Foodly
Designing an online food ordering and delivery platform.
Role
Product Designer
Duration
3 months
Deliverables
Ideation, Branding, User research, Information architecture, User interface, Graphic design
Challenge
Foodly is a Vancouver-based start-up that I joined in its earliest stages. As the sole designer on the team, I was responsible for both the company’s broader design initiatives and the product design itself. Initially, the company focused on designing custom web and mobile applications for restaurants in the Greater Vancouver area. Over time, the business evolved into a unified platform that brought together multiple restaurants within a single application called Foodly. The app was available both as a web application and as a native mobile app.
The development of the Foodly app represented a major strategic pivot for the company. One of the primary drivers behind this shift was the challenge of user acquisition: each custom restaurant app required attracting and onboarding a new set of users. Through user interviews, we discovered that most customers were reluctant to download a separate app for each restaurant simply to place online orders.
The development of the Foodly app represented a major strategic pivot for the company. One of the primary drivers behind this shift was the challenge of user acquisition: each custom restaurant app required attracting and onboarding a new set of users. Through user interviews, we discovered that most customers were reluctant to download a separate app for each restaurant simply to place online orders.
Problem Statement
“Custom applications create significant challenges in user acquisition and retention, limiting long-term business growth and scalability. How might we design a unified platform that brings together multiple restaurants into a single online food ordering experience, while differentiating itself from existing competitors?”
Process
1 | User interviews
The process began with interviews with existing customers who were using one or more of our custom restaurant applications. These conversations highlighted what users valued most, as well as areas for improvement. A key insight was the value users placed on the points-based rewards system implemented for each restaurant. Customers earned points for every dollar spent through the app, which could be redeemed for select menu items. This feature played an important role in driving engagement and repeat usage.
2 | Competitive analysis
Because many of our users also relied on platforms such as DoorDash and Uber Eats, the interviews provided valuable insights into their perceptions of competing products. Building on this feedback, we conducted a detailed competitive analysis to identify common interaction patterns, strengths, and gaps across these platforms. At the time, few competitors offered integrated points-based rewards systems. This presented a clear opportunity for Foodly to differentiate itself by leveraging an engagement model that users already valued in our custom applications.
3 | Designing the new platform
The next phase focused on designing the new platform. As Foodly was still in its early start-up stage, time constraints were significant. At the time, the team included only one developer, making efficiency and alignment essential. Close collaboration between design and development was therefore critical to ensure that proposed solutions were feasible within the available timeline. We prioritized core features to define and deliver a minimum viable product (MVP).
4 | Implementation / Product launch
During the design and development of the new platform, our team was offered the opportunity to participate in the Vancouver Chinatown Festival. This presented an exciting moment to officially launch the new Foodly application, but it also introduced additional time pressure. Despite the accelerated timeline, we delivered the app in time and promoted it directly to festival attendees. In parallel, we leveraged in-restaurant promotional materials across partner locations to raise awareness of the new platform. These combined efforts had a significant impact on early user acquisition.
Results
Homepage
Foodly’s website homepage was redesigned to support the launch of the new platform. Its primary goal was to provide seamless access to the web application for online ordering while promoting downloads of the native mobile app. Additional calls to action were included for restaurants interested in becoming partner establishments, as well as for users looking to join as delivery partners.
Partner pages
Dedicated information pages were designed to provide detailed guidance for prospective Foodly partners. The first page targeted restaurateurs interested in joining the platform. It outlined key benefits, explained how the platform works, and presented pricing information. The second page focused on users interested in becoming delivery partners. While its structure mirrored the restaurant partner page for consistency, the content was tailored specifically to the needs and expectations of this audience.
Mobile app
The mobile app enables users to access the Foodly platform anytime from their smartphones while leveraging native features such as push notifications to alert them when their order is ready. Users can browse nearby restaurants through either a list view or an interactive map. Once an order is placed, they can track its status directly within the app, providing greater transparency and convenience throughout the ordering process.
Points-based rewards system
The points-based rewards system was designed to serve as a key differentiator for the Foodly platform. This feature had already proven popular among users of the custom restaurant apps developed during the company’s early stages. For the new unified platform, the system was restructured to function across all participating restaurants. To further enhance engagement, gamification elements were introduced, including missions that allowed users to earn bonus points and unlock achievement badges.
Delivery partners app
In the months following the launch of the new platform, a food delivery service was introduced. Initially, deliveries were handled internally by team members, which provided valuable direct contact with users and firsthand insight into the delivery experience. As demand increased, the team partnered with external delivery drivers to support growth. To streamline operations and improve efficiency, a dedicated mobile application was designed and developed specifically for delivery partners.
Restaurant partners app
Partner restaurants received a tablet with a pre-installed application that allowed them to receive and manage orders placed through the Foodly platform. The original application, developed during the company’s early stages, was redesigned to support new platform functionalities, including the introduction of delivery services. Throughout the design and development process, restaurateurs were interviewed to ensure the solution aligned with their operational needs and workflows.
Reflections
Being involved in the early stages of a start-up was an incredibly enriching experience. As the company’s founder was a close friend, collaborating from the ground up to bring the vision to life was both professionally rewarding and personally meaningful. Working within the constraints of a start-up, particularly limited resources that demanded creativity, autonomy, and adaptability, accelerated my growth as a designer. Some additional insights from this experience include:
- While a pivot is a critical and often risky decision, it can significantly strengthen a company’s long-term viability when grounded in user insights;
- A strong and clearly defined unique value proposition is essential to differentiation and can meaningfully inform product and design decisions;
- When building an MVP, prioritizing features that directly impact users’ perceived value is crucial.