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Vintago

UX/UI

Case Study

Vintago is a mobile app that helps women build healthier eating habits and develop a positive, sustainable relationship with their bodies through user-centered research and supportive, accessible tools.

User Research

Competitor Analysis

Prototyping

Information Architecture

User Testing

UI Design

Project Goals

Promote Healthy Eating & Positive Body Image

Creating a support system that raises awareness of healthy eating habits and helps women aged 25 and over develop a balanced and sustainable relationship with food and their bodies.

Address Social Pressures Around Body Image

Respond to the modern social pressures that distort women’s perceptions of nutrition and body image, offering an approach grounded in physical and mental well-being.

Provide a Sustainable & Effective Solution

Develop a long-term, practical solution that fits women’s everyday lives and supports their emotional and physical health through thoughtful design.

Empower Women Through Awareness & Community

Strengthen personal and social empowerment by fostering awareness of positive body image and creating a community that shares similar values.

The Challenges

Understanding the emotional, social, and behavioral barriers that prevent women from maintaining healthy eating habits, while identifying the key obstacles that make it difficult to build sustainable, long-term routines.

User Research & Insights

More than half of women report that specific foods strongly influence their emotional state.

12%

52%

26%

10%

Key Takeaway

52.6% report a clear emotional connection to food

Emotional eating is not occasional it is a recurring, meaningful experience

Food choices are often driven by emotional, mental, and hormonal states

Design Implication

Categorize recipes by emotional,

mental, and hormonal states

Shift from restriction based

nutrition to emotional awareness

Build a system that supports women

emotionally not just nutritionally

Research-Based Insights

75% experience social pressure around appearance

70% of women report dissatisfaction with their body image

Social media comparisons negatively impact eating behaviors

Physical & Hormonal State

Meals and content are tailored to women’s physical needs and hormonal cycles, supporting balance, energy, and well-being.

Emotional & Mental State

Design decisions are guided by users’ emotional experiences, promoting reassurance, safety, and a positive relationship with food.

Empathy Map

A breakdown of users' thoughts, feelings, and behaviors to better understand their emotional and behavioral challenges around healthy eating.

User Personas

Brief Story

Dana has been trying to improve her eating habits for several years. She follows nutrition influencers, saves healthy recipes, and occasionally signs up for meal plans, but never manages to maintain consistency. Work pressure, social meals, and emotional eating make it difficult for her to create sustainable routines. She knows what she should do, but feels overwhelmed by conflicting and disappointed in herself when she fails.

Pain Points

• Information overload

• Difficulty estimating portion sizes and balanced meals

• Emotional eating during stress or

evening hours

• Guilt, shame, and frustration

Goals

• Build a stable and healthy eating routine

without obsessing over calories

• Understand what, how much, and

when to eat

• Feel more confident about her body image

• Reduce guilt and emotional triggers

related to food

Dana levy

Married

MKT

Haifa

Seeking Balance

Active

Overthinker

Ambitious

Curious

Self Conscious

Key Insights

Healthy Habits Require Emotional Support

Users are not just looking for nutritional information they need reassurance, validation, and emotional guidance.

Motivation increases when eating choices are connected to positive feelings rather than guilt.

Clarity Reduces Overwhelm

Most users already know what to eat, but can’t translate knowledge into action. Simple visual cues, clear portion guidance, and structured steps remove cognitive overload and make habits achievable

Sense of Progress Encourages Consistency

Visible milestones and small wins reduce the feeling of failure and help users stay committed.

User Journey

A step-by-step overview of the user’s emotional and behavioral transformation while interacting with VIintago.

Information Architecture

A user centered structure designed to guide women through content, products, and community with clarity and ease.

Proposed Solution

VINTAGO is a women-centered nutrition app for women aged 25+, offering a positive, non-restrictive approach to healthy eating.
It provides curated meals, recipes, and nutritional insights tailored to women’s emotional, physical, and hormonal states, supported by a nurturing community that encourages intuitive and balanced eating.

How Does VINTAGO Work

A step-by step walkthrough of the VINTAGO experience from first interaction to everyday use designed to support women emotionally, physically, and socially.

First Contact & Onboarding