01 OVERVIEW

Background

📍 Bangkok, Thailand
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Ever experience the struggles of choosing what to eat? Sometimes, the places you want to go are too pricey and sometimes they’re just too far. Hiww can simplify that process and solve the problem for you. This was a fun side project I did with my friends. It all started when my teammates and I wanted to tackle the food waste problem in Bangkok (where we’re all from).
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My Role

Problem

Background

My Role

64%

of Thailand's municipal waste is made up
of food waste 🍳 🍴

Research from Thailand Development Research Institute (TDRI)

• Restaurants want to reduce food waste and maximize profits, but do not want to allocate resources to do so
• Many middle to low income people are budge-constrained. It is sometimes difficult to search for cheap and accessible places to eat.

Opportunity

What if we help restaurants turn leftovers into profits by making end-of-the-day food more appealing to customers?

Hypothesis

By providing a platform to connect end-of-the-day food items from restaurants to people at a promotional price, both sides will benefit and food leftovers will be reduced. This app will notify and allow users to purchase them during the last few hours of operation. .‍

02 RESEARCH

Hypothesis Validation

USER RESEARCH
(Customers & Restaurants)
In order to continue with this idea, we needed to validate our hypothesis and understand the points of opportunity of this intervention, through research.‍

RESEARCH METHODOLOGY‍

Quantitative Research

102

Survey 📝
Responses

To identify customer target segment/potential users

Qualitative Research

4

Customer 👩
Interviews

To understand user motivations, pain points and customer journey

Qualitative Research

6

Restaurant 🍽
Interviews

To understand restaurant's food waste problems

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Key Takeaways from Research
‍

Price & Convenience
are the biggest factors when customers decide on what to eat

Over 80%
of the people surveyed cared about promotional prices / discounts

No Common Source
of information on ongoing sales and promotions

Restaurants
have ways to take care of leftover fresh foods, but not for ready-made food (eg. Bakery, packaged foods)

‍‍
View Research Summary →
(Includes objectives, initial stakeholder discussions, UX goals, key takeaways)

Competitor Analysis

Based on the survey responses and customer interviews, I decided to analyze the alternatives respondents have mentioned to discover promotional food items. This is to help us find a unique positioning that will make our product stand out from others.

04 IDEATE

How Might We

• Based on customer's existing journey, I created the user journey for our app. The main stages are: Discover, Make Decision, Plan. I combined Discover, Explore, Investigate into one main stage to help simplify the journey.
• I created several 'How Might We' questions for each stage in order to help guide the design of our product.
• I then listed the features that would solve the HMW statements
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Solution
‍
Our product will simplify customer journey and make user experience positive from start to finish. We aim to help users make decisions easily by providing options tailored to their preferences. Providing details on food options in the same platform will also help streamline the entire process. Putting the entire process of exploring, investigating and planning in one platform will help save users time and fulfill their end-of-the-day needs.

USER SCENARIO
From there I started to map out how this application would work. I first started by creating a user scenario in order to better empathize with the context of our users and articulate their goals.

'Hero' Task Flow
‍
I then created a 'Hero' Task Flow to illustrate the motivation and primary steps the user takes to accomplish the goal defined in the user scenario.

05 DESIGN

Style Guide
I created a style guide to represent the branding of our app. I chose the green-ish color to represent 'environment'. However, since green is the color of our main competitor (Grab Food), I made sure to choose a completely different shade. I chose yellow/orange color as the secondary color because according to color psychology, yellow and orange are colors that make people feel hungry.

Logo Design

While coming up with a logo, I wanted to combine elements of our product. That includes pin for map and location, fork/spoon for food, h for “hiww” and leaf for environment.

Final logo design made with Adobe Illustrator. Here I combined 2 aspects of the product, a pin (represents map app) and a spoon (represents food app) and combined the primary and secondary colors.

Key Features

📲 Push Notifications
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• Geo-triggered push notifications will inform users of nearby restaurants going online and offering special promotions.
• Promotions/discounts and convenience are users' biggest motivations. This is to help stimulate user engagement.

🍔 Discover Nearby Restaurants

• Map view on the homepage so users can easily view nearby restaurants
• “Online” —> Green borders labels which restaurants are currently online, meaning the discounted food items are currently up on the app and available to buy
• 'Promo' banners to show which restaurants have special promotions

🎁 Notifying Nearby Promotions
‍

• Pop-up message suggesting places to eat, based on user's location and preferences
• Helps users make decision and lead them straight to map route

🔍 Simplifying the Search
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• Sort (by distance, price or popularity) to reduce cognitive overload and improve ranking suggestions
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• Filter search results and ‘explore nearby’ suggestions by price, distance, dietary options, only displaying places currently online or selecting windows of when restaurants usually go online

📍 Real-time GPS navigation
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• View best route and the estimated time it takes to travel to the destination.
• This is to further improve the convenience for the customers and saving them from visiting multiple platforms and sources.

🎮 Gamification
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• After users purchase a meal, they collect points that takes them closer to the next milestone. This provides instant gratification.
• Their profile page contains statistics that can act as another motivating factor for increased engagement.

Final Product

06 CONCLUSION

Next Steps
• We would like to continue this project because after talking to several restaurants, they have validated our idea and believed this product could be beneficial to them.
• In the future, we will need to conduct user testing in order to refine our idea and validate whether our product really solves customers’ pain points.
• I will also need to design the restaurant’s version of the product, including how they would input leftover items into the system.
• With more time, I would explore more solutions / features to meet our HMW statements and evaluate the options with my team to find the best solutions

Key Learnings
• Learned how to scope down ideas into a solution that targets our persona and considers the competitive landscape
• Importance of user interviews and validating our hypothesis - some restaurants already had their own way of dealing with leftovers and didn’t have the need to use this product. Interviewing several restaurants made us realize we should focus our efforts on a smaller market segment, targeting restaurants with packaged food.
• Learned about leading and managing a team, including setting meetings, splitting and organizing tasks and setting deadlines. Since this was a side project we did during school semester, I learnt about the challenges of motivating team members and about the importance of setting goals and expectations.

A solution for restaurants to reduce waste & increase profits...

...and for customers to find nearby foods at cheaper price

Background

My Role

Problem

Background

My Role

64%

Opportunity

Hypothesis

Hypothesis Validation

📝 102

👩 4

🍽 6

102

4

6

Target Users