6th-week project as a UX/UI student at Ironhack Berlin
Build or redesign a website for a festival that will take place next year. (5 days design sprint)
For this project, I decided to redesign the website of VeggieWorld Berlin 2020 because I really like that fair but I believe the website it’s not an accurate representation of this great event. We should remember that a website is a touch-point, a first impression and an opportunity to show the world what, how, and why you do what you do. Responsibilities
What is VeggieWorld?
VeggieWorld is Europe’s largest consumer fair for the vegan lifestyle and it was founded in 2011 with 21 exhibitors in Wiesbaden, Germany.
Exhibitors show their latest products and services while visitors have a chance to try, buy and get detailed information about the entire range of vegan food and non-food-products. The conference program with interactive panels and high-level speakers convey the latest insights and trends in the fields of vegan products and lifestyle.
First steps: Research
After looking for information about the fair, how they define themselves and what makes them special and unique, I consider my first hypothesis:
The potential of Veggieworld is the speakers and quality of the conferences as well as the cooking-shows and the number of exhibitors they have since it’s one of the largest vegan fairs in the world.
Customer value proposition:
Discover vegan enjoyment, have a taste of delicious vegan products, learn to cook with the best chefs and listen to the inspiring talks of our international guests!
- What are their strengths? One of the oldest and biggest vegan fairs in the EU.
- What are their weaknesses? Not so interactive as other fairs (Green Market Berlin has workshops). Focused on cosmetic, food and clothing but compared to their competitors they’re missing Gifts/crafts and Decor.
- What are their main goals? What are they trying to achieve? Let people not only vegans discover the vegan environment. VeggieWorld is about gaining something, and not about renouncing anything.
- What marketing strategies do they use? Online + offline advertising and social media. They have a big media presence because they bring vegan influencers for the cocking shows and conferences.
Trend forecasting is a complicated but useful way to look at past sales or market growth, determine possible trends from that data and use the information to extrapolate what could happen in the future.
For this project, I used Google Trends. Google Trends is a search trend feature that shows how frequently a given search term is entered into Google’s search engine relative to the site’s total search volume over a given period of time.
As we can see in the graphic below, the popularity of the terms veganism and vegetarianism has noticeably increased with the years and I believe it’ll continue increasing especially since we are living an environmental crisis these days.
The meat-free market is gaining momentum in Germany where the sales of meat substitutes are expected to reach approximately 256 million US Dollars by 2020 . At the same time, meat consumption in Germany is expected to fall. Consumption was forecast to also sink in Italy and France.
In 2019, about 6.1 million people in Germany were either vegetarians or largely forgo meat consumption. Since 2014, the number of people identifying as either complete or nearly complete vegetarians has grown by approximately 700 thousand individuals and according to the Allensbacher Markt- und Werbeträger-Analyse this figure was even higher in 2018.
Vegetarianism in Germany
In 2016, Germany was found to have the highest percentage of vegetarians (7.8 million, 10%) and vegans (900,000, 1.1%) in the modern West. A survey from “Forsa” also revealed that approximately 42 million people in Germany identify as flexitarians aka “part-time vegetarians.” and professionals at the German Official Agencies estimate that by 2020 over 20% of Germans will eat mostly vegetarian.
Facts about veganism and vegetarianism in Germany:
- 70 percent of German households would like to see a larger variety of vegetarian products in supermarkets, with slightly less than two-thirds buying such products intentionally.
- Between 2016 and 2018, market revenues made with the sale of vegetarian products increased by about 400 million euros in Germany
- Approximately 13 percent of all new food products launched in 2018 were vegan products in nature.
Current State of the event site
Why orange? Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
Why cobalt blue? Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body.
It’s always good to make Desirability Testing with different visual design options from which the stakeholders can choose. Sometimes there is a clear favorite among stakeholders or an option that makes the most sense from a brand perspective. Here are some of the different versions I tried before committing to the design you’ve seen above.
Learnings from this project
- Don’t spend too much time on the High-Fi alternatives. I spent too long with the desirability testing and because of that, I couldn’t finish the screens of purchasing a ticket for example.
- Think about the interactions while in sketch so that it’s easier later on in principle.
- Be careful with the treatment of images. For this website, I decided to have only duotone images but the orange ones ended up being too light and I didn’t have enough time to work on the images in photoshop to make them darker.
The pictures used for this project were Pictures for free use that I downloaded from the media kit of Veggieworld.