Skills
UX Research
Interaction Design
User/Usability Testing
UX/UI Design
Illustration
Research Methods
User/Usability Test
Questionnaires
Interview
Tools
Figma
ProtoPie
Adobe Illustrator
Time
Feb - July 2024
Every year, tons of edible vegetables are discarded simply because they look imperfect. Many consumers overlook these “ugly” veggies, unaware that appearance-based waste has become an environmental issue.
50M Tonnes
thrown away each year for not meeting appearance standards
1/3
of Europe’s fruit & veg are rejected annually just for appearance
40~50%
of fruits & vegetables are lost or wasted globally
10%
of global greenhouse gas emissions come from food waste
Many consumers hesitate to buy “ugly” vegetables because they look unappealing, don’t know why they grow that way, or aren’t sure how to cook them. The challenge is to create an emotional connection and make these veggies feel worth saving.
Explored users’ grocery shopping habits and identified key pain points related to ugly veggie
Developed user flows and designed features for interaction engagement and storytelling
Built a working prototype integrating the design concept with interactive elements
Conducted user tests to evaluate usability and emotional response
Refined the prototype and strategy based on user feedback and insights
Structured one-on-one on-site interviews with 30 participants (ages 16–40) were conducted in front of city-center supermarkets. The interviews focused on purchasing decisions, perceptions of ugly produce, and willingness to try it, using real vegetables to support discussion and generate insights.
30
16-40
on-site
This persona was created using a mix of desk research and on-site interviews. It represents common motivations, pain points, and behaviors observed across users, and was used to guide design decisions throughout the concept development.
Using MR to create emotional connection and awareness through storytelling.
Customize Your Veggie Friends: Carrot, Apple & Paprika
From scanning a real vegetable to discovering its character, story, and cooking ideas.
15
15-28
on-site/online
Through this project, I strengthened my skills in UX research, UI design, storytelling, and agile collaboration. From designing the interaction to validating it through user testing, I gained a deeper understanding of how meaningful product–user connection can influence behavior and engagement.
One area I hope to improve is cross-functional collaboration, particularly prioritizing tasks earlier with engineers to ensure a more efficient and holistic development process.
Our team was later invited to present this project at World Usability Day 2024 at Team23, which offered a meaningful opportunity to share our design process and key learnings with a broader audience.
