This project was for my PR class at City College of New York. The project was centered around creating a PR campaign for Meatless Monday. I wanted to try something different for a strategic placement tactic and saw the opportunity to create a Meatless Monday mobile app. Meatless Monday is a non-profit organization that encourages people to reduce their meat consumption one day a week for the planet and their health.
The goal of the project was to increase the adoption of meatless eating among City College students. The project involved developing a Meatless Monday app that was centered around a point-based reward system to make plant-based choices more appealing. My role was as a Product Designer, where I was responsible for user research, design, and ensuring brand consistency.
Overview:
Many City College students aren’t giving meatless eating a chance. Based on the survey I conducted with 100 students 78.3% are less likely to go meatless due to students perceiving plant-based or meatless options as unaffordable or inaccessible. Addressing this perception is crucial in encouraging greater adoption of meatless diets among students.
Problem:
A Meatless Monday app with a point-based reward system. The idea came from how modern food apps get customers to engage with their apps which is by rewards and incentives. To do this, I saw this as an opportunity to partner with local restaurants, cafes, and vending machines to create a Meatless Monday reward point system. Customers who choose meatless options on Mondays or any day of the week can earn points redeemable for discounts or free items at participating establishments. The goal is if the app went live to engage with 35% of the CCNY student population to participate in the Meatless Monday movement.
Solution:
I tackled this project by focusing on several key areas
I also audited the Meatless Monday website to ensure the app aligned with existing brand guidelines, maintaining consistency across platforms. I conducted secondary research, surveyed 100 CCNY students, and conducted competitive analysis to gather insights on the target audience and tailor the app’s features. I designed wireframes and prototypes, ensuring an intuitive and engaging user experience. I carried out usability testing sessions to refine the design based on student feedback, ensuring the app was user-friendly and met their needs.
The Process:
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Miror, Figma, Canva, Adobe Illustrator, and Google Workspace.
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Solo Project
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Product Designer
Secondary Research:
For the secondary research, I wanted to find out more information on the City College student population and identify market trends.
Based on the information below from the CCNY fact sheet the app should cater to a wide range of cultural backgrounds and preferences.
Total Number of Students at City College of New York (CCNY): 14,403 as of Fall 2022
In 2019, a study found that 47% of college students visited restaurants located off-campus more often during the weekend. This suggests students seek food options near the campus even on weekends.
A key attraction for younger consumers 71% care about what the restaurant represents rather than the food it serves. Indicated that my app should highlight the values and important educational content.
Before initiating the design process, I formulated survey questions to gauge the opinions of CCNY students. I wanted to support the secondary research I did. Test out the theory of how rewards and incentives can motivate students to go meatless one day a week. As well as find local food sources I should partner with and consider for my app. The primary objective of this survey was to find out the factors motivating CCNY students to adopt a meatless diet once a week and to comprehend their behavioral patterns. The survey revealed that the main motivations for students to adopt a meatless diet once a week included the desire to receive rewards, attain health benefits, and contribute to the well-being of the planet.
Based on the insights derived from the survey, I brainstormed features for the application.
Key Findings:
The surveyed students primarily fell within the age range of 17-30 and represented diverse genders and backgrounds.
Most students typically procure their meals from local restaurants/cafes, food trucks, and vending machines.
The surveyed students were segmented into two main groups:
Group 1) Students who are accustomed to a meatless diet.
Group 2) Students who have either never attempted a meatless diet or rarely do so.
Survey Results:
Card Sorting:
Through the card sorting exercise, I uncovered crucial insights regarding the importance of app features as perceived by users. Notably, the exercise revealed that both the point system and story features hold the highest significance among users when engaging with the app. These findings underscore the pivotal role these features play in driving user engagement and satisfaction within the application ecosystem.
Competitor Analysis:
1. HappyCow:
Focuses on vegetarian, vegan, and meatless dining options worldwide
Provides user reviews, ratings, and photos of restaurants.
Offers filters based on dietary preferences and location.
May lack a specific point-based reward system for users.
2. Vegetarian and Vegan Recipes:
Offers a wide range of meatless recipes catering to various dietary preferences.
Features a user-friendly interface with search and filter options.
May include social sharing functionalities.
Lacks a point reward system and may not focus on motivating users to adopt meatless diets regularly.
3. Mealime:
Offers personalized meal plans with customizable dietary preferences, including vegetarian and vegan options.
Provides shopping lists and step-by-step cooking instructions.
Incorporates a user-friendly interface with a focus on convenience.
May lack a specific emphasis on motivating users through a point-based reward system for meatless eating.
Unique Selling Proposition: My app's point reward system for meatless eating distinguishes it from competitors, providing users with incentives to adopt and maintain a meatless diet.
User Engagement: While competitor apps may offer extensive recipe databases and restaurant listings, my app's approach with rewards may foster higher user engagement and retention.
Educational Content: Incorporating details about the point system and partnering restaurants on the app's home screen addresses user confusion, enhancing user experience and understanding.
Overall, while competitor apps excel in providing extensive recipe databases, restaurant listings, and personalized meal plans, the Meatless Monday app stands out with its unique point-based reward system aimed at motivating users to adopt and maintain a meatless diet.
Low Fidelity Wireframes:
I conducted testing with a small group to get initial feedback and identify major usability issues. This approach allowed me to gather early feedback and make changes.
Usability Testing:
During the initial stages, I developed a fully functional, low-fidelity prototype using Figma while simultaneously initiating the recruitment of CCNY students who met our criteria for testing. In the first round, I conducted three usability tests, followed by another three tests after addressing identified issues through iteration:
Issue 01:
A recurring problem was the placement of the stories and point balance on the home screen. Users expressed a preference for having the recipe stories at the, as they were more used to seeing it in that position on other apps.
Solution 01:
To address this, I relocated the point balance below the recipe stories. Upon retesting with the same group of students, they found this arrangement preferable.
Before
Issue 02:
Users encountered difficulty understanding how the point system operated and what specific restaurants they get points from, noting a lack of explanation within the app.
Solution 02:
In response, I added the partnered restaurants names in the details page. Providing users with a better understanding of the point system.
Before
After
After
Look & Feel:
Staying true to the Meatless Monday identity. Adopting the color palette, buttons, icons, and typography from Meatless Monday website.
Hi Fidelity Wireframes:
Some comments I received from the PR team of Meatless Monday, the Public Relations professor at CCNY, and classmates on my Meatless Monday Case Study.
“Great innovative idea to create an app for Meatless Monday!” - Professor at CCNY
“Could tell you did your research. Understood the problem and created a thorough solution. ” - CCNY Student
“I would love to see this app come to life. I would download!” - CCNY Student
Received a grade of A+.
Case Study Outcomes:
One challenge was recruiting 100 survey participants. I overcame this by engaging with individuals outside classrooms and implementing a QR code for survey access.
Another challenge was auditing the website to ensure brand consistency while adding innovative aspects to it.
Knowing what I know now if I had to work on this again I would take an accessibility-first approach. I believe that designers play a pivotal role in ensuring our work can be accessed by everyone.
Apart from A11Y, I think this application is a great candidate for a design system to ensure consistency all around.