaction would unfold: at the supermarket and at home.
We understood that most people don’t spend much time in grocery stores. Especially in Germany, where mobile internet in supermarkets is often limited, shoppers usually want to get in and out quickly. That’s why we designed the in-store interaction to be lightweight, intuitive, and curiosity-driven.
Imagine this scenario: While shopping, the user notices a sticker on an unusual-looking carrot. Intrigued, they scan it and are introduced to a digital experience. On their phone, the carrot becomes a unique, animated avatar. The moment is quick, surprising, and playful.
Later at home, the same user opens the app again to take a closer look at the avatar they “caught.” They discover the story behind the carrot — why it looks the way it does — and explore simple recipe ideas for cooking with it. As they personalize the avatar or share it with others, the experience becomes more meaningful and memorable.
This two-part flow, from in-store discovery to at-home engagement, became a key part of our design strategy. By separating the interaction into short, low-effort moments across familiar contexts, we aligned with real-world behavior and gave users reasons to return and explore more.
Process
Choosing Our Heroes: Carrot, Paprika, and Apple
Choosing Our Heroes: Carrot, Paprika, and Apple
Before designing the experience, we conducted both desktop research and a user survey to identify which fruits and vegetables are most often avoided due to appearance. Carrots, paprikas, and apples were consistently mentioned—both in agricultural reports and by users recalling their own shopping experiences.
These three were selected not only because their imperfections are common, but also because they offered distinct visual identities that fit our concept:
Carrot: playful and quirky shapes, easy to turn into silly, lovable characters
Paprika: bright and cheerful colors in various shades, bringing energy and joy
Apple: marked with visible spots and scars, representing quiet strength and resilience
We chose these three not only for their recognizability, but also for how well they supported storytelling. Each character’s visual traits and background informed the stories we created for them, making them feel more personal and emotionally relatable. By giving each one a unique personality rooted in their natural imperfections, we aimed to help users see them not as flawed, but as special and unique.
Before designing the experience, we conducted both desktop research and a user survey to identify which fruits and vegetables are most often avoided due to appearance. Carrots, paprikas, and apples were consistently mentioned—both in agricultural reports and by users recalling their own shopping experiences.
These three were selected not only because their imperfections are common, but also because they offered distinct visual identities that fit our concept:
Carrot: playful and quirky shapes, easy to turn into silly, lovable characters
Paprika: bright and cheerful colors in various shades, bringing energy and joy
Apple: marked with visible spots and scars, representing quiet strength and resilience
We chose these three not only for their recognizability, but also for how well they supported storytelling. Each character’s visual traits and background informed the stories we created for them, making them feel more personal and emotionally relatable. By giving each one a unique personality rooted in their natural imperfections, we aimed to help users see them not as flawed, but as special and unique.
Iterating through real-world testing
Iterating through real-world testing
To refine our concept, we ran multiple rounds of A/B testing focused on both physical and digital interactions. Over the course of the project, we tested with 56 participants across different settings, leading to six major design iterations.
We tested two types of interaction:
Physical interaction, We observed how users naturally interacted with vegetables using their phones. This included how users held the produce (gesture) and what kind of motion felt natural for “collecting” the vegetable with their phone. We observed how intuitive the interactions were and whether the stickers effectively guided the experience. Our goal was to keep the moment short, frictionless, and playful.
Digital interaction, we mainly focused on usability and content structure. One of our key tests was comparing different ways of presenting the storytelling section to see which felt more natural and engaging. We also evaluated how layout variations and visual hierarchy affected user attention, overall clarity, and willingness to explore the app further.
We conducted tests in both casual campus settings and real-world locations. Notably, we recruited participants outside a local REWE, a supermarket in Germany, to observe how users might respond in an authentic shopping environment. This helped us evaluate spontaneous, curiosity-driven interaction in context.
Each round of testing informed the next. We iterated quickly—adjusting UI layouts, refining the scanning gesture, and simplifying onboarding flow—until the experience felt natural, delightful, and easy to repeat.
At the final stage, we conducted a System Usability Scale (SUS) test to assess the overall usability of the prototype and validate the effectiveness of our design.
To refine our concept, we ran multiple rounds of A/B testing focused on both physical and digital interactions. Over the course of the project, we tested with 56 participants across different settings, leading to six major design iterations.
We tested two types of interaction:
Physical interaction, We observed how users naturally interacted with vegetables using their phones. This included how users held the produce (gesture) and what kind of motion felt natural for “collecting” the vegetable with their phone. We observed how intuitive the interactions were and whether the stickers effectively guided the experience. Our goal was to keep the moment short, frictionless, and playful.
Digital interaction, we mainly focused on usability and content structure. One of our key tests was comparing different ways of presenting the storytelling section to see which felt more natural and engaging. We also evaluated how layout variations and visual hierarchy affected user attention, overall clarity, and willingness to explore the app further.
We conducted tests in both casual campus settings and real-world locations. Notably, we recruited participants outside a local REWE, a supermarket in Germany, to observe how users might respond in an authentic shopping environment. This helped us evaluate spontaneous, curiosity-driven interaction in context.
Each round of testing informed the next. We iterated quickly—adjusting UI layouts, refining the scanning gesture, and simplifying onboarding flow—until the experience felt natural, delightful, and easy to repeat.
At the final stage, we conducted a System Usability Scale (SUS) test to assess the overall usability of the prototype and validate the effectiveness of our design.
Physical interaction
To reduce bias, all A/B tests for physical interactions were conducted using guerilla testing with people we didn’t know.
We focused on two main questions:
What gesture feels most natural when scanning a vegetable?
What motion feels most intuitive for collecting it into the phone?
In both tests, users strongly preferred holding the veggie in their hand (8 out of 10) and pulling it toward themselves (6 out of 8) rather than scanning from a flat palm or pulling straight down. Participants said these actions felt more intuitive, easier to control, and more realistic, making the interaction feel like something they would actually enjoy doing in a real setting.
These insights directly shaped how we designed the scanning and collecting interactions, ensuring they felt natural and delightful rather than forced or artificial.
To reduce bias, all A/B tests for physical interactions were conducted using guerilla testing with people we didn’t know.
We focused on two main questions:
What gesture feels most natural when scanning a vegetable?
What motion feels most intuitive for collecting it into the phone?
In both tests, users strongly preferred holding the veggie in their hand (8 out of 10) and pulling it toward themselves (6 out of 8) rather than scanning from a flat palm or pulling straight down. Participants said these actions felt more intuitive, easier to control, and more realistic, making the interaction feel like something they would actually enjoy doing in a real setting.
These insights directly shaped how we designed the scanning and collecting interactions, ensuring they felt natural and delightful rather than forced or artificial.
Digital interaction
For digital interaction, we tested how users engage with both the story and decoration features of the app—focusing on readability, interaction patterns, and overall enjoyment.
In an A/B test comparing vertical and horizontal scrolling for the story section, 6 out of 8 participants preferred vertical scrolling. They found it more familiar and easier to control, shaped by habits from apps like Instagram Reels and TikTok.
We also collected qualitative feedback on the storytelling content itself. Based on this, we refined the tone and structure of the writing to make it easier to follow and more emotionally resonant.
Lastly, We also observed how users interacted with avatar customization. Many found the decoration process fun and emotionally engaging, reinforcing their connection with the “ugly” produce.
These insights helped us refine both structure and tone—making the digital experience feel more intuitive, personal, and enjoyable.
For digital interaction, we tested how users engage with both the story and decoration features of the app—focusing on readability, interaction patterns, and overall enjoyment.
In an A/B test comparing vertical and horizontal scrolling for the story section, 6 out of 8 participants preferred vertical scrolling. They found it more familiar and easier to control, shaped by habits from apps like Instagram Reels and TikTok.
We also collected qualitative feedback on the storytelling content itself. Based on this, we refined the tone and structure of the writing to make it easier to follow and more emotionally resonant.
Lastly, We also observed how users interacted with avatar customization. Many found the decoration process fun and emotionally engaging, reinforcing their connection with the “ugly” produce.
These insights helped us refine both structure and tone—making the digital experience feel more intuitive, personal, and enjoyable.
Design
Aligning visual identity with experience
Aligning visual identity with experience
As someone with a background in visual communication design, I believe strong branding is essential to creating experiences that are not only memorable but also emotionally resonant. From the beginning, I wanted the visual identity of this product to align seamlessly with the overall user experience—so that every interaction felt coherent, intentional, and alive.
Especially for a project rooted in storytelling, sustainability, and playful engagement, a clear and unified brand identity was crucial to tie everything together.
As someone with a background in visual communication design, I believe strong branding is essential to creating experiences that are not only memorable but also emotionally resonant. From the beginning, I wanted the visual identity of this product to align seamlessly with the overall user experience—so that every interaction felt coherent, intentional, and alive.
Especially for a project rooted in storytelling, sustainability, and playful engagement, a clear and unified brand identity was crucial to tie everything together.
Organizing a workshop
To align our vision as a team, I led a series of early workshops where we explored what Veggie Hunter should feel like. Together, we discussed its personality, emotional tone, and core message. Was it playful or educational? Friendly or bold? Through moodboards, brand keywords, and story prompts, we co-created a shared understanding of our brand.
To align our vision as a team, I led a series of early workshops where we explored what Veggie Hunter should feel like. Together, we discussed its personality, emotional tone, and core message. Was it playful or educational? Friendly or bold? Through moodboards, brand keywords, and story prompts, we co-created a shared understanding of our brand.
From Brand Architecture to Essence
The workshops led to the creation of a simple yet clear brand architecture—outlining our product’s vision, value, and and personality. I took the lead in defining this foundation and carried it forward by shaping our core visual elements, including the logo and color system.
From there, I distilled everything into a brand essence guideline that served as our design compass. This guide defined the visual and verbal tone of our app and characters, ensuring that the UI, storytelling, and even the smallest interactions aligned with our brand world.
It became a shared reference point for the entire team, helping us stay true to our original vision while allowing room to evolve through iterations.
The workshops led to the creation of a simple yet clear brand architecture—outlining our product’s vision, value, and and personality. I took the lead in defining this foundation and carried it forward by shaping our core visual elements, including the logo and color system.
From there, I distilled everything into a brand essence guideline that served as our design compass. This guide defined the visual and verbal tone of our app and characters, ensuring that the UI, storytelling, and even the smallest interactions aligned with our brand world.
It became a shared reference point for the entire team, helping us stay true to our original vision while allowing room to evolve through iterations.
Building a Playful and Scalable Design System
Building a Playful and Scalable Design System
To ensure consistency across the experience and smooth collaboration with developers, I created a modular design system rooted in our brand essence. This system allowed us to move quickly while keeping the experience cohesive—especially as we moved from prototype to implementation with the development team.
We decided to use the Tailwind CSS framework to support fast iteration. I took the lead in adapting and customizing open-source resources to match our visual identity, balancing flexibility with alignment.
To ensure consistency across the experience and smooth collaboration with developers, I created a modular design system rooted in our brand essence. This system allowed us to move quickly while keeping the experience cohesive—especially as we moved from prototype to implementation with the development team.
We decided to use the Tailwind CSS framework to support fast iteration. I took the lead in adapting and customizing open-source resources to match our visual identity, balancing flexibility with alignment.
Foundation
I defined essential foundations such as layout grid, spacing, opacity, border radius, stroke, typography, colors, and icons. Each element supported a warm, friendly tone that reflected the brand’s approachable identity.
Components
I designed a lean set of UI components—including buttons, headers, modals, placeholders, tooltips, pagination indicators, toasts, text inputs, and dimmers. Only components used in the actual product were retained to keep the system efficient and lightweight.
Variables for Customization and Character Identity
Using Figma’s variables feature, I managed design tokens in a structured way across layout, color themes, spacing, and typography. Mode settings were especially useful for customizing character color themes quickly, supporting playful personalization while keeping the system scalable and easy to maintain.
Using Figma’s variables feature, I managed design tokens in a structured way across layout, color themes, spacing, and typography. Mode settings were especially useful for customizing character color themes quickly, supporting playful personalization while keeping the system scalable and easy to maintain.
Journey through the app
Onboarding
The onboarding experience was designed as a short, engaging carousel based on the product’s three core actions: Scan-Meet-Share. Using playful illustrations and a friendly tone of voice, each screen introduces one key step in the journey.
The goal was to create an emotional hook from the beginning and guide users on how to use the app.
The onboarding experience was designed as a short, engaging carousel based on the product’s three core actions: Scan-Meet-Share. Using playful illustrations and a friendly tone of voice, each screen introduces one key step in the journey.
The goal was to create an emotional hook from the beginning and guide users on how to use the app.
Scan & Collect
In-store, users can scan a sticker attached to an ugly veggie. Once inside the app, the scanned veggie comes to life as a 2D avatar that appears to pop out of the real vegetable—blending the physical with the digital.
As users move their phone, the character follows along. A basket graphic sticks to the bottom of the screen, inviting users to “collect” the veggie with a simple gesture. When the character touches the basket, it’s considered successfully caught. Each veggie becomes a unique avatar with its own personality, making the interaction memorable and fun.
This playful moment creates a light mixed reality experience that extends beyond the screen.
In-store, users can scan a sticker attached to an ugly veggie. Once inside the app, the scanned veggie comes to life as a 2D avatar that appears to pop out of the real vegetable—blending the physical with the digital.
As users move their phone, the character follows along. A basket graphic sticks to the bottom of the screen, inviting users to “collect” the veggie with a simple gesture. When the character touches the basket, it’s considered successfully caught. Each veggie becomes a unique avatar with its own personality, making the interaction memorable and fun.
This playful moment creates a light mixed reality experience that extends beyond the screen.
My Basket
When users collect a veggie, it’s added to their basket — the app’s main home screen. Each collected veggie fills in its spot, while uncollected ones remain as silhouettes. Tapping on a missing veggie shows a message letting users know it hasn’t been found yet.
The screen is intentionally simple, with one main CTA to scan a veggie, gently guiding users back to the core goal: finding and collecting more imperfect vegetables.
When users collect a veggie, it’s added to their basket — the app’s main home screen. Each collected veggie fills in its spot, while uncollected ones remain as silhouettes. Tapping on a missing veggie shows a message letting users know it hasn’t been found yet.
The screen is intentionally simple, with one main CTA to scan a veggie, gently guiding users back to the core goal: finding and collecting more imperfect vegetables.
Profile & Story
When users tap on a collected veggie in the basket, they unlock its profile, a dedicated space where the character truly comes to life. At the top, users are greeted with the veggie’s name, personal motto, and the date it was caught. Scrolling down reveals a series of story cards that explain how this veggie got its unusual appearance, what makes it special, and why imperfections can actually be a strength.
Each Veggie’s Story reveals a playful yet educational story, from how it got its unique shape to why it’s worth celebrating. Alongside these narratives are tips on reducing food waste, sustainability insights, and even recipe suggestions that help users build empathy and curiosity.
When users tap on a collected veggie in the basket, they unlock its profile, a dedicated space where the character truly comes to life. At the top, users are greeted with the veggie’s name, personal motto, and the date it was caught. Scrolling down reveals a series of story cards that explain how this veggie got its unusual appearance, what makes it special, and why imperfections can actually be a strength.
Each Veggie’s Story reveals a playful yet educational story, from how it got its unique shape to why it’s worth celebrating. Alongside these narratives are tips on reducing food waste, sustainability insights, and even recipe suggestions that help users build empathy and curiosity.
Decorate & Share
From the profile, users can tap the “decorate” button to personalize each character. We designed the customization options to reflect each veggie’s unique traits — carrots with playful shapes, paprikas with vibrant colors, and apples with visible scars. Users can modify the character’s appearance and facial expression and select accessories through a simple, fun UI.
Once finished, they can save their decorated character and share it via social media or a link. This makes the experience more personal and encourages users to creatively spread the message behind the app.
From the profile, users can tap the “decorate” button to personalize each character. We designed the customization options to reflect each veggie’s unique traits — carrots with playful shapes, paprikas with vibrant colors, and apples with visible scars. Users can modify the character’s appearance and facial expression and select accessories through a simple, fun UI.
Once finished, they can save their decorated character and share it via social media or a link. This makes the experience more personal and encourages users to creatively spread the message behind the app.
Extending the brand beyond the app
Extending the brand beyond the app
To bring the project into the public eye, I designed a website using our own design system components to keep the visual identity consistent. We included a short service video we filmed, a summary of our key features, information about the team, and all necessary contact and legal details.
To bring the project into the public eye, I designed a website using our own design system components to keep the visual identity consistent. We included a short service video we filmed, a summary of our key features, information about the team, and all necessary contact and legal details.
Outcome
Validating the Experience through Feedback
Validating the Experience through Feedback
After refining our prototype through several iterations, we ran a final round of SUS testing with 10 participants. The results showed a strong overall usability score, with most users finding the app easy to use and enjoyable. Areas like character interaction and storytelling scored particularly high, reinforcing the emotional value we aimed for.
After refining our prototype through several iterations, we ran a final round of SUS testing with 10 participants. The results showed a strong overall usability score, with most users finding the app easy to use and enjoyable. Areas like character interaction and storytelling scored particularly high, reinforcing the emotional value we aimed for.
User interview
We collected qualitative feedback through short user interviews. Many participants shared that they liked the visual design and found the overall experience both fun and educational. The storytelling also stood out—people enjoyed learning why each vegetable looked different and said it made them feel more connected.
These interviews helped us understand the emotional strengths of our design. The playful character concept, visual style, and interaction flow all appealed to users, showing how emotionally engaging design can shift perceptions and spark curiosity.
We collected qualitative feedback through short user interviews. Many participants shared that they liked the visual design and found the overall experience both fun and educational. The storytelling also stood out—people enjoyed learning why each vegetable looked different and said it made them feel more connected.
These interviews helped us understand the emotional strengths of our design. The playful character concept, visual style, and interaction flow all appealed to users, showing how emotionally engaging design can shift perceptions and spark curiosity.
Perception Survey
To measure whether our design could shift user attitudes, we ran a short Likert-scale survey focused on perception change. After interacting with the app, 10 participants responded to questions about sustainability and behavior toward “ugly” produce.
“Did the app increase your interest in recycling or sustainability efforts?”
→ 40% answered “more interested.”
“If you saw an ugly vegetable at the store, how likely would you be to buy it?”
→ 60% said “willing to buy,” and 40% said “highly willing to buy.”
These results supported our hypothesis: emotionally engaging design and storytelling can positively influence user attitudes toward sustainability and food waste.
To measure whether our design could shift user attitudes, we ran a short Likert-scale survey focused on perception change. After interacting with the app, 10 participants responded to questions about sustainability and behavior toward “ugly” produce.
“Did the app increase your interest in recycling or sustainability efforts?”
→ 40% answered “more interested.”
“If you saw an ugly vegetable at the store, how likely would you be to buy it?”
→ 60% said “willing to buy,” and 40% said “highly willing to buy.”
These results supported our hypothesis: emotionally engaging design and storytelling can positively influence user attitudes toward sustainability and food waste.
SUS usability Test
To assess how easy and intuitive our prototype was to use, we conducted a System Usability Scale (SUS) test—a widely used, standardized questionnaire consisting of 10 items rated on a 5-point Likert scale. This test allowed us to evaluate both overall usability and learnability of our app.
Results:
Overall SUS Score: 81.5 (Excellent)
Learnability Score: 90 (Best Imaginable)
The detailed responses supported these results. For example:
80% of participants agreed that the product was easy or very easy to use,
60% strongly disagreed and 40% disagreed with the statement about inconsistency in the product, indicating that all users experienced the interface as consistent and polished.
These findings validated the intuitiveness of our product and the effectiveness of our design decisions.
To assess how easy and intuitive our prototype was to use, we conducted a System Usability Scale (SUS) test—a widely used, standardized questionnaire consisting of 10 items rated on a 5-point Likert scale. This test allowed us to evaluate both overall usability and learnability of our app.
Results:
Overall SUS Score: 81.5 (Excellent)
Learnability Score: 90 (Best Imaginable)
The detailed responses supported these results. For example:
80% of participants agreed that the product was easy or very easy to use,
60% strongly disagreed and 40% disagreed with the statement about inconsistency in the product, indicating that all users experienced the interface as consistent and polished.
These findings validated the intuitiveness of our product and the effectiveness of our design decisions.
Takeaways
Product Development from Details to the Macro Perspective
Product Development from Details to the Macro Perspective
In this project, I wasn’t just involved as a hands-on designer, but I also took on the role of project manager. I defined design directions, assigned tasks to other designers, tracked progress, and served as the main communication bridge between our team and the developers. From selecting MVP features to aligning design and development, I was involved in both the details and the big picture.
Although the project lasted just a single semester, it gave me the opportunity to lead beyond design. I reflected on how to build healthier team dynamics and improve workflows through better communication. I also learned the importance of creating shared objectives across disciplines — especially when managing a project that blends design, technology, and user interaction.
One major challenge was that our collaboration with developers began too late. Skill levels varied across the team, which made it difficult to fully realize our vision in time. With more time and earlier alignment, I would have structured clearer sprints, held regular check-ins, and explored deeper physical-digital integration through Unity or 3D modeling.
Still, the experience taught me a lot about cross-functional leadership, creative problem solving, and staying aligned around a shared goal, even under constraints. Most of all, it challenged me to think beyond the screen. Designing for Mixed Reality, where physical interaction plays a key role, pushed me to explore new modes of engagement and bring more depth, emotion, and delight into the experience.
In this project, I wasn’t just involved as a hands-on designer, but I also took on the role of project manager. I defined design directions, assigned tasks to other designers, tracked progress, and served as the main communication bridge between our team and the developers. From selecting MVP features to aligning design and development, I was involved in both the details and the big picture.
Although the project lasted just a single semester, it gave me the opportunity to lead beyond design. I reflected on how to build healthier team dynamics and improve workflows through better communication. I also learned the importance of creating shared objectives across disciplines — especially when managing a project that blends design, technology, and user interaction.
One major challenge was that our collaboration with developers began too late. Skill levels varied across the team, which made it difficult to fully realize our vision in time. With more time and earlier alignment, I would have structured clearer sprints, held regular check-ins, and explored deeper physical-digital integration through Unity or 3D modeling.
Still, the experience taught me a lot about cross-functional leadership, creative problem solving, and staying aligned around a shared goal, even under constraints. Most of all, it challenged me to think beyond the screen. Designing for Mixed Reality, where physical interaction plays a key role, pushed me to explore new modes of engagement and bring more depth, emotion, and delight into the experience.
Sharing my thoughts to the public
Sharing my thoughts to the public
After the project ended, I was invited to speak at World Usability Day (WUD) through a partnership with our university. WUD is a global event that celebrates usability and inclusive design, with gatherings held across Germany. Our team was fortunate to be invited by TEAM23 in Augsburg to share our project with a broader audience.
For my talk, I focused on how iterative user research shaped our final product — and the key learnings we gained through testing, feedback, and continuous refinement. I wanted to reflect the spirit of WUD by highlighting not just the outcome, but the process behind it.
Presenting to people who had no prior context about our work was both exciting and rewarding. We received genuine curiosity, encouragement, and insightful questions from the audience. It reminded me of how powerful it is to share design stories outside of academic or internal circles and how iteration, even in early prototypes, can inspire meaningful conversation.
After the project ended, I was invited to speak at World Usability Day (WUD) through a partnership with our university. WUD is a global event that celebrates usability and inclusive design, with gatherings held across Germany. Our team was fortunate to be invited by TEAM23 in Augsburg to share our project with a broader audience.
For my talk, I focused on how iterative user research shaped our final product — and the key learnings we gained through testing, feedback, and continuous refinement. I wanted to reflect the spirit of WUD by highlighting not just the outcome, but the process behind it.
Presenting to people who had no prior context about our work was both exciting and rewarding. We received genuine curiosity, encouragement, and insightful questions from the audience. It reminded me of how powerful it is to share design stories outside of academic or internal circles and how iteration, even in early prototypes, can inspire meaningful conversation.
