About The Vegan Society Of Ireland

Commonly named Vegan Ireland, The Vegan Society Of Ireland is an Irish organisation which has been promoting a plant-based lifestyle since 2009. The Society provides nutritional information and does fundraising work for animal charities.

The Project

Recently, The Vegan Society Of Ireland has undergone a change of goal, with a new look and a new website. Hence, as part of the makeover, I was responsible for redesigning the website to transform it into an informative, engaging, responsive design.

My role:

User Experience, Visual Design, Responsive Web Design.

Understanding user needs

I gathered as much data as possible from user interviews, surveys, brainstorming, etc, to answer the following questions:

Who are the users we are targeting?
Why do they want to eat a plant-based diet?
What interests them about veganism?
What needs and goals do they have? Etc.

After completing my user research, I was able to develop two user personas and develop a solid understanding of my users.

Personas

Lucy and Sami are two fictional representations of the real target audience data, gathered in our user interviews.

Task flows

Once case scenarios have been created, the next step is to use each scenario to list the tasks that the user needs to perform in each. I used task flows to show all of the steps involved in each scenario. Once these task flows were complete, eliciting the requirements was pretty straightforward.

Wireframes

I always start any project by sketching first; this process allows me to painlessly add changes and alternative solutions almost immediately. When I was satisfied with how the main features worked out on paper, I made wireframes using Figma.

The user should find it easy to get to the information they are looking for when they land on the homepage, but as always, only the testing phase will indicate whether or not the homepage is user friendly.

Testing & Iteration

The wireframes were presented to a handful of users during the testing phase. A few things had to be modified, removed or added.

For example, we realised that the recipe section should have its own section on the homepage because its emplacement was not immediately clear to users.

A Word On Styling Concepts

Consistency is retained throughout the website due to the selected colour set.
This colour set is a combination of “cold” colours such as blue and grey, together with “warm” colours such as green and yellow-orange. If not enough warm colours are used, the website risks becoming too gloomy. If not enough cold colours are used, the website could become too rich and bright.

The use of vectors, icons and flat design lighten the overall look and feel of the website.

The chosen typography flows naturally across large paragraphs, inspiring a healthy rhythm for long stretches of reading. It is clear and big enough so visitors can read effortlessly. It is applicable across browsers, mobile devices and desktop computers. The overall feel is a clean layout with generous white space.

A Word On Styling Concepts

Consistency is kept throughout the website thanks to the selected colour set.
This colour set is a combination of “cold” colours such as blue and grey with “warm” colours such as green and yellow-orange. If not enough warm colours are used, the website risks becoming too gloomy. If not enough cold colours are used, the website could become too rich and bright.

The use of vectors, icons and flat design lighten the overall look and feel of the website.

The chosen typography flows naturally across large paragraphs, inspiring a healthy rhythm for long stretches of reading. It is clear and big enough so visitors can read effortlessly. It is applicable across browsers and computers. The overall feel is a clean layout with generous white space.