Ding
Ding is a conceptual delivery app for ordering
authentic international cuisines.


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Role:
Ideation, Research, Prototyping, Visual Design & UX

Tools:
Figma, Adobe Photoshop
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Duration: 
Nov - Dec 2022
Context
Covid-19 has changed the way people work. As people have shifted to working at
home, it also created new opportunities for great home cooks to turn their hobby
into a new career.

Ding adopts the speedy checkout approach of existing meal delivery apps such
as Uber Eats and DoorDash while also serving authentic international cuisines.
Problem

1.  Newcomers to Canada have difficulties finding authentic cuisines   
2. Uber Eats and DoorDash do not offer authentic meals 
3. A gap in home-cooked delivery apps in the market
How do we create an authentic food delivery app that offers home-cooked dishes? 
Competitive 
Analysis
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Personas
When conducting user research, I wanted to understand how ordering food plays a part in user's daily life when they have to live abroad for an extended period.

Target users include frequent work travelers, newcomers to Canada, expats, etc.
User 
Pain Points 

7
participants interviewed, 6 were identified as participants who missed ordering authentic home-cooked dishes but found it difficult to find when they stayed aboard. 

"It is hard to find and order a specific hometown dish when I am abroad."
"I want an authentic version, not an internationally adopted version of the dish."
"I need a little more information on the background of the chef."
"I spent too much time deciding what to order on Uber Eats."
Research 
Insights 
1.  Users want a reliable app to order traditional hometown dishes 
2. Want to ensure it is the authentic version 
3. Having too many options to choose from is overwhelming 

Solution
A delivery application that allows international travelers and ex-pats to order authentic home-cooked meals from locals. 

The application is derived base on 3 design principles
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User Flow 
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Low-Fi
Creating a user-friendly flow streamlined low-fi sketching. I focused on fast and seamless app transitions, incorporating features like the heart icon for users to appreciate their chefs on the Rate Order Page.​​​​​​​
Mid-Fi
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Mid-Fi Revision
In my initial design of the Ding app, I encountered challenges in achieving the right aesthetic balance. The visuals appeared overly high-end due to difficulty in sourcing cuisine images that struck the ideal professional yet accessible tone. 

To address this, I made adjustments by changing the typography from Source Sans Pro to Gill Sans for a more humanist feel and opting for a diverse pastel color palette instead of the initial rosy, white, and black colors.
Mid-Fi 
Revised Mid-Fi
Brand 
Identity
The Ding logo illustration is inspired by the idea of lighting up a lightbulb and
 symbolizes that "dish is delivered."

Orange is proven to stimulate the brain, which increases mental activity and often
stirs up a sensation of hunger, which makes it the perfect primary colour for the app.



Solution
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1. Three Clicks

Efficiency: A Speedy
Checkout System
Choose the price, portion size, and scheduled time for delivery.
2. Chef's Story

Variety: Read the chef's story 
View a selection of local chefs and read their stories. 
Vote on a dish you want prepared and the dish with the highest vote will be available for ordering on the next day. 
3. Rate Your Order

Specialty: Favourite a dish 
Heart a previous dish to send your appreciation to your chef.
Reflection




Through user research, I discovered that in addition to the conventional food delivery apps, there's a desire for home-cooked meals that evoke feelings of nostalgia.

For newcomers and frequent travellers, the experience can often be lonely, and they seek a sense of connection. This nostalgia-driven preference differs from the extensive options provided by standard delivery apps, resembling the comfort of a home-cooked meal, reminiscent of what one's mother would prepare.​​​​​​​

If I had more time on this project, I would add safety and sanitary guidance and design for the home cook's flow.