Gomae aims to build the future of food by giving users quick access to vegan products and menu items at local restaurants in Vancouver. ​In a world where the food industry is lead by fast food companies driving obesity rates in North America, I knew that a drastic shift towards a more nutritious and sustainable diet was needed and I wanted to be a part of it. I joined the Gomae team as a Product Designer to conduct research and design new features for their mobile app.

My Role

I lead the research and testing to validate the development of new features and collaborated with a front end developer for the visual and interface design.

The Opportunity

Many peoples' greatest hurdle to becoming completely vegan is eating socially - especially at restaurants. To make that problem a bit easier, Gomae puts that information into the user's hands and gives them the power and speed to make an appropriate decision. The product is an app that allows customers to find local restaurants and menu items that are vegan or vegan-friendly by offering tips on how to customize the food. 


Gomae is constantly iterating, innovating and delivering more value to users with new features. My goal was to better understand user needs and frustrations, and ideate on solutions to better serve them, while also generating a revenue stream for the business and increase engagement on the app. 


Research & Discovery

I started by wanting to understand user perceptions and mental models by using a number of different research methods to gain insight into user needs:

  • Sent survey questionnaires to volunteers in the vegan community through social media groups.

  • Analyzed and synthesized user feedback collected through the app.

  • Conducted interviews with participants outside local vegan restaurants.


​I also met up with vegan influencers on Instagram to conduct usability tests and interviews by letting them explore the app, and provide thoughts, feedback, and ideas on the various flows and screens. 


By looking at trends and patterns in the data, I developed two user profiles to capture our target audience.


The Newbie Foodie

  • Needs guidance on how to make meals vegan-friendly

  • Wants to find more vegan restaurants to try in the neighborhood

  • Cares about staying connected to the vegan community

The Vegan Veteran


  • Needs to stay updated on new restaurants, products, and events

  • Wants to offer knowledge and build awareness around veganism​

  • Cares about influencing and making an impact on the vegan community

Strategy & Design

Knowing the wants and motivations of our users, I was able to narrow down the scope to achieve two major goals:

  • Help users stay up to date on the latest events, information and discover new restaurants and products.

  • Include more restaurants, menu items, and modification options.

I worked with the product owner to conduct a competitive analysis of other apps that were solving similar problems that we were trying to achieve. We looked at apps like Facebook and Instagram to understand their newsfeed and social capabilities, as well as Yelp and Honeycomb.ai for their restaurant databases.

Core Experiences


We converted the homepage to a newsfeed to keep users up to date on the newest events, products, and pop-ups in happening the community. Not only was this a monetization opportunity to partner with businesses, brands, and influencers to promote their products and services, it also meant no more FOMO for our users! Win-win-win.

I guerilla tested this initial design and received feedback from participants to inform a few iterations.

Feedback that I received that I considered for the iteration:

  • Headlines not clear enough for full context.

  • Not sure what to expect when clicked on.

  • The copy is hard to read on top of the background image.

  • Big logos are distracting, seem marketing heavy and not genuine.

Taking into account this feedback, I made changes to the design of the Newsfeed screen.

Add Restaurant / Menu Item

This feature allowed users to add their favorite menu items, modifications, and restaurants by filling out a simple form. The primary call to action encourages users to add and share the creative ways they have customized menu items to become vegan, while the secondary CTA allows customers to add more restaurants.


I kept the form design simple and minimal, grouping together mandatory fields at the top so users can fill out only the essential information first and choose to contribute more details later.

I added another touchpoint on the restaurant menu screen so users could add menu items while browsing their favorite restaurants. I moved the call restaurant button from the top right corner to the bottom right for easier reach and moved the disclaimer information originally on the homepage to the top right of the restaurant menu screen because of relevance. 


After our initial release of the Newsfeed feature, it quickly generated interest from a local company, The Juice Truck. We worked with their team for a paid feature on the app. We also reached out to influencers to feature their content such as blog posts and podcasts. Our next steps are to track engagement on the content on this page. 

The Add Feature received 3 submissions in the first week, which included 2 menu items and 1 restaurant. We plan to conduct a usability test to capture any improvements that could be made to the form and flow as our next steps. 

Next Case Study

Helping customers make confident purchasing decisions by presenting the right information at the right time.

© 2019 Jackie Huang