I developed the brand, product, and UX for Shiba Inu, a platform that redefines food delivery by tailoring the experience to Asian cuisine enthusiasts.

Problem

Users often feel overwhelmed by the numerous food delivery options and prefer specific cuisines. They also value loyalty rewards. Existing apps partially address these needs but are too generalized. This gap inspired Shiba Inu, focusing on Asian cuisine with a tailored, rewarding user experience.

Project Goals

Competing with established competition like Uber Eats or Door dash is unrealistic. As a specialized app, Shiba Inu targets a niche audience. This poses a challenge in balancing the need for variety while staying true to its core focus. Here are the early challenges considered:

What Problems Do These Users Often Encounter?

To understand user complaints, I conducted research and synthesized insights from over 18 external articles about food delivery apps and experiences. This provided a more accurate and empathetic understanding of the issues, guiding me in the right direction.

How does the journey differ?

To better understand the user experience, I expanded my research and created user journey maps. This helped identify key steps and potential failure points. It also highlighted differences between the journeys of new and loyal users, offering valuable insights for improving the app.

Structuring the app

With the research completed and a clear direction, the next step was to build the app's foundational elements. I created the information architecture and user flow based on industry trends and common practices. At this stage, the goal was to establish a solid and functional base rather than groundbreaking innovations.

Style Guide

Before starting wireframing, I wanted to determine the emotion Shiba Inu should convey—whether it should be fun, professional, or exclusive. I revisited my research and decided to adopt the following approach.

Wireframing

I created a set of low-fidelity wireframes and refined them slightly to conduct usability testing. After receiving feedback on the general flow, I incorporated the suggestions into my notes for the final design.

Creating Concept Screens

With the data, branding guide, and wireframes ready, I created an app preview. Although Shiba Inu didn't reach development or further testing, the project was a valuable learning experience in independent research and real-time feedback.