Streamplate
Role
Brand, UI, UX,
Size
2 Product designers
Client
Bright OS
Reimagine the food ordering experience with health tracking in order to promote a healthy lifestyle.
Brand Refreshment
Streamplate is a technology startup, aimed to build a personalised food delivery App powered by the Machine-Learning engine.
I redesigned the logo and helped them establish the brand guideline to demonstrate a friendly and considerate personality. The logo design took into account our mission which was to make people feel healthier in daily life. So I designed the logo in a way that makes people feel emotionally and visually balanced, just as how eating should be.
Methods
Empathising
Contextual Observation
Interviews
Generative Workshops
Synthesising
Personas
Affinity Diagramming
Ideation
Storyboards
User Journey Map
Prototyping
Testing
Usability Testing w/ Think Aloud Protocol
Overview
The Company
Steamplate was in the early stage of a startup, as I was the first design hire, my role was spanned from the brand, marketing and product. The challenges can be divided into 2 categories, the overall design in terms of digital presence and the product side.
Key Focus Area
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build the design foundation which allowed us to follow for future development both in branding and product side
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My priority was to define and prototype critical functions and features as quickly as possible because we were in the middle of applying for accelerator programs.
Design System
I led the team to establish the design system to make sure the consistency of designs and implementations.
Ideation
Due to the aggressive timeframe we had for the submission of accelerator programs, we decided to move quickly in the design team, so we have run workshops and whiteboardings on daily basis to brainstorm and validate the ideas with different stakeholders.
Sprint Session
Crazy 8's was adopted to ideate functions and features.
Features ideation
Once we have decided the idea we would go with, we sketched on whiteboards to communicate with teams.
Food Ordering
Food ordering is one of the core functions, the home screen will be the personalised items, meanwhile, the choices also been given through browsing among different tabs above for more categories.
Healthier Choices
Allows users to see the healthy food options based on their energy intake for health-conscious people, so users will be able to track their health data and make choices based on their energy cap along with meal log function.
Meal log Screens
Users will able to track their nutrition and energy intake through the meal log, by adding the food ordered with Streamplate. They are also allowed to log their own meals and snacks by scanning barcodes or search from our database.
Final Design
Solutions
Final Design
How might we make people feel healthy and stay on track while promoting a healthy lifestyle.
Problem Statement
User testing task flows
We analyse the user flows of the given tasks, then we improved the UIs for later version
User testing with think-aloud protocol
We conducted 7 user testings and asked about experiences with health apps and food delivery apps prior to usability testings.
User-testing
Key Takeaways
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A friendly and clean UI is the most important part of an effective food ordering process, many participants have the experience of quitting or switching to other food ordering apps because the interfaces are hard to understand or messy.
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Onboarding guidance on how to use the app is important as there are no like-kind Apps in the market.
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Personalising food recommendations is crucial to meet different needs such as healthy eating, exploring new things, popular items nearby, etc. Besides, we need to think of how to own the ‘healthy choices’ feature and separate this feature from others to create a memory point as this is one of our product highlights.
Result & Reflection
First kind in the market
Our innovative way of integrating health tracking and food ordering gives us the opportunity to distinguish from the saturated market, more importantly, to raise health awareness for a healthier life.
Leading financial opportunities
I have led the design team to form and design the concept of healthy eating choices along with calories tracking. My contribution to the product has led to a few investments as well as paved the way for a long journey.
Moving swiftly in an agile culture
Like many, Streamplate was moving at a very fast pace, as a designer, I've learned to develop prototypes rapidly for testing and validation. I was able to make a huge impact on the product and strategy in its early stage. More importantly, the experience is highly valuable for me to become a better designer.
Future development
There are still some aspects of healthy eating we haven't think of yet such as taking account of calories consumption into your energy daily intake and how that would affect healthy choices.
View other work
Design Goal
Design a Product That Can Create a Long-Lasting Impact
There has been a surge in Food delivery apps growth over the past few years, and the market was saturated. Online ordering has become a part of our life, especially during the pandemic. So after I joined Streamplate, I started pondering how we can create a business that is not just another food ordering App, but a product that can adapt to the fast-changing customer behaviours and even disrupt the post COVID world.
“Jules”, a 29-year-old woman living in Surry Hills. She likes to cook, explore new restaurants. Although Jules prefers cooking for herself to maintain a balanced diet, she doesn’t always have the time, also due to the lockdown, she sees ordering food as the only option, albeit unhealthy.
"I ordered food a lot recently, like Maccas, HSP, they are very unhealthy things" - Jule
Provisonal Persona
Initial Research
Unhealthy Foods Are Popular
I did secondary research and interviews to gain some understanding of the industry, also users' past experience using food ordering applications, and the result helped us develop the initial persona.
70% of users utilised their takeout/delivery food applications to order quick service or fast-casual food. and the most frequently ordered foods include burgers and fries, pizzas, chickens, etc., This indicated that calorie-dense options are some of the most popular choices.
Food Ordering Flow
I mapped out the food order flow to help us determine the type of interaction needed for completing an order.
Manual Meal Log Flow
For the foods that are not ordered with the App, users are still able to log them manually in order to stay on track.
Process
We took an experiment on Lean UX as we want to go through design phases much faster with the limited resource we had. We brought multi-functional teams with various skillsets together through frequent contact and communication so that we could obtain feedback as quickly as possible instead of wasting time on creating time-consuming documentation.