Amoy Street Food Centre 2.0

A conceptual project for Amoy Street Food Centre

About The Project

To create a richer culinary experience of Amoy Street Food Centre for tourists and locals by improving their service design.

Project Background

In 2016, I enrolled myself in a User Experience Design Immersive course at General Assembly and was given this project as the 3rd (out of 5) project for the 10 weeks course. After working 2 years as a UX/UI designer, I decided to use what I’ve learnt so far and reiterate the initial design of this project. This reiteration is purely for the user interface and interactions, to streamline the process and improve the visual design of the application.

For a more in depth look of the research for this project and the design of version 1.0, you can read all about it here, https://goo.gl/JqP5Au

Colour Scheme

Brief Introduction

The 2 personas that I’m focussing on for the project are, a business traveller and a tourist. From there, I identified the areas that needed improvement in the current service design of hawker centres.

Some of the needs of the personas were, finding new food, to navigate around easily, find facilities available around the hawker centre and learn about the rich culture and about its history.

The final design would be a responsive website as it’s a more universal platform and caters to users anywhere.

Capacity meter redesign as tables/chairs as it’s an iconic element of a hawker centre and it’s a better representation of seating capacity

Site Visit

Some of the observations that was made during the site visit during lunch time was that tables were quickly “choped” up the moment people arrived. Queues also started forming very quickly and if it got too long, it started to get confusing as to which stalls they were queuing for. There were also no clear menus for some of the stalls, things like that could get very confusing for a tourist. Also, the peak period times were between 12pm — 2pm.

Problem Statement

Lunches are usually a very rushed affair for working individuals. For tourist, food stalls lacked a general translation for food names as well as information about allergens.

Feature Ideas

• Having a recommendation feature in the site as finding new foods is a need for my primary persona.
• Transportation information as my primary persona needs easy navigation.
• Information regarding facilities available in/around the hawker as that is a need for both personas.
• A “trending” stall section to show the most popular stalls at that current moment as my primary persona is too busy to research and cannot make up her mind.
• A culture page to teach both personas about the local culture, such as “chope-ing”.
• A hawker centre capacity indicator to let them know when the busiest times are and when to avoid it.
• A online ordering system to let them order food in advance so as to help with the queuing situation at hawker centres.
• A food name translation feature to help tourist understand the names of some of our local dishes and also what they are.

The Old Design

The New Design – Mobile

Looking back on the previous design, I found the homepage and sidebar a little cluttered, information not structured well and the user interaction required too many clicks to complete a task. From there, I referred back to my research and personas’ needs, cleaned up the main navigation and design and designed a simple logo to give the hawker centre some branding. I used a similar colour scheme for the 2.0 design so as not to differ too much from the 1.0 design. I reduced the number of clicks by adding more information on the page, making it more scrollable instead of clickable and most clickable content are highlighted in orange, to show the user interactions clearly .

Filters organised by cuisines, bases and themes.

Design Comparison

* This project is purely conceptual and is not affiliated to Amoy Street Food Centre. Food images used are for visual purposes, they do not belong to me and are not affiliated to the actual stalls.