A plant based meal kit delivery app.


Dine Greens is a mobile based application that I created as part of my UX immersion course from Coursera offered by CalArts. as a UX designer, I designed this project from inception to final design through research, ideation and UX design principles. Duration: 1 month.
Method: Surveys, Interviews, Sitemap, Preference test, Wireframes and Prototyping.
Tools: Adobe XD


In today’s world, it is hard to find easy plant based recipes for amateur cooks with the appropriate ingredients required for the recipes due to time constraints as we are, too busy with our busy daily lives due to either school or work.
What is it ? – A plant based meal kit app.
Who is it for? – Amateur cooks and people with tight schedules.
Where does it live? – It’s a phone based app.


To make people’s lives easier by putting together plant based meal kits and making video recipes available for easy access and comfort.
1.Dine Greens does not require the users to invest in cook books or spend time to find a variety of ingredients to use for a single recipe. The meal kits prevent the wastage of food ingredients as the meal kits have the appropriate amount of ingredients suitable for the selected meal portions. The delivery feature also helps people focus their time on other priorities especially given that we are in a pandemic and the kits are available for affordable prices. The video recipes help people gain confidence in their cooking skills as they also get opportunities to share their journey via the social forum.                                           


Research: Competitor Analysis

To get a better understanding of the competitor landscape, I conducted analysis on two of the most popular meal kit/delivery apps “Hello Fresh” and “Uber” and found that, while both provided a successful meal delivery option with satisfactory timeframe and price range, they did not have a lot of vegan and vegetarian friendly, healthy options. Hello fresh does have a recipe available but not in video format which is much more user friendly. I wanted to add video recipes as it makes it easy to follow along, as all you need is to pause or rewind to review the recipes and not spend time reading. This also gives people to make adjustments and control portions in order to suite their taste as people have control on what goes into their body. I also put together a mood board to decide and start the design on the look and feel features of the app.

Research: Surveys
and Interviews

With the goal of understanding of how amateur cooks who are vegan and vegetarian made use of online recipes and meal kits, which features they thought were most important and the issues they were found, I due to Covid restrictions, was only able to take a survey of friends and family of varying cooking skill levels. I wanted to understand how the users answers would vary depending on their skill level, so I separated my findings by users that were a novice, advanced beginner and competent level cooks and then interviewed two people at each level.  

Key findings and insights

The surveys and interviews helped me understand more about the needs and frustrations of my users and I was able to pull a few key findings that would shape my project. 

Keep it simple

Users were unwilling to take the time to learn to search through and have patience to follow along complicated recipes and to navigate through the app from selecting the meal kit to delivery. As such I knew that I should take a simplistic approach with data presentation and make the meal kits operation option easy to understand.

Tailor to skill level

 As expected, there was a definite difference in user needs between the three cooking skill level, novice, advanced beginner and competent level cook. I decided the recipes and meal kits available should be tailored to suit each skill level.

Give a little extra

Users were interested in knowing more about different cuisines and meal time options. so I decided to include a sub menu to organize kits by cuisine and  meal time, breakfast, lunch/dinner, snacks and dessert to help enhance user’s research experience

User Stories:

Finally, I created user stories that I could use to better understand potential needs of amateur cooks to help decide on the  functional requirement for Dine Greens and I could refer back to the interviews to think about the project and keep focused on the main functions of the app to improve user experience. 

Main functions of the app:

1. Meal kit delivery and video recipes.
2. Share reviews and recipe updates.
3. Delivery location. 
4. Select favorites and add dietary restrictions.

App Goals:

1. Users having access to a platform where they can inspire and get inspirations, gain confidence in their cooking skills as part of a virtual community.
2. Encourage more plant based consumption.
3. Users being able to find, learn and try new cuisines.
4. Users being able to save time and money and be healthy and happy!

Potential Roles:

1. Eat Plant based foods.
2. Save time and money. 
3. Explore more cuisines and find new favorites.
4. Improve one’s culinary skills.

User Personas:

Since one of the key findings from my user research was the fact that users of varying cooking skills have different needs, three user personas were created namely a novice, advanced beginner and competent level cook. I revisited these user personas often in order to remind myself of the needs and frustrations of my users and to maintain a user centric focus for the duration of the project. 

Journey Map:

I created this journey map to help me look at Dine Greens from a potential user’s perspective and also establish the key points on how this app could succeed and how it would work for the 3 skill levels I’m designing this app for. 
It answered questions like:

1.Why would anyone even want to use this app?

2.What unique experiences they hope to gain by using the app?

User flow and task analysis:

Finally, I created a task analysis for one user persona. This gave me a clear picture of the steps that the user would need to take to get to their final goal and how to deliver this goal in the most effective manner possible.