ele. me is the second largest food delivery platform in China. However,'s market growth has slowed in recent years, with rival growing at more than double the rate in comparison. At the same time, food waste and environmental pollution caused by the rise of the takeaway industry has had a serious impact on society that cannot be ignored.
This is the story of how I designed the immersive food service for - to connect the emotional relationship between the brand and its users.

My Role

This is my personal project, from January 2021 to March 2021, I was responsible for the user research, ideation framing, visual design, technology testing and iteration.

A Brief Study of Client’s Brand
Who is is an Internet O2O life service platform in China that provides online food ordering, offline group purchases, and intra-city express delivery services. It is currently the second largest online food ordering and delivery platform in China (after Meituan Waimai).

The Challenge
Earlier but Further Behind

Although Meituan went public later than, the number of Meituan users, the number of starts and the duration of use have all exceeded

The Approach
Identify and Meet the Emotional Needs of Users

“Today’s interpretation of fine dining has less to do with linens, cheese carts, and hushed voices, and more to do with creativity and impeccable service.” -Beth Kanter

Kick off
What User Want?

Meituan and are two of the most popular food takeaway apps in China. Although entered the market earlier, Meituan has gained more users and user activity.

User Interview

I interviewed 10 people who regularly use as an everyday item to find out about their attitudes and experiences of using meal delivery, in order to gain insight into the problems they encounter in their lives.

Initial Insights

When people eat takeaways alone, they often get bored and play with their phones, watch videos, read magazines, do computer or other activities which are more likely to cause distraction and metabolic syndrome.

Reframing the Problem
Why& When Lead to Frustration?

Before I started designing, it was important to understand the user's experience, feelings and needs when using the takeaway software

How might we provide a pleasant dining experience and create an emotional connection between the user and the brand?

Ideation Develop

Referring to Daniel Carman's "Peak-End Rule", it says: "Intense positive or negative moments ("peaks") and the final moments of experience ("ends") are heavily weighted in our mental calculations."
In this case, I set up and emphasised this four-point journey map, namely the starting point, the negative point, the positive point and the end point.

Deeper Insights

1. It takes a lot of time to think about what to eat.
2. The steps to ordering should be simple and quick.
3. It is good to learn about the history and culture of the food while waiting for your meal.
4. It is less boring to do other things while eating.

The Vision
Cherish Every Moment

Eative respects the brand positioning of Enhancing the excitement of the ordering experience and reducing negative moments, thus increasing the user's trust in the brand and building an emotional connection.

The Requirement
Create Memorable Time

Eating is more than just eating; it should be a time of mental relaxation, a time of rejuvenation, a time to make diners smile.

The Framework
Focus on the Global

The biggest challenge I faced throughout the project was to plan the big picture and move forward while thinking about the business value of serving Because the project involved ordering, waiting, eating and afterwards, I needed to focus on each key step. It was difficult. So I used a system map to show each component and boundary of the project system, as well as the environment components at a point in time.

Deepen Reliance

My design idea was how to increase users' trust and loyalty to the platform without changing their usage habits. By reducing the time users spend making decisions and highlighting the function of emotional companionship, at the same time, I created a communication community to increase users' usage scenarios and gradually deepen their perception of the brand.

Design Language

In this project I defined the visual style of the brand and the derived IP character image. This provided a consistent visual style and the possibility of quick replication within the project's workflow services.

Detail Design
Make Decision Easier

In addition to recommending food to users based on their ordering history, it also provides a variety of food recommendation methods to help users quickly choose what they want to eat and reduce the decision-making time.

Customize Your Food

On the food details page, users can not only learn more information about food, but also see the appearance and weight of food more intuitively through VR, so as to make a better choice of personalized taste.

Make Waiting Interesting

Users tend to be anxious when they are waiting for food. By displaying food information in the form of game cards, users can reduce their anxiety in an easy way and learn more about food at the same time.

Emotional Dining Companionship

In the VR experience of emotional companionship, I classified common foods and designed different human-food interactive stories for different types of food. In the process of eating, brand spokesperson - BOBO will perform for users, guide them to eat, remind them of health and so on.

VR Interaction Design

When users put on the VR device and choose to connect with the virtual world, they can interact with BOBO in the virtual world with an avatar of their own design. During meals, using artificial intelligence facial expression recognition, BOBO makes friendly and healthy eating suggestions based on the user's behaviour and provides a light-hearted entertainment show for the user.

Sustainable Development

By recycling vegetable starch from fruits and vegetables, I designed a naturally degradable takeout box that comes with a package of plant seeds at every food delivery. After finishing the meal, users can place the meal box directly in the soil and wait for the plants to grow. Users can share their meal feedback and planting feelings in the app.

What I Learned
Each Node is Important

This is an interesting service design project, in which I learned to attach importance to the feelings and gains and losses of all stakeholders in each process node. At the same time, this project also expanded my skills in visual design and 3D modeling, which was an unforgettable experience

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