My Framer Site

Overview

Haifood is a food delivery service under Haitoko SuperApp, designed to help users easily discover nearby restaurants and order meals quickly and reliably within one platform.

As the solo Product Designer, I led the end-to-end design process — from user and business research, product flow, wireframes, and UI design to usability testing. I collaborated closely with stakeholders to align business goals, and worked with developers to ensure a smooth and scalable product experience from concept to launch.

Challenges

Haitoko wanted to expand its ecosystem by introducing a food delivery service. The challenge was to design an experience that feels fast, intuitive, and trustworthy while integrating smoothly into the existing superapp. I needed to ensure the new flow felt seamless for users and aligned with the platform’s overall structure and goals.

Understanding users and opportunities

[01]

Research

User Analysis

User analysis involved interviews and benchmarking to uncover key behaviors, pain points, and expectations in food delivery experiences. These insights shaped solutions that simplify ordering and enhance usability, ensuring Haifood’s design remains intuitive and grounded in real user data.

User Insights Summary

User Demographics Overview

Product Requirement

I began by gathering product requirements from stakeholders to identify key features and goals, ensuring the design aligns with both user needs and business priorities.

Ordering Food

The application should allow users to browse and order food from various restaurants. It should provide an estimated delivery time and allow users to track their order in real-time.

Order from Different Restaurant

The application should enable users to order food from multiple restaurants in a single transaction. Users should be able to add items from various restaurants to their cart and place an order.

Requesting Restaurant

The application should allow users to request food from a restaurant that is not listed in the app. Users should be able to provide details about the restaurant, such as its name, location, and menu.

Understanding users and opportunities

[01]

Research

User Analysis

User Insights Summary

User Demographics Overview

Product Requirement

I began by gathering product requirements from stakeholders to identify key features and goals, ensuring the design aligns with both user needs and business priorities.

Ordering Food

The application should allow users to browse and order food from various restaurants. It should provide an estimated delivery time and allow users to track their order in real-time.

Order from Different Restaurant

The application should enable users to order food from multiple restaurants in a single transaction. Users should be able to add items from various restaurants to their cart and place an order.

Requesting Restaurant

The application should allow users to request food from a restaurant that is not listed in the app. Users should be able to provide details about the restaurant, such as its name, location, and menu.

Shaping the Solution

[02]

Ideation

User Flow

Next stage I'll create the user flows to represent the series of steps that a user goes through to achieve a particular goal. User flow helps to visualize the path that a user takes when interacting with a product or system.

Userflow - Ordering Food

Userflow - Requesting Restaurant

App Architecture

As the next step, I created the app architecture to break down the information and features that will appear on each page.

App Architecture

Wireframe

The next step is for me to create a wireframe to communicate the layout and functionality of a digital product to stakeholders and developers.

Wireframe

Defining the Product Look & Feel

[03]

Hi-Fi Design

Prototyping

After aligning on the user flows and wireframes with the business team, product manager, and developers, the next step was to translate these foundations into high-fidelity designs and build a cohesive design system.