Airasia Food
Airasia Food
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
Problem
Problem
During the COVID-19 lockdown, Southeast Asian consumers prioritized safety, convenience, and reliability when ordering food online. In response to plummeting travel demand, AirAsia pivoted into food delivery, leveraging its logistics network — but struggled to gain traction in a market dominated by GrabFood and Foodpanda.
During the COVID-19 lockdown, Southeast Asian consumers prioritized safety, convenience, and reliability when ordering food online. In response to plummeting travel demand, AirAsia pivoted into food delivery, leveraging its logistics network — but struggled to gain traction in a market dominated by GrabFood and Foodpanda.
During the COVID-19 lockdown, Southeast Asian consumers prioritized safety, convenience, and reliability when ordering food online. In response to plummeting travel demand, AirAsia pivoted into food delivery, leveraging its logistics network — but struggled to gain traction in a market dominated by GrabFood and Foodpanda.
Problem
During the COVID-19 lockdown, Southeast Asian consumers prioritized safety, convenience, and reliability when ordering food online. In response to plummeting travel demand, AirAsia pivoted into food delivery, leveraging its logistics network — but struggled to gain traction in a market dominated by GrabFood and Foodpanda.
Goal
Goal
The goal was to improve the end-to-end customer experience on AirAsia’s food delivery platform by making food discovery faster and more intuitive. This meant rethinking search, simplifying navigation, and reducing friction across key user flows to drive engagement and repeat use.
The goal was to improve the end-to-end customer experience on AirAsia’s food delivery platform by making food discovery faster and more intuitive. This meant rethinking search, simplifying navigation, and reducing friction across key user flows to drive engagement and repeat use.
The goal was to improve the end-to-end customer experience on AirAsia’s food delivery platform by making food discovery faster and more intuitive. This meant rethinking search, simplifying navigation, and reducing friction across key user flows to drive engagement and repeat use.
Goal
The goal was to improve the end-to-end customer experience on AirAsia’s food delivery platform by making food discovery faster and more intuitive. This meant rethinking search, simplifying navigation, and reducing friction across key user flows to drive engagement and repeat use.
Primary Challenge
Primary Challenge
AirAsia Food fell short in helping users navigate and select their meals with ease. To address this, I conducted a competitive analysis of leading platforms to identify experience gaps and uncover opportunities to improve discoverability, flow, and user satisfaction.
AirAsia Food fell short in helping users navigate and select their meals with ease. To address this, I conducted a competitive analysis of leading platforms to identify experience gaps and uncover opportunities to improve discoverability, flow, and user satisfaction.
AirAsia Food fell short in helping users navigate and select their meals with ease. To address this, I conducted a competitive analysis of leading platforms to identify experience gaps and uncover opportunities to improve discoverability, flow, and user satisfaction.
Primary Challenge
AirAsia Food fell short in helping users navigate and select their meals with ease. To address this, I conducted a competitive analysis of leading platforms to identify experience gaps and uncover opportunities to improve discoverability, flow, and user satisfaction.
Stakeholder Requirements & User Interviews
Stakeholder Requirements & User Interviews
During research, I partnered with the marketing team to connect with key stakeholders and users. These conversations clarified the internal vision for the platform and, more importantly, revealed why some users abandoned the app — highlighting gaps between intent and experience.
During research, I partnered with the marketing team to connect with key stakeholders and users. These conversations clarified the internal vision for the platform and, more importantly, revealed why some users abandoned the app — highlighting gaps between intent and experience.
During research, I partnered with the marketing team to connect with key stakeholders and users. These conversations clarified the internal vision for the platform and, more importantly, revealed why some users abandoned the app — highlighting gaps between intent and experience.
Stakeholder Requirements & User Interviews
During research, I partnered with the marketing team to connect with key stakeholders and users. These conversations clarified the internal vision for the platform and, more importantly, revealed why some users abandoned the app — highlighting gaps between intent and experience.
Previous Experience
Previous Experience
The previous AirAsia Food web platform lacked core features, and feedback from lapsed users pointed to clear usability gaps and unmet expectations.
The previous AirAsia Food web platform lacked core features, and feedback from lapsed users pointed to clear usability gaps and unmet expectations.
The previous AirAsia Food web platform lacked core features, and feedback from lapsed users pointed to clear usability gaps and unmet expectations.
Previous Experience
The previous AirAsia Food web platform lacked core features, and feedback from lapsed users pointed to clear usability gaps and unmet expectations.
CONCEPT EXPLORATIONS
CONCEPT EXPLORATIONS
Based on my research, I designed wireframes focused on simplifying navigation and reducing friction. By mirroring familiar patterns from platforms like GrabFood and Foodpanda, I aimed to create a more intuitive experience. I tested these flows with an internal focus group to validate usability and refine the approach.
Based on my research, I designed wireframes focused on simplifying navigation and reducing friction. By mirroring familiar patterns from platforms like GrabFood and Foodpanda, I aimed to create a more intuitive experience. I tested these flows with an internal focus group to validate usability and refine the approach.
Based on my research, I designed wireframes focused on simplifying navigation and reducing friction. By mirroring familiar patterns from platforms like GrabFood and Foodpanda, I aimed to create a more intuitive experience. I tested these flows with an internal focus group to validate usability and refine the approach.
CONCEPT EXPLORATIONS
Based on my research, I designed wireframes focused on simplifying navigation and reducing friction. By mirroring familiar patterns from platforms like GrabFood and Foodpanda, I aimed to create a more intuitive experience. I tested these flows with an internal focus group to validate usability and refine the approach.
USER TESTING
USER TESTING
After identifying the strongest design directions, I created high-fidelity wireframes and tested them with a small external focus group familiar with the app. Their feedback offered valuable insights into usability, visual appeal, and overall experience — revealing what resonated and where further refinement was needed.
After identifying the strongest design directions, I created high-fidelity wireframes and tested them with a small external focus group familiar with the app. Their feedback offered valuable insights into usability, visual appeal, and overall experience — revealing what resonated and where further refinement was needed.
After identifying the strongest design directions, I created high-fidelity wireframes and tested them with a small external focus group familiar with the app. Their feedback offered valuable insights into usability, visual appeal, and overall experience — revealing what resonated and where further refinement was needed.
USER TESTING
After identifying the strongest design directions, I created high-fidelity wireframes and tested them with a small external focus group familiar with the app. Their feedback offered valuable insights into usability, visual appeal, and overall experience — revealing what resonated and where further refinement was needed.
USER TESTING: VARIATION C1
USER TESTING: VARIATION C1
During testing, participants responded positively to version C1, noting clearer merchant ratings and delivery times that improved navigation. First-time users found the overall scroll experience smoother. However, some flagged the promotion carousel as distracting, citing visual overload and too much competing for attention.
During testing, participants responded positively to version C1, noting clearer merchant ratings and delivery times that improved navigation. First-time users found the overall scroll experience smoother. However, some flagged the promotion carousel as distracting, citing visual overload and too much competing for attention.
During testing, participants responded positively to version C1, noting clearer merchant ratings and delivery times that improved navigation. First-time users found the overall scroll experience smoother. However, some flagged the promotion carousel as distracting, citing visual overload and too much competing for attention.
USER TESTING: VARIATION C1
During testing, participants responded positively to version C1, noting clearer merchant ratings and delivery times that improved navigation. First-time users found the overall scroll experience smoother. However, some flagged the promotion carousel as distracting, citing visual overload and too much competing for attention.
USER TESTING: VARIATION C2
USER TESTING: VARIATION C2
Participants found the carousel in version C2 less intrusive than in C1, appreciating the focus on a single promotion rather than multiple competing offers — a welcome change given AirAsia’s frequent promo activity. The merchant cards remained consistent with C1, continuing to deliver clear, expected information.
Participants found the carousel in version C2 less intrusive than in C1, appreciating the focus on a single promotion rather than multiple competing offers — a welcome change given AirAsia’s frequent promo activity. The merchant cards remained consistent with C1, continuing to deliver clear, expected information.
Participants found the carousel in version C2 less intrusive than in C1, appreciating the focus on a single promotion rather than multiple competing offers — a welcome change given AirAsia’s frequent promo activity. The merchant cards remained consistent with C1, continuing to deliver clear, expected information.
USER TESTING: VARIATION C2
Participants found the carousel in version C2 less intrusive than in C1, appreciating the focus on a single promotion rather than multiple competing offers — a welcome change given AirAsia’s frequent promo activity. The merchant cards remained consistent with C1, continuing to deliver clear, expected information.
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
56% of merchants reported challenges with store visibility on AirAsia Food, despite competitive commission rates. Meanwhile, 61% of users struggled to find appealing options — driving high drop-off. To solve this, we redesigned the homepage to surface stores by key selling points like popularity and dietary preferences (e.g., halal), improving discovery for both merchants and customers.
56% of merchants reported challenges with store visibility on AirAsia Food, despite competitive commission rates. Meanwhile, 61% of users struggled to find appealing options — driving high drop-off. To solve this, we redesigned the homepage to surface stores by key selling points like popularity and dietary preferences (e.g., halal), improving discovery for both merchants and customers.
56% of merchants reported challenges with store visibility on AirAsia Food, despite competitive commission rates. Meanwhile, 61% of users struggled to find appealing options — driving high drop-off. To solve this, we redesigned the homepage to surface stores by key selling points like popularity and dietary preferences (e.g., halal), improving discovery for both merchants and customers.
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
56% of merchants reported challenges with store visibility on AirAsia Food, despite competitive commission rates. Meanwhile, 61% of users struggled to find appealing options — driving high drop-off. To solve this, we redesigned the homepage to surface stores by key selling points like popularity and dietary preferences (e.g., halal), improving discovery for both merchants and customers.
KEY FINDINGS
KEY FINDINGS
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
First-time users feel more intrigued to order from the redesigned platform.
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
More Work More Work
More Work More Work
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