Concept - I designed an app I personally needed to improve my day-to-day life, Let's Graze
A concept born out of genuine frustration during the 2020 COVID lockdown. When delivery apps couldn't serve me as a vegetarian working 10-hour days from home, I started designing the app I wished existed.
It's 2020. I'm in lockdown, working nine to ten hour days from home, and I'm a vegetarian who barely has time to breathe - let alone cook. Vegetarian meals take time and preparation. You can't just throw something in a pan. There's chopping, soaking, planning, and a level of effort that's genuinely hard to sustain when your workday bleeds into your evening.
I'd open Uber Eats or Mr Delivery hoping for something decent. A proper meal. Something healthy. What I found was a handful of sad salad options buried under pages of burgers and pizza. The vegetarian section - if there even was one -felt like an afterthought. I'd end up ordering something that technically didn't have meat in it and calling it a win.
That gap - between what I needed and what the market was offering - is where Let's Graze came from.
Me, honestly. And the many people like me - vegetarians and plant-based eaters who are time-poor, health-conscious, and completely underserved by mainstream delivery platforms. People in Cape Town who want more than a side salad when they open a delivery app. People navigating a lifestyle that takes effort, and just need a little help on the hard days.
I started with the problem I knew intimately, then widened the lens. Through persona development I mapped three distinct types of plant-based eater - the committed vegetarian like myself, the newly curious convert, and the health-first pragmatist. Each brought different motivations, different friction points, and a different relationship with food and time.
From there I worked through the full information architecture - because the app needed to carry four distinct offering types without feeling overwhelming: recipe kits with fresh ingredients for when you want to cook but need the hard work done, pre-cooked meals for the evenings when you simply can't, ready-to-eat options for the really chaotic days, and snack boxes for everything in between.
I mapped user flows, built wireframes, and developed the Let's Graze brand identity in parallel - the name, the mark, the warm earthy visual language that needed to feel inviting and real, not like another wellness lecture.
Then I took it all the way through to final UI: onboarding, home, browsing, product detail, cart, checkout, and order tracking.
Sometimes the best brief you'll ever get is your own life. Lockdown gave me a problem I couldn't ignore and, for once, nothing but time to think about it properly. Let's Graze is what happened when a designer got frustrated enough to do something about it. The frustration was real. The need was real. The design tried to match both.
A fully realised concept - brand identity, user flows, wireframes, and production-ready UI screens across the complete user journey. Built to show what a thoughtful, vegetarian-first delivery platform could actually look like if someone bothered to design it properly.
