Veggie Hunter started not as a random idea, but as a response to data-driven insights identifying a significant gap in the DACH region's plant-based dining market. Together with the team, we built a transition from raw market data to a high-fidelity, community-validated product.
The goal: Transform "ugly veggies" from discarded waste into high-value assets by engineering a platform that triggers positive buying behavior and bridges the trust gap between sustainable produce and the modern consumer.
Utilized Affinity Mapping to converge disparate user data into a coherent product vision — a decision-making framework that prioritized the "Hunter" concept based on validated market pain points.
Constructed the "Brand House": Established the foundational brand pillars, voice, and visual identity. Translated abstract user needs into a concrete brand personality that balances trust with discovery.
Developed multiple versions of wireframes to test different content hierarchies, identifying the most efficient paths for complex filtering before moving to high-fidelity UI.
- Phase 1 (Insight): Early-stage discovery to define the core user persona and dietary anxiety points.
- Phase 2 (Interaction): Evaluated navigation models using ProtoPie high-fidelity prototypes.
- Phase 3 (Evaluation): Conducted SUS (System Usability Scale) testing on the final model.
I believe tools are an extension of creativity. While more skilled in hand drawing and Procreate, creating with Figma has been filled with fun and challenges.
- Expanded UX Skillset
- Agile Project Management: Using KANBAN boards to track progress.
- Evidence-Based Design: Grounding every decision in user data and usability testing results.