Food Ordering Experience for South East Asia

Easy Eat is a food ordering application based in Malaysia catering to people who are usually Chinese, Malay & Indian.

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Tranformed the existing web app  into evolved food ordering experience. Together with the Easy Eat team, enabled restaurants to build loyalty with their customers  & increase engagement.

Team

1 Project Manager, 1 UX Designer + 1 UI Designers

Timeline:

3 Months

My Role:

Research, Conceptualisation, UI Design, Preference Testing

screens delivered and successfully implemented

countries actively use the app

restaurants experienced a significant boost in customer base and engagement

Problem

The existing web app suffered from unclear navigation and low interactivity, limiting user engagement. Restaurants faced challenges reaching customers directly due to aggregator reliance, resulting in poor dine-in to delivery conversion rates.

Solution

Redesigned the UI to be culturally relevant, streamlining the ordering experience and integrating personalization and gamification, to boost user engagement and restaurant visibility.

Redesigned the UI to be culturally relevant, streamlining the ordering experience and integrating personalization and gamification, which boosted user engagement and restaurant visibility.

Solution

How did I reach the solution?

Research

Analyzed existing food applications in Southeast Asia to understand the visual language

GrabFood, Foodpanda, and Deliveroo succeed in Southeast Asia by delivering a seamless, localized user experience that caters to diverse cultures and payment preferences.

Their intuitive interfaces, real-time order tracking, and personalized promotions build trust and encourage repeat usage.

Analyzed existing food applications in Southeast Asia to understand the visual language

Indian food apps were no longer my inspiration. I looked into GrabFood, Foodpanda, and Deliveroo which succeeded in Southeast Asia by delivering a localized user experience catering to diverse cultures and payment preferences.

Interface Design Variations

3 UI themes were shared with the participants to get feedback on how well the application sits in the cultural setting.

Flat UI Design
Minimalistic with a touch of neumorphism
Dark Glassmorphism

Preference Testing

Each theme came with its set of pros and cons, so to ensure a user-centric approach, we conducted virtual testing sessions with the target audience, gathering feedback and asking follow-up questions to validate the UI themes. Along with the preference test, we laid out a google survey to collect data from a wider audience.

I worked on the theme around minimalist design with a touch of neumorphism and it was preferred by most of the participants.

This helped to understand the user’s mental model, the possible cultural differences and create a user-centric design. I worked on the theme around minimalist design with a touch of neumorphism and it was preferred by most of the participants.

⚠️ Due to development constraints, we went ahead with the second preferred option which is the Flat UI

become culturally relevant.

Redesigned the UI to be culturally relevant, streamlining the ordering experience and integrating personalization and gamification, which boosted user engagement and restaurant visibility.

Solution

Design Decisions

The minimalistic app design ensured a high level of user interactivity by focusing on necessary elements and removing any complexity. The final UI focused on three key areas: