Role
Full UX/UI Design · Visual Identity
Type
Personal Concept Project
Tools
Figma · FigJam
Project Context
FoodyGo is a restaurant app concept for a fictional local restaurant looking to digitize its service. Beyond just design, this project includes full visual identity work — logo, color palette, typography — making it a brand-to-product exercise. The goal: make food ordering feel effortless, joyful, and fast.
User Research
I analyzed 3 popular food ordering apps (Uber Eats, Deliveroo, local competitors) and identified the key friction points users complain about:
Checkout flow too long — users abandon at payment step.
Poor menu organization — no clear categories, no photos for every item.
Order tracking is stressful — vague ETAs, no visual progress.
No easy reordering — users must search from scratch every time.
Visual Identity
Before designing screens, I defined the brand identity to ensure every design decision was consistent:
Color Palette
Tone
Warm, energetic, appetizing. Colors that make food look delicious.
Typography
Bold headlines for menu items, clean body text for descriptions and prices.
UX Solutions
Category-Based Menu Navigation
Starters, Mains, Desserts, Drinks — clearly segmented with sticky tabs. No scrolling through 50 items to find what you want.
Visual-First Dish Cards
Every dish has a hero photo, short description, and price visible at a glance. Good food photography is the best conversion tool.
Customizable Orders
Cooking preferences, extras, and modifications handled inline before adding to cart — not as a confusing step at checkout.
One-Page Checkout
Reduced checkout to a single screen: cart summary + delivery address + payment. Minimal steps = lower abandonment rate.
Live Order Tracking
Visual step-by-step tracker (Confirmed → Preparing → On the way → Delivered) with real-time ETA. Reduces anxiety and support requests.
Smart Reordering
"Order again" button on past orders. Saved favorites. Frequently ordered items surfaced on the home screen.
Screens
Home & Menu
Dish Detail
Cart & Checkout
Order Tracking
Profile
Reflections
FoodyGo gave me deep practice in e-commerce UX — particularly the psychology of conversion at each step of a purchase funnel. I learned that in food apps, the visual quality of content is as important as the UX structure. And that reducing the checkout to a single screen is often the single highest-impact UX decision you can make.
“In food ordering, every additional step is a potential exit. My goal was to get users from ‘I'm hungry’ to ‘order confirmed’ in under 90 seconds.”