VCA Concept Project: Re-designing Vegetarian Consumers Association using Responsive Screens

1 — Problem

Vegetarian Consumers Association (VCA) does not have a user-friendly website.

2 — Solution

Re-designed the VCA website to showcase its true personality: A welcoming, approachable and friendly place to gather and support the Vegan and Vegetarian community.

User Interviews: 3

Design Iterations: 15 (low-hi fidelity screens)

Usability Tests: 23

3 — My Role

This was a solo conceptual project. I went through the entire double diamond design process alone. Even though it was optional, I went through conducting interviews, synthesizing results, researched competitors and comparative businesses. I created VCA’s mood board and brand personality (before and after), information architecture, iterated designs from low-fidelity to high-fidelity and delivered a 7-minute presentation as one of the main final deliverables.

4 — Duration

1.5 week design sprint

5 — Impact

More than 90% of viewers who reviewed VCA’s new website design felt the brand was welcoming, friendly and inviting, which has met the objective of my project.

6 — Tools Used

Figma

Zoom

Otter.Ai

Adobe Photoshop