Online Food Delivery App
Built from scratch, designed a food App for Pike Place Market that empowers people with healthy meal options and supports over 500 local businesses.
I’ve worked steps away from Pike Place Market for over three years. Each evening, I ask myself the same question:
“What’s for dinner?”
It’s ironic—Seattle’s most iconic food destination shuts down just as thousands of downtown workers head home hungry.
That was the conflict. A marketplace rich in tradition and flavor—yet disconnected from the local.
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The Outcome
Splash Screen - Market Branding Opporunity
Centers around the iconic Market clock, reminding users that the market is not static — it’s seasonal, alive, and ever-evolving.
By transitioning from day to night mode, the screen captures the hidden charm of the market after hours.
Health-Oriented Food Recommendations
Allows users to view their latest doctor visit summary and receive personalized recommendations based on dietary needs and nutritional goals.
By analyzing individual health data, the app curates meal kits and ingredients — from heart health to anti-inflammatory support,, ensuring that every choice you make at MM contributes to your overall well-being.
Ordering Meal Kits - Convenience for Locals
Skip the crowds and bring the Market to your doorstep— no need to navigate the Market during peak tourist hours.
Each kit highlights the vendor behind the meal, and if you love what you taste, you can save the vendor card — and even better, find them in the Market and chat in person. It’s not just food delivery — it’s a way to rediscover your neighborhood, one meal at a time.
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Problem
Locals are disengaging. Farmers are struggling. The market’s model is out of sync with modern urban life.
50% of market revenue is from food
Why do locals shop less then tourists?
Overcrowding tourists (May to September) with an influx of cruise passengers deters locals from visiting.
The public market closes at 5 pm, which discourages the local residents from visiting the market after work.
Farmers’ attendance at the Market declined by 26%
Locals are the major customers, yet a significant decline in local shoppers results in low sales volumes, making it harder for farmers to sustain their business in the market.
Sale limitations on higher-margin value-added farm products result in low-profit margins for farmers.
*Data sources: 2,365 external survey; 372 external survey; 54 interviews, 20 public meetings conducted by PDA(Pike Place Market Preservation and Development Authority) They lists the findings in the 2024 Pike Place Market Master Plan.
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Solution
I propose a food app that targets locals to fill the market's operational gaps, support local farmers, and drive potential revenue.
That’s where Market Made begins…
Target after-work locals with delivery to increase local patronage
Support local venders by higher margin and extended sales hour
Strengthen community engagement by connecting locals back to the market with events, stories and PNW food culture
But would busy users actually ditch Uber Eats for a local, sustainable option?
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Analysize
I conducted six interviews to gather user insights into their daily routines, meal planning habits, and challenges they encounter when choosing meals.
What's today's customer tastes?
Consumers are increasingly demanding healthier, locally grown, sustainable foods – 80% of American surveyed feel it is important that their fruits and vegetables are grown locally. They shop for foods they cannot access at a typical store based on quality, diversity, and unique, local provenance.
Unprecedented levels of consumer spending on food prepared outside the home, In 2022, 54% of total consumer food spending was on “food away from home,” increased by 89% since 1997 an all-time high. This trend indicates a growing demand for convenient food options.
User Pain points
Repetition - Users felt they were always ordering the same meals from the same apps.
Lack of connection – Many described food delivery as “transactional,” with little cultural or emotional value.
Health limitations – Several users expressed difficulty finding meals that were both healthy and tailored to their dietary restrictions (e.g., gluten-free, low-sodium, plant-base)
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Design
For the design phase, I crafted wireframes and low-fidelity prototypes before advancing to high-fidelity versions that were continuously refined through user testing.
User Journey:
I created a detailed user journey based on "Time-Trapped Tom". This persona represented busy locals struggling to find time for meal preparation, which helped me understand his pain points and craft solutions to address his specific needs.
01 - After a long day at work, Tom arrives home hungry and wondering what's for dinner.
02 - emembering the delicious vegetable curry he had before in the market, he grabs his phone, browses the app, and orders a meal kit from the "Turkish Delight" vendor.
03 - Just 30 minutes later, the delivery person hands Tom a neatly packed kit filled with fresh ingredients.
04 - Tom puts on his favorite playlist, follows the step-by-step recipe, chops vegetables, and simmers the curry on the stove, filling his kitchen with rich aromas.
05 - He takes a bite of his freshly cooked meal, savoring the flavors and feeling proud of his effort.
06 - Intrigued by the spice mix from his meal kit, Tom visits the vendor’s stall on Saturday, chats with the staff about the ingredients, and orders a hot bowl of curry for lunch.
Mid-fi Wireframes
MVP Features:
Market-Inspired Seasonal Produce Highlights
Curated Meal Kits
Health Data Integration, Dietary Labels
Ordering & Delivery
Vendor Profiles, Ingredient Tags
User Profile with saved preferences
Local Market Events & Weekend Promos
User Testing - My Health Screen
Customization
The Market curates a variety of authentic Pacific Northwest food products, dining concepts, and experiences cater to user's preferences. This includes locally sourced and handmade foods, which are often not available in typical grocery stores.
Seasonal & Off-Peak Promotions
Pike Place Market hosts various events centered around seasonal harvests and regional specialties, such as apple festivals, cider tastings, and food fairs. Provide the seasonal food with a good deal.
"Meet the Producer" Philosophy
The virtual market coin feature rewards local diners with coins equal to 5% of their purchase, which are collected in a digital piggy bank. These coins can then be exchanged for exclusive items, such as seasonal flowers or special tasting events that are only available in person. It offers unique incentives that align with the robust Pacific Northwest Food Life strategy. This approach not only reattracts local visitors by curating authentic food products and experiences but also deepens the connection between locals, farmers, and vendors at Pike Place Market.
Takeaway
Simple ≠ Easy
Balancing personalization, health data, and vendor complexity pushed me to think critically about hierarchy and flow. I learnt that great UX is about simplifying decisions, not just adding features.
If I had more time, I would A/B test goal-based meal plans vs. standalone kits to better support long-term habits and reduce decision fatigue.
You Think You Know the Market — Until You Walk It with Someone
After interviewing locals — and shadowing them on grocery runs to places like Whole Foods and PCCI uncovered patterns that surprised me:
One user said, “I walk past Pike Place every day and still order DoorDash.” That quote reset my entire design direction.
