Mariam Raashed


User Interface, User Experience, App Design


Sanjambir Singh

Experience Design Project

MA Project Submission

List&Go offers a comprehensive solution tailored to flexitarians aiming to transition to a vegan lifestyle. To deliver the most effective results, we initiated a process that involved conducting user interviews and extensive market analysis. Through this research, we pinpointed the pain points experienced by our target users and gained insights into current market trends. Subsequently, we developed a prototype for an app designed specifically to address these identified pain points. This app is poised to facilitate the transition to a vegan lifestyle for flexitarians, offering a smoother and more convenient experience.

Design Process

The method is iterative and flexible, with understanding the problem as the starting point. This defines the approach and sets boundaries for the research to design the right solution.

Problem Statement

How might we make meat alternatives more accessible and encourage consumers to include them in their groceries more?


By leveraging the nudge theory, the app nudges/ pushes forward the idea of including more plant based ingredients in user's lives.

The solution consists of an app ‘List&Go’ which consists of a smart cart (IoT) and a smart list(app) experience, which goes hand in hand to make plant based alternatives more accessible.

Google Trends

Plant-based meat alternatives have grown significantly after the COVID-19 pandemic.

1 %

“Vegan food near me”

1 %

“Vegan cafe near me”

1 %

“Vegan food options near me”

User Personas


Name : Tom Haverford

Age: 26

Gender: Male

Profession: Entrepreneur

User Pain Points

  • Tom, a busy professional, has limited time available for cooking and grocery shopping
  • Tom often finds himself without essential ingredients at home, leading to uncertainty about what meals he can prepare.
  • Tom finds it challenging to effectively manage his shopping list including adding or modifying items as needed.

Needs and Goals

  • He need to be able to find recipes quickly
  • He requires a personalized generated shopping lists based on recipes
  • He desires a wide range of recipe choices to cater to different cuisines, preferences, and skill levels.
  • Personalized recommendations based on his taste preferences
  • His ultimate goal is to enjoy meals that he can prepare easily according to his taste preferences and restrictions

Name : Sarah Johnson

Age: 26

Gender: Female

Profession: Software Developer

User Pain Points

  • Amateur Cook, does not know recipes or how to cook
  • Unhealthy eating habits due to difficult working hours, wants to make a change
  • Does not have time to waste hours at grocery store and plan meals
  • Has dietary restrictions as she is also Lactose intolerant

Needs and Goals

  • Needs a time saving method to shop for groceries at the store
  • Needs to know ingredient alternatives while looking at recipes
  • Wants to choose more healthy options for her meals


To understand the pain-points, we interviewed 4 people who are flexitarians trying to be vegans.

Takeaway #1

“Finding the right chicken alternatives is hard”

Takeaway #2

“I don’t know what the alternatives to chicken are”

“Eating chicken is unhealthy but what do I replace it with?”

– Kaustabh Malik

Interview Insights


One of our users has expressed a lack of awareness about other plant-based alternatives, which has limited their ability to explore and adopt these alternatives.


Whilst all of our users have expressed the want to try different alternatives to poultry, but they don’t know where the all the dedicated products are located.


One user’s food choices does not prioritise sustainability, which may impact their willingness to explore and adopt plant-based alternatives.


Easy List

The smart list can extract ingredients of recipes from URL of recipe’s webpage. Users can directly shift the ingredients to their shopping list.

Healthier Recommendations​

By nudging user during the shopping experience, the app recommends the user to choose more plant based alternatives to their meat based ingredients.

Vegan Mode​

Users can toggle to vegan only mode which convert their meat based ingredients to lists into plant based alternatives.


Smartlist Sync

Smart cart can sync with the smartlist from the app which devices and guides you through the shortest route for you through the aisles in AR.

Healthier Route

The smart cart is self-guided IoT device that devices a shortest route through the supermarket aisles which users follow or lead

Easier Checkout

User can self checkout their products within the smart cart and make the payment in the app.

Sketching | Ideation

Hi-fidelity Wireframes


  • Create your lists or chose previous ones and add ingredients
  • Add and save URL’s from recipes available on the web and extract ingredients from them
  • Toggle vegan mode to change the meat- based ingredients to their healthier alternatives
  • Scan QR code on your smart cart which is available at your Supermarket store.
  • Follow/Lead the smart cart which devices the shortest route based on your list, along with the AR assist mode to showcase the route for your convenience.
  • By leveraging the nudge theory, the app recommends you the healthier alternatives
  • You can switch between the AR view or the 2D view to better view the aisles


In conclusion, throughout our project, we gained a deep appreciation for the significance of user needs and honed our ability to steer our process in a way that prioritizes the development of solutions aligned with those needs and requirements.

Our methodical, step-by-step approach ultimately enabled us to inject innovation into our final project, seamlessly integrating Augmented Reality (AR), Internet of Things (IoT), and User Experience Design into a unified whole.