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Role            UX Designer

Tool             Pen & Paper 



Duration     08/2021 - 09/2021


- Food First -

There are moments when you feel like it is hard to order the right amount of food for a family dinner with their diet preference. And there are moments when you are so tired from searching restaurants and dishes that you just don't want to order again.

FamilyFood+ is the solution to problems like these surrounding one's diet. Here are some of the screens in motion.

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For foodies, trying new food becomes more efficient by selecting diet preferences and filter out the food to avoid.


Repetitive eaters may effortlessly order their favorite food from order history and favorite restaurants.

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Simply enter the number of people to dine to order the right amount of food for families and friends with recommended combos.


- Understanding The Challenge -

The core of the challenge was "to create a food customization app for family diners", which is surrounded by a number of tasks. For example, it involves who is the one who orders food delivery in a family, in what context people would like to order food delivery, what problems do users face with their previous food ordering experience, and the list can go on. I did not want to jump right into ideating concepts based on assumptions. Instead, I wanted to understand as much of the ordering food experience as I could in this limited amount of time to make sure my concept was effective and valuable to users.


-Secondary Research
-User journey map


-Problem Statement
-Competitive audit

Lo-fi design

-User Flow
-User Story Board
-Pen & Paper
-Layout & Structure
-Testing w/ lo-fi prototype

High-fi design

-Visual design
-Interaction design
-Motion Design


- Testing w/high-fi prototype
- iteration on the UI


- Research -

Secondary Research

Target User

One in three food delivery consumers is a millennial, age 25 - 40, according to Statista.

Family of Target User

30% of millennials have a spouse and child, 14% of millennials live with their parents, and 13% of millennials have a spouse with no child.

Technomic estimates 46% of restaurants and foodservice chains understand the increasing customer's need to customize the order, 72% of costumers expect customization.

According to a report published by Mintel in May, 58% of the millennials surveyed consider themselves a "foodie" and 57% think planning meals takes more time than they would prefer – they tend to eat out more.


To understand the user need, I have conduct interviews remotely with 5 participants age 25-40 in my network, who order food delivery 1-3 times every week. In the recruitment, I tried to have people different in age, gender, and marital status for better generalizability. 

When preparing the script, I kept the questions open enough for the participants to elaborate on their relationship with their experience in food delivery. In this phase, it was especially important for me to be unbiased and open so that I could spot the pain points.

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Persona Development

I quickly coded the responses from the interviews and found that the target users are working adults who don’t have time to cook meals and people who order food delivery for family gatherings on weekends. 

The research has found different eating habits among the users. Some see the process of finding food as an enjoyment, who like to follow the footsteps of their favorite foodie influencers to try new restaurants, and search for good food by themselves. Therefore they would like to have good search engines and filters to find the new restaurant desired.


Some see the process of finding food as a burden, energy, and time-consuming. They prefer to make a repetitive order of their favorite food with the assurance of their food choice would only lead to a known and good dining experience. Therefore they would like to make the same order from history and schedule their order for an entire week.


This user group confirmed initial assumptions about Familyfood+ customers, but research also revealed that effective communication and flexible payment are key in continue using the food delivery app.

The communication with the participants helped me create the following two personas.

Administrative Manager

Monica | 37 yrs | Taiwan

A working mother, lives with her husband and children


  • To minimize the energy in order food on a day to day basis, so they can do more tasks at home after work efficiently

  • Don’t want to spend too much money on the delivery fee



  • Finding food is time-consuming, when sometimes she just wants the exact food from last time

  • When the toddler successfully order take out on her app without her notice 

“I just want to get the food thing done, so I can work on other things at home.” 

About Monica

Monica is a working mother, she orders food from the takeout app every two or three days in the evening, so she can order a larger amount of food with free delivery fees for her family efficiently.


She feels very upset when she cannot order in a new restaurant recommended by her friend whenever the restaurant is closed or they have too many orders that they cannot take any orders.

Problem Statement: Monica is a working mom, who needs an easy-to-use food order app because cook after work is too energy draining.

Marketing Assistant

Ana | 27 yrs | Taiwan

Single, lives with parents


  • Wants to use the easiest way to order food in family gathering on weekend

  • wants the best quality in food delivery to make their family happy

  • To be an advocate of the brand’s value

  • Adventures in trying all the food recommendations from her friends and bloggers



  • Hard to order the right amount of food for a group

  • It is hard to switch credit card and delivery addresses easily

  • It is hard to find food that suits her family diet

“Family’s happiness is my first priority.” 

About Ana

Ana is a marketing assistant and lives with her parents. They ask Ana to order takeout on weekends to take a break from cooking. Ana wants to make her family happy by having a good take-out experience, but order the right kind and amount of food for a group is time-consuming, and not being able to switch credit card and delivery addresses easily often frustrated Ana.

Problem Statement: Ana is a Marketing assistant, lives with her parents as a single, who needs a food order app easy for group orders for family gatherings on weekends.

Monica's User Journey

Goal: To minimize the energy in order food on a day-to-day basis, and have a good food experience.



Select Restaurant


Submit orders


Wait for the meal


Receive the meal

Task List

A. Open app

B. Use filters to find restaurants

C. Click on the restaurant page

D. Read menu

E. Read the comments below

A. Order food items

B. Provide payment information

C. Submit orders

A. the app gives notification of submitted orders 

B. the app provides the estimated arrival time

A. Food is delivered

B. Opens the door and picked up the takeout

C. Display it on the table

Pain Points

Frustrated in the effort she has to put up to find the items she ordered before

Fear the toddlers successfully order food without supervision.

Children might be hangry while waiting, which causes the parents to be even more annoyed




Provide the option to order meals from order history.


Provide an optional setting for users with toddlers, where they have to insert an extra password right before submitting their orders.


Make the button to schedule orders more obvious, so users can make their order ahead of time, thus be delivered on time


Ana's User Journey

Goal: Wants to use the easiest way to order food in a family gatherings on weekends with the best quality.


Task List

Pain Points




View recommendations

A. Click on the review page

B. Click on desired meal

C. Read food recommendations

Excited to take advantage of the family gathering opportunity to try new food