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MeetFood
I transformed the food online shopping experiences from searching to watching
-- by connecting users to food providers via stories created by content creators.
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Decision fatigue…
and more underneath
The phrases above are key findings affinity-clustered from fast-paced qualitative interviews with 9 target users about their shopping experiences on delivery apps, conducted collaboratively by 3 designers, including myself.
Users lack a trustworthy way to compare options, leading them to depend on external validation rather than making informed, independent decisions.
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Turn Searching to Watching
I designed MeetFood to turn food discovery into an intuitive, engaging experience by integrating storytelling with seamless purchasing. My approach focuses on reducing friction, enhancing trust, and fostering community-driven engagement.
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6 Business Partners
I joined the team when everything was still a concept. As the first designer and a key contributor for 1.5 years, I navigated the end-to-end design process—from 0 to 1, through business pivots, to real-world implementation.
Scroll down to explore the journey!
Design isn’t just about aesthetics...
It’s a way of thinking that challenges the status quo and bridges cross-functional teams for real impact
Plan the vision by Going beyond the immediate needs
The image above visualizes my approach using the Analysis-Synthesis Bridge model to synthesize user feedback from rapid interviews. Instead of just solving immediate needs, I distilled insights to shape a broader vision.
Starting from this vision and reasoning backward, my analysis supported choosing a video-based app as the modality. Food discovery is inherently visual and social, and video fosters trust, engagement, and a collaborative experience through transparent, creator-driven content.
Prioritizing MVP Features Through concept testing
Embedded Checkout
To test the impact of direct purchases in videos on conversions
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Social Profile
To test which social features foster trust and encourage engagement
Similar Food
To test the impact of suggestions on continued exploration
Map View
To test the impact of location-based suggestions on personalized discovery
Designing at a fast pace, there was always no time to conduct extensive research. Therefore, “research through design” is a method to ensure evidence-based design with time constraints.
Collaborating with other 2 designers, I tested 4 key concepts through 10 remote sessions with participants aged 21–35, each addressing user needs for trust, social engagement, variety, and convenience.
Design Decisions
Social features first, then enable transaction
Design System & Components
Rounded Corners
Creates a soft, approachable interface that invites exploration
SF Pro Font
Optimized for readability on small screens, aligning with MeetFood’s modern brand
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Design Components
Ensures visual consistency and enables quick updates for the tech team
To create a soft, approachable interface that invites exploration, I also designed a scalable design system. Orange and rounded corners set the primary vibe, making the experience feel vibrant to support our mission of making food discovery engaging.
Impact
Applied across platforms, both on app and also the advertising web
Limited Merchants?
Turn it into a UX problem
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My Contribution
Designed adaptive UI solutions in collaboration with the business team
Business Growth
Expanded business partnerships from 2 to 6
In MeetFood's early stages, we had fewer-than-expected partnered merchants. To tackle this challenge from a user-centered perspective, I reframed the business problem into a UX question -- identifying the gap between browsing and purchasing while also designing solutions to collect data for business growth.
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from feature reduction to feature addition
As Meetfood was in its early stage, there was , and finally our team pivoted with a community-first approach. Instead of forcing features users wouldn’t use, we focused on engagement and demand-building first.
As the community grew, we learned how users interacted, what built trust, and what naturally led to transactions. This informed our gradual rollout of transaction features, ensuring they aligned with user behaviors rather than feeling forced.
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Scalability
Home Page
Modular card design for flexible content adaptation
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Video Page
Consistent information layout to maintain user trust
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Navigation
Built-in pathways for full shopping access
Since the checkout feature is only temporarily on hold, scalability at this stage means design with future integration of transaction-related features in mind. That’s why I structured the MVP to seamlessly evolve from a community-driven platform to a transaction-enabled experience.
Edge Cases…
But Some Matter More
Profile Page Loading
API Failure
Not all edge cases require the same design investment.
Some edge cases are temporary. For example, the loading page (left) is a transient issue that will naturally improve with technical optimization.
In contrast, some are recurring. For example, API failures (right) are more persistent and cover a broader range of failure scenarios, warranting more robust design considerations.
Handoffs to future teammates before I left
Meetfood has multiple stakeholders, and this case study I focused on the ToC experience as they are our end users.
I also designed low-mid fidelity prototypes for the business users (the merchants) to update menu, organize transactions, and track selling activity.
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We align on the big picture together, then divide tasks strategically so everyone contributes effectively.
Below is an example of how we assigned work after finalizing the user flow together, using color-coding to track progress from low-fidelity to high-fidelity.
Engineers check our our Figma too. I mark what we have done, in progress, and will be doing.
Each frame has clear annotations and is connected within a user flow to ensure transparency and alignment.
