OpenRice
OpenRice is Hong Kong's leading food platform, connecting over 8 million users with 110,000 restaurants across multiple regions, including Thailand, Japan, Taiwan, Singapore, Malaysia, the Philippines, China and Macau.
OBJECTIVE
Transforming OpenRice From Directory to Comprehensive Restaurant Solutions
OpenRice, widely recognized as a leading restaurant directory, has evolved into a comprehensive restaurant solution provider. This project focuses on redesigning the platform to effectively highlight its diverse services, such as table reservations, vouchers, prepaid menus, takeaway, and payment options.
The ultimate goal is to craft a personalized user experience that boosts business conversions while aligning with local preferences.
CHALLENGE
Address Regional Variability
OpenRice operates in 9 regions, each with distinct business focuses and varying levels of content, including food reviews, photos, and videos, as well as differing degrees of user engagement. The challenge is to effectively address these differences, as each region prioritizes unique strategies for driving business conversions. This variability requires a flexible approach to content presentation, allowing each region to showcase its specific offerings while promoting conversions.
SOLUTION
Modular Content Blocks for Customization
For the homepage design, I designed a series of content block ideas similar to LEGO pieces. Each region can utilize these modular blocks to highlight core services, promotional offers, restaurant charts, social features, or rich media that directs users to restaurant information. This flexible layout enables regions to prioritize and arrange content according to their specific needs, ensuring that the most relevant information is easily accessible to users, thereby enhancing engagement and driving conversions.
PROCESS
Comprehensive Design System
I developed a set of guidelines that includes color palettes, typography, standardized UI elements, icons, and layout principles. This framework ensures consistency and efficiency in both design and development. By fostering collaboration among teams, the design system enhances the user experience and enables quicker iterations, allowing for a more agile response to user needs and business goals.
