jennifer shen


2015, ux design / REsearch

Connecting people who love to eat with people who love to cook.



Foodr is an iOS mobile application connecting people who love to eat with people who love to cook. Our team discovered that there was demand for a platform for food lovers to sell and buy home-cooked goods. 



Our team started by conducting some background research by reaching out to 8 sellers and 10 buyers. I conducted non-directive interviews to explore common use cases. I then invited two sellers to engage in a short ethnographic field study, where we asked to shadow the participants while they carry out their daily tasks of preparing and advertising home-cooked meal. 

Once we established the common scenarios, we were able to define detailed personas through Young's task-based audience segmentation exercise. The personas looked something like this:


I used the results of my findings to develop a user journey for both buyers and sellers to point out obstacles and pain points. The green boxes indicate touchpoints where Foodr can help users make their experience more efficient. 





I created the flow, navigation, and interactions through wireframes with the seller's pain points in mind. The wireframes went through various rounds of iteration and I worked with the engineers to ensure technical feasibility.

For simplicity sake, I decided to separate the seller and buyer workflow as different modes. My aim is to show sellers the right information at the right time to so that they can spend more time preparing and engaging with their customers.



One major change in the seller's workflow is to keep track of their customers' orders. Since sellers usually prepare orders a few days in advance, I created a simple day planner allowing sellers see an overview of their upcoming orders. This way sellers can prepare, track, and adjust for individual orders with ease. 


Another functionality we introduced is the ability for sellers to organize their menu items in a simple and structured way. By allowing users to group menu items into categories and change the availability of individual items, we created a clear hierarchy both buyers and sellers can follow. 


We also needed to create a simple and clear way for sellers to track their short and long-term earnings. My focus was to provide a visual overview that showcases the seller's long-term accomplishments and progress. Sellers can also see a breakdown of each accomplishment on the details page. 



  Tap: Content Reorganization   [ux design / research]

Tap: Content Reorganization

[ux design / research]

  Tap: Serialization   [ux design]

Tap: Serialization

[ux design]