Let's Eat

Project Overview

Significant Outcomes

• Gathered insights from 1,662+ survey respondents.

• Exhibited at Farmingdale State College's 2023 Senior Design Expo.

• Won first place in a business pitch competition.

• Presented at multiple research conferences.

My Story

"Nei sik jor fahn meih a?" 👨‍👩‍👧‍👦🍚🥢

Growing up, in NYC's Chinatown, my mother owned and operated a jewelry store located on Bowery Street, requiring her to work seven days a week. I eagerly anticipated Chinese New Year, a day where my family and relatives gathered at a restaurant in Chinatown to partake in New Year's Eve Dinner. My aunt would always greet me with the Cantonese phrase, "Nei sik jor fahn meih a? Sik fan la!" (Have you eaten yet? Let's eat!). We would gather around a circular table and dine as lively conversations filled the air, with everyone delighting in the festive atmosphere and joining in the New Year celebration alongside other families in the restaurant.

Research — Surveys

40.9% of Chinatown locals believe the neighborhood is dying. 😟

Most survey participants across locals, visitors, and tourists were between 18 and 35.

Research — Interviews & Field Studies

1,662 survey responses from Chinatown locals and Asian-themed event attendees.

My research included:

• 11 semi-structured interviews with tourists, visitors, locals, and restaurant owners.

• 2 online surveys with a combined 1,662 responses from locals and Asian-themed event attendees.

• 6 live observations at locations and events including Queens Night Market, True World Food Expo, Japan Fes, the American Museum of Natural History, Mee Sum Cafe, and Chinatown's Bayard and Pell Streets, along with local bakeries and restaurants.

User Archetypes

你好 Ni Hao, Esther, Vivian, Jessica, and Donald! 👋

Let's Eat serves three user groups: tourists and visitors, Chinatown locals, and restaurant owners. Based on research interviews, I developed four personas representing these groups: two tourists (Esther and Jessica), one local (Vivian), and one restaurant owner (Donald Moy). Each persona was inspired by a real person interviewed during the research process.

Storyboard

Inspired by Mee Sum Cafe on Pell Street.

The storyboard follows Esther and her companions as they explore Chinatown using Let's Eat. Its illustrations were inspired by my visit to Mee Sum Cafe, where I interviewed restaurant owner Donald while having lunch with my family. During the visit, my mother also had the opportunity to chat with one of the chefs, adding to the personal inspiration behind the story.

UI Comps & System Requirements

Filtering, viewing, and ordering dishes

Based on user feedback, I refined the UI comps and incorporated the necessary system requirements. The designs below show the app's key screens, following the interaction model introduced earlier, as users filter, view, and order recommended dishes.

Final Prototype

Competitive Analysis

Let's Eat offers authentic culinary experiences that highlight commonalities across cultures.

As local Chinatown restaurants adapted to the pandemic, many turned to technology and partnerships to attract customers. Platforms like Yelp, Google Maps, TripAdvisor, and Groupon connect users with local businesses, while companies like Sidewalk Sherpas offer personalized experiences to encourage tourism. To understand how Let's Eat compares, I created a competitive analysis chart evaluating each platform's target audience, business focus, geographic reach, app functionality, user acquisition, and unique selling points.

Marketing

Attracting tourists, locals, and business owners

Let's Eat uses two marketing channels: one targeting users (tourists, visitors, and locals) and another targeting restaurant owners, local organizations, and influencers. Annual events like the Chinese New Year Parade and food festivals offer opportunities to promote the app and engage with the community. During these events, Let's Eat can feature limited-time dishes and rewards while highlighting Chinatown's culture and attractions. The app also includes a rewards program where users can redeem souvenirs, such as stickers from participating restaurants. These souvenirs serve as keepsakes while helping promote the app and participating businesses.