Duration
3 Months
My Role
UX Researcher, UI/UX Designer
Project Type
Industry Cooperation Project
Project Focus
iOS Mobile Application Redesign
Problem
iFoodie values its foodie-written blogs, but with users shifting to visual-first platforms like Instagram and Google Maps, the text-heavy design feels outdated. To stay relevant, the app needs a UI/UX redesign that balances its blogging strengths with modern, visual user expectations.
Solution
Redesigned the UI and three core features—Home page exploration, filter options, and the restaurant detail page. Introduced a new feature, ‘Inspiration,’ to help users discover content efficiently based on their personal preferences.
Research and Problem define
Through user interviews, we discovered that a consistent interface and clear information hierarchy greatly enhance the overall user experience. Users also appreciate when the app reflects realistic usage scenarios, making it feel more intuitive and considerate. Two main user types emerged: those who come with clear goals, and those who prefer to explore options without a specific plan. We also found that most users are reluctant to post restaurant reviews if the process is time-consuming.
“Sometimes I just scroll through food apps for fun — it helps me relax.”
“I trust food bloggers more — their content usually has better photos and more useful details.”
Competitor Analysis
iFoodie remains a dominant player in Taiwan's food and restaurant discovery market. However, with the large volume of information available on the platform, it becomes crucial to ensure that users can navigate the app with ease and clarity. Despite its influence, many international products in this space are not yet fully localised for Taiwanese users, often overlooking local preferences and language nuances.
Meanwhile, Google Maps provides extensive restaurant listings but lacks consistent and trustworthy review content, making it harder for users to make confident decisions. On the other hand, social media platforms offer visually rich and inspiring content, but the information is often fragmented and unstructured. This scattered nature makes it difficult for users to quickly compare options or find what truly suits their needs in a consolidated, reliable way.
Persona
Seekers vs. Sharers
Two distinct target personas identified to guide feature-specific redesign decisions.
User Journey Map
Users Hate Repetition and the Frustration of Not Finding What They Need
Design - Mid-Fi Wireframes
Design through Iteration — Aiming for Clear Information Architecture, Effective CTA UI, and Achieving Key Objectives
For the initial version, our goal was to separate the Foodie reviews and restaurant exploration pages to ensure clarity for users. However, we realized that asking users to make a decision as soon as they enter the app could be bothersome. Additionally, we noticed that there was an overwhelming amount of information on this page. As a result, we simplified the Home Page by directly leading users to the Foodie reviews page. In the second version, we also added convenient shortcuts to different food genres.
For the second version, we noticed a lack of user interaction on this page. Therefore, we made slight changes to our final version, ensuring each block caters to specific target users. We start with a greeting to the user, mentioning their location and the current weather. Next, we have the search box and filter function for those who already have a clear idea of what they want to eat. Following that, we include genre shortcuts for those who may have a rough idea but are unsure. Finally, we have a section for people who simply want to browse.
Design - Hi-Fi Prototype
Main Features
The redesign focuses on addressing diverse user needs and improving the overall dining discovery experience. The Home Page was restructured to support more intuitive navigation, while the review process was streamlined by applying the heuristic of recognition over recall, allowing users to complete submissions quickly and effortlessly. On the restaurant detail page, the content hierarchy was refined to prioritise frequently used actions and make key information easier to locate. Lastly, the newly introduced Inspiration feature enhances the experience by helping users explore meal options in a more engaging and enjoyable way.
User Testing & Iteration
They Still Want It to Be Easier!
The iteration focused on refining the visual clarity and overall user experience. This included simplifying the colour blocks on the homepage, reducing excessive icon colours and borders, and adjusting font styles and sizes for better readability. Text wording and section titles were fine-tuned for clearer communication. Additionally, a new personal setting feature was introduced, allowing users to customise their experience. The onboarding flow was also implemented — highlighting the unique functions and specialties that set us apart, making the app more enticing and engaging..
Inspiration
Onboarding
Outcomes
System Usability Scale (SUS) score improved by 24.2%
The System Usability Scale (SUS) score improved by 24.2%. The users find the overall design and the information structure to be more friendly to understand the flow intuitively.
The client is interested in the new "Inspiration Exploration” feature and highly impressed with the final Hi-fi design completed within three months.
Takeaways
Starting from here and will keep going!
This is my first UI/UX redesign project, and throughout this process, I have learned and applied various methodologies. I gained the ability to define specific problems within a broad concept and, most importantly, learned how to collaborate effectively with others.
I now understand the importance of conducting quick tests in a project, as real-life usage situations often reveal insights that our initial assumptions may not capture. Overall, this experience has been invaluable, as it has enhanced my skills and deepened my understanding of the UI/UX design process.