Onsemiro
a food delivery service that provides hard to find international ingredients
product design | winter 2023
timeline
1 week
design sprint
team
sejoon kim
my role
ux/ui design
brand strategy
ux research
tools
figma
canva
skills
market research
user empathy
usability testing
suji kim
owen hudock
willem ballard
.00
overview
the problem
Americanization has made authentic ethnic ingredients unconventional and difficult to find. This causes Americans who have never traveled out of the country to never be able to truly experience genuine regional cuisines.
our solution
Onsemiro is the answer to bringing authentic diverse cuisine to your table, as is. By providing those hard-to-find, locally sourced ingredients right to the customer's front door, we are allowing people to appreciate and learn more about new cultures.
this project centers around a week-long design sprint with the goal of designing a product that ‘embraces the unorthodox’. with this is mind, my team and I spent hours ideating different problem spaces within this topic, and we eventually landed on —
Food has the power to connect people of different cultures, so how might we foster this connection?
our process
discover
define
design
deliver
research the problem space and pain points
define audience and target market
prototype box design and website interface
finalize box design and brand strategy
.01
research
our goal in the research stage was to Analyze current food delivery methods, Discover innovative ways of showcasing different cultures, and Understand the user journey of a customer seeking authenticity and cultural insight.
when conducting our research, we found many key insights that will aid us in the design process.
research insights
research methods
secondary research
research the problem space and pain points
competitive analysis
look at what competitors are doing well or lacking
user interviews
understand what users want from the service
There are many methods of locally sourcing ingredients, such as:
contacting locally-owned businesses in the specified region
having businesses & restaurants reach out personally
ask locals where they buy ingredients from.
Existing food delivery services americanize and white-wash ethnic dishes.
32% of Americans are not only looking for authentic ethnic fare, but they are also willing to pay more for it.
Businesses around the world have no access to distributors unless they commit to bulk shipping in large quantities, and at such a large volume, many smaller restaurants can’t operate at such a scale on their own.
brainstorming session
day one
my team and i gathered around and fully fleshed
out all ideas each member had to be able to
explore new pathways and features for the product.
"Ever since coming to America, I have yet to see the authentic ingredients I use to make food from home”
— Student studying abroad from Tibet
Allow users to select their region of choice and choose from the variety of dishes from that region.
Encourage cultural appreciation by providing information on the culture and its food.
Enable small businesses to grow alongside us through collaboration on products and recipes.
Develop an interactive box to give users a better food delivery experience.
.02
define our opportunities
once gathering all of our research insights, we started to layout some of our design opportunities for this service.
with these opportunities in mind, we wanted to designated what our key principles would be as a brand.
design opportunities
design principles
appreciative
practice cultural sensitivity to avoid appropriation
welcoming
accept any and all cultures cuisines
accessible
consider both financial and physical accessibility
informative
spread cultural awareness and education
.03
define our solution
in this phase, we highlighted the user journey before our service, and the user journey once the user has experienced onsemiro.
With Onsemiro, Sallie can receive weekly shipments of up to 6 meals worth of culturally diverse recipes and ingredients. Because she had access to these resources, she was able to educate herself and enjoy new cultures’ cuisines.
meet our persona, Sallie. Sallie is a recently graduated university student, who has little knowledge of other cultures and their cuisine. She is frustrated when she cannot find accurate ingredients for recipes she is trying to experiment with from new cultures.
before onsemiro
our solution + improved user journey
previous user journey
The ingredients were unable to be supplied, leaving Sallie uncultured and frustrated
.04
web design ideation
as the lead web designer, I structured the website based on existing meal-prep delivery services, but went forward by advancing the options and features.
once i had the userflow mapped out, I then visualized the flow into lo-fi UI designs for user testing
webpage userflow
lo-fi web designs
refined web designs
usability feedback
dish information page
landing page
region choice page
dish information page
landing page
region choice page
since this process take place in the span of one week, I limited my user testing to peers and teammates. As for testing methods, I just asked for general design critiques and user flow improvements. the key comments I received were:
with this feedback in mind, I refined the visual design of the webpage as well as added more visual components such as images and colors.
Organize the content in a way where it’s not overwhelming to the user and provide clearly labeled buttons and text hierarchy.
Make the user flow quick and easy to go through. This market has a wide range of people so we need to accommodate people of all ages and their understanding of technology.
.05
box design ideation
my team was lucky enough to have an industrial designer on our team (and might I add, a very good one) so we were able to choose from roughly 20 box design ideations.
box designs by willem ballard
once we decided on a final design, our industrial designer got to modeling and prototyping our final physical product design.
have many all-nighters, we finally had our final box design modeled and prototyped.
our final box prototype
outside of box
inside of box
box closed with sleeve
box fully opened
on the outside, we have a sleeve that displays the brand logo, what dish can be made from the box contents, and what region the ingredient & dish are from.
on the inside, there is a drawer for non-perishable goods during transport, two pockets for perishable ingredients, and a recipe card accompanied by a qr code for a digital recipe copy.
.06
now introducing, onsemiro
Onsemiro is the answer to bringing authentic diverse cuisine to your table, as is. By providing those hard-to-find, locally sourced ingredients right to the customer's front door, we are allowing people to appreciate and learn more about new cultures.
onsemiro’s features
regionally organized menu
PORTAL FOR POTENTIAL LOCAL BUSINESS PARTNERS
CULTURALLY ACCURATE RECIPES
PRICING AND DELIVERY SELECTIONS
customer feedback forum
A broad selection of regions for the customer to narrow down the areas of the world they wish to explore and try new cuisines.
Enables small, local businesses in regions across the globe to be showcased through our website and services.
Locally sourced recipes from eager people willing and wanting to share their culture with our customers.
Range of 2-6 meals per week with payment options as well as each plan's details and benefits.
Users can inform us on the recipes/experiences they have enjoyed or wish for us to improve in the future.
.07
reflection
throughout the course of this week-long design sprint, my team and i had many challenges to overcome. whether it be concept roadblocks, short declines, or inner-team conflicts, we were all able to come together not only as teammates but as friends to resolve and issue that came our way.
this project also showed me a glimpse into what it takes to develop a business. having to research cost structures, value propositions, and revenue streams was a new process to me. however, i enjoyed every moment of it. the thing i love most in the ux process is learning new techniques and insights.
overall, with this project, i was able to develop not only my design skills but also my ux research skills. venturing into the food industry market came with a lot of challenges, but every time you fail, you learn why and get back up again.