UX / UI  •   Illustration   •   Motion Graphic

Winner of the 2019 AIGA Flux Student Design Competition

Vegetopia aims to help people stay vegetarian and accomplish their goals of protecting the environments and saving animals. It helps people who are new to vegetarianism and help them form their eating habits. You can record your daily food intake and Vegetopia will show the positive effect of your actions, such as how much water you saved, or the amount of carbon reduction. Besides, by having a streak of staying vegetarian, you can reach a milestone where you will be able to choose to adopt and rescue farm animals. The animals that you adopt will happily live in our sanctuary.

Institution: Tyler School of Art

Art Direction: Kelly Holohan

Date: 2018 Spring


What does vegetarian/vegan mean to us?

What are the environmental impacts of raising livestock?

Livestock consume tons of water and produced a lot of waste and pollution. Close to half of all water used in the US goes into the production of animals for food consumption. The EPA reports that roughly 80 percent of ammonia emissions in the US comes from animal waste. And there are 500 million tons of waste from livestock in US each year.

Why do we say vegetarianism is good for animals?

The average person will chomp down 7,000 animals during their life, according to the Vegetarian Calculator.

What did we pay for meat?

Approximately 925 million people worldwide do not have enough to eat, yet the global cattle population consumes enough food to meet the caloric needs of 8.7 million people. If we can feed those food directly to those people in need, we can do our part of solve the problem of world hunger.

The Truth

Since there are so many benefits of being a vegetarian/vegan, what is the reality?
5% of U.S. adults consider themselves to be vegetarian and 3% saying they are vegan. Nearly 30 million people in the U.S. have tried vegetarianism or veganism, roughly one out of every eight people. Data from 2018 Gallup poll
However, do they really go?
The truth is that 84% of vegetarian and vegans abandon their diet. Data from Faunalytics 2014

Scenario and Problems

I interviewed vegetarian and took questionnaires at vegetarian parties and vegan restaurants, and got email questionnaires to seek the problems that they met. After around 50 people's feedback, I noticed that there are a huge amount of people who want to become vegetarian, but have difficulty changing their diet.

Since eating meat can be enticing and the habit of eating a vegetarian diet needs to be formed over time. Some people have a difficult time staying vegetarian, while others have not seriously considered the vegetarian option. So I listed the top three reasons that hinders people from being vegetarian:
1. People think their own power and behavior are too weak to change the world.
"I think the changing is a long-term plan, I don't think I can change anything big by days. I lost motivation after I tried some times."
2. Sometimes people forget the vegetarian plan before they eat.
"I just started eating meat-free but I only do it every other week. However, I usually tempted by chicken wing when I passed Popeyes. Before I noticed that I was still in the vegetarian-week, I had eaten them all. "
3. People cannot stay vegetarian for a long period of time.
"With time, my motivation decreased. Especially after I slip once or aren't quite there. I got frustrated, and this feeling makes it harder to start again. "

Solutions Thinking

Based on the problems, I want to do somethings to increase users' Self-Efficacy, and help them stick to an meat-free routine.
1. Convince people that their behavior can indeed have visible impact and give them confidence.
Quantify the impact data and transform them into things that around us, such as how many trees you saved.
2. Help people form a habit by reminding them of their vegetarian diet before each meal.
Finding a convenient way to let them record if they eat a vegetarian diet today. It also helps manage the monthly vegetarian plan.
3. Use the Goal Gradient Effect to increase loyalty. Create short-term and long-term tasks to encourage uesr to stay in vegetarian.
Rather than whole life term plan, short-terms lasts a few days and long terms plan of about two months are easier to achieve, and they give users a sense of pride and continued motivation rather than failure.
4.Reward users when they have completed their plans. Timely feedback helps increase their enthusiasm and motivation.
Basic on the research, nearly half of person who get into veganism for  animal reasons. Besides, I found a sanctuary in Penn they save farm animals, and a lot of vegetarian people I interviewed donated and adopted animatls there.


stimulate / green / convenience / encouragement / task

Target Audience

Target Audience

Aspiring vegetarians, animal advocates or/and conservationists, who age ranges from 13 to 45.


Functions and how it works

Main Functions

I created those three functions to encrouge people try and stay in vegetarian and increase user loyalty.

1. Give user feedback about how much benefit they did to the earth daily by meat-free meal to encourage their enthusiasm. So Vegetopia will tell people how many gallons of water they saved, home many pounds of CO2 they reduced, how many square feet of trees they saved, and also how many animals they helped, based on data.
2. Allow people to record what they eat every day to monitor themself to not eat meat. They can choose from 7 main categories of food which I created based on research of vegetarian nutrition report: fruit, nuts, grain, diary, beans, vegetable and also meat.
If someone ate meat on a given day, it will be shown in red on the calendar.
3. There is a 70 days’ long-term task to encourage people to stay vegetarian continuously, and some short-term tasks as well. They can adopt a chicken when they go 7 days without meat, 17 days for a duck, 27 days for a turkey, 38 days for a sheep, 51 days for a pig, and finally, 70 days for a cow. Step by step, these tasks will help people stay vegetarian. The animals adopted will happily live in our sanctuary.




How those functions works for our target audiences

Vegetarian, occasional going vegetarian and healthy people could more interested in the Food Diary function to monitoring themseves. It is a easy way to get reminder before they eat and and stick to their meat-free plan.
Animal advocates will love the Animal Adoption function which attract them to our app.
Conservationists will use the Vegetarian Calculator function to see their positive contributions to the environment.

Information Architecture & User Flow

User Testing

I did user testing on wireframe. Based on their feedback from testers, I redesign version two. After that, I picked other testers for AB testing to make sure the changes are working well.
I will give two examples below.

I redesigned the Monthly Calendar page and Food Diary page.
In the first version of Monthly Calendar page, most of my testers think the page does not highlight the days where they broke their goal and resorted back to eating meat. Base on that feedback, I used bolder colors to highlight the days where meat was consumed, and created a streak to display the periods where people stayed meat-free.

In the first version of Food Diary page, I gave people option to track the quantity of each item they consumed. The testers said:"It's hard to count the food quantity." and "Having too many buttons makes me feel confused." Base on that feedback, I cancelled the quantity functionality, and only use the categories to make the page more simple and clean.
After implementing those changes, the improvement is significant. Testers now report having a better understanding of overall Vegetopia.

Design Tile

Logo Design


Typography & Color Palette


User Interface


I use Principle as Vegetopia prototype tools and this is a screen record from one customer.