Singapore's No.1 food and dining portal


Understanding how and when users want to interact with your site is a constant evolution. As users browsing habits change and grow and new technologies move from cutting edge to mainstream websites are constantly growing and evolving. I worked closely with the HungryGoWhere team to help them identify and then execute enhancements to their reservation and promotion flows.


The aim was to simplify the overall process from enticing their users to engage with the site to having the confidence to proceed and complete the reservation process. The pages I designed where bright, colourful and the interface was open setting a clear, focused and importantly trustworthy tone. The design was flattened and whitened, while the content and tone-of-voice refined to match the new vision. The imagery was enlarged and made central to the design providing the ‘food porn’ that is so integral to websites of this nature. The search and calls to action through out the pages were focused and clear leading to improved user click-thrus, while final implementation increased user engagement, saw a prolonged increase in reservation completions and become the basis for the larger site-wide redevelopment.

  • Client Singtel / HungryGoWhere
  • My Role Visual Designer, Interaction Designer

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