Koufu Eat App
By: Christine Tan
Tags: Koufu, User Interface

Disclaimer: This is written together along with Ranseur Teo and Vanessa.T.

Koufu Eat app has been introduced in 2017 on both platforms (Android and iOS) . While the initial start the number of downloads and usage rates have been promising¹ however, there is a mixed review when using the application. In the article reported by Today ² , user who used the application commented that it is convenient, others mentioned the inconvenience of entering the debit/credit card information.

With Koufu existing application, how might we be able to get the most convenient or hassle free food for the user?

The goal of this project is to:

Improve the stickiness for the current users using Koufu app

Crafting animation and prototypes on Figma

Research

Empathy Map

The team also did an empathy mapping to put themselves into user’s shoes, to understand user’s needs and want:

While the application does server user’s need of food ordering, user does need some time to adapt on where is Koufu outlet. If user do not know which Koufu outlet they would like to get it from, it would be even harder as the information is not displayed based on nearest location.

Review on Koufu Eat app

There were 1,466 reviews in Google Play³ and approximately 1,100 reviews in Apple Store⁴. Looking through the reviews, there were a few points that were brought out:

Unrealistic waiting time

There were a few users who commented that even though the approximate waiting time was provided, the user had to wait much longer to collect their order. Unable to choose size option

The users do not have option to choose the drink size and hence “forcing” to purchase a larger drink size Unable to order item

Many users commented that after selecting their items, they were not able to add to cart.

Expert Interview

The team also reviewed the application to provide their knowledge expertise on improving the application.

Outlet Screen

Koufu has 40 outlets islandwide. The outlet information is displayed in alphabetical order. Without search functionality and not displaying information based on nearest location, the user has to scroll endlessly in order to find the desired outlet.

The team believed the screen that display outlet information could be better improve with Gestalt Principles, Law of Proximity. Although the outlet information has been grouped with Koufu outlet picture, outlet name, address etc, the proximity between each outlet information is too close.

Food stall screen

The team believed that if a stall is unable to take online order, it should not still be displaying on the screen for user to select.

Food items screen

The team believed that since this is a food app, the visual of displaying food/drink items should be appetising.

However, the existing application does not provide enough visual to attract user.

Compare with existing competitor (Food Republic)

Food Republic has an application that also allow user to order through application and collect later. The team compared with existing competitor to understand if there is any shortcoming or strong point.

The team has listed down the strong point and shortcoming of the application:

Strong points

Clean and neat application

Having search functionality on searching outlet

Provide clear and tasty food/ drink photo

Prompt user on not having any payment method added

Shortcoming

Food/drink photo does not show after adding to cart

Repetitive checkout icons

Voucher button and Promo/Deal button showed the same screen

Does not provide detailed on payment failed (display technical error “P2B_Expired”)

With the research gathered, the team proceed on re-designing the Koufu Eat app.

Process of re-designing Koufu Eat app

Sketching

The team did an initial sketch on the user flow for ordering food:

The initial sketch reviewed to use pop-up screen when user is adding the food instead of a full screen. This is so to reduce the number of screen in order to fulfil adding food/drink item to cart.

Reference from other app(s)

The team also reference on existing food/ drink app(s) to provide some inspiration in re-creating the user interface for Koufu Eat app:

Re-look into display outlet information

Comparing with other existing application on displaying information nearest to user

2. Re-look into how to make food looks more appetising

Experimenting on which screen that would look “appetising” for user

Rough look on the user flow

The team had then proceed to create a rough look on the user flow:

Solution

The re-creation of Koufu Eat app is listed below:

To view Figma file for Style guide and Prototype.

Constraints

Time constraints

Due to time constraints, the team is unable to test the prototype to gather user feedbacks. Without user feedbacks, the team does not know if the re-vamp of application improve user’s convenient or providing hassle free experience to user.

Possible Future

Post ordering experience

The current project does not take into account of the post ordering experience. Hence, the possible future would look into provide post ordering experience such as notification alert to user when order is ready to collect.

Integration e-wallet into Koufu Eat app

With more Singaporeans turning to digital wallets⁵, it would be good on integrating Google Pay and/or Apple Pay into the application. This would reduce the needs of opening another application such as DBS PayLah!. In addition, this would also reduce the needs on entering debit/credit card information if the same information is stored in digital wallet.

Conclusion

Koufu Eat app has provided convenience to user to a certain extent. The team had gathered information based on user’s reviews and others research methods to re-create the look and feel of Koufu Eat app. The team unfortunately, due to constraints, were unable to gather user feedback on the prototype. The team hope the re-creation of Koufu Eat app provide more opportunity for user to use this application.

Reference

[1]: https://www.dbs.com/innovation/dbs-innovates/how-to-beat-the-queues-at-singapores-eateries-with-an-app.html

[2]: https://www.todayonline.com/singapore/app-cashless-payment-koufu-food-court-gets-mixed-response

[3]: Taken from 18 February 2020, https://play.google.com/store/apps/details?id=com.twoezasia.koufueat&hl=en_SG

[4]: Taken from 18 February 2020, https://apps.apple.com/sg/app/koufu-eat/id1419628878

[5]: https://www.todayonline.com/singapore/what-you-need-know-about-digital-wallets-and-why-they-are-useful