Sole UII/UX designer l Singtel l 2022 - 2023
iOrder
Streamlining Food Ordering and Enhancing Efficiency at Singtel Canteens
HUMAN-CENTRIC SERVICE DESIGN FOR STREAMLINED FOOD ORDERING AT SINGTEL
I’ve began the process with research, including staff surveys and merchant interviews, to uncover pain points related to long wait times, payment difficulties, and inconsistent pricing. This research informed the development of two distinct yet interconnected platforms: the iOrder Staff app and the iOrder Merchant app.
BACKGROUND
NEED FOR CONVENIENT MEAL SOLUTION
Singtel operates canteens that serve both staff and external visitors across its office premises. With employees relocating to a new office lacking nearby food options, the need for a convenient solution to ensure access to meals became critical.
IORDER MERCHANT APP
Designed to improve order management and minimize cancellations, the app was made to accommodate the mostly elderly merchants, ensuring ease of use.
IORDER EMPLOYEE APP
Streamlined food ordering, ensured transparent pricing, and provided a seamless experience.
IORDER MANAGEMENT PORTAL
Developed for tech support and HR to manage and track the number of orders and cancellations effectively.
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MY ROLE
As the sole UI/UX designer for the iOrder project, I was responsible for the end-to-end design of the iOrder Staff and Merchant apps.
I collaborated closely with the HR, merchant, facility (to plan how food collection and handover would occur in the real world), and development teams throughout the project.
MAIN FEEDBACK AND PROBLEMS FOUND IN SURVEY AND WORKSHOP
Singtel Employees
→ Long Queues:
Employees faced wait times of 15 to 30 minutes at the canteen.
→ Pricing Transparency:
Lack of consistent pricing led to disputes.
Merchants
→ Menu Updates:
Daily ingredient changes led to outdated menus.
→ Order Management:
Concerns about handling both in-app and physical orders.
IMPACT
✨ Reduced Wait Times
Streamlined ordering process decreased queuing, enhancing employee convenience.
✨ Increased Efficiency
Improved workflow for both employees and canteen merchants, minimizing operational bottlenecks.
✨ Enhanced Satisfaction
Greater transparency in pricing and smoother payment processes led to higher employee satisfaction.
PRIMARY CHALLENGE
Dash Payment Integration Challenges and MVP Launch
Singtel staff typically use Dash to scan a QR code at the canteen to pay for food. Ideally, integrating the Dash payment solution into the iOrder food ordering app would have streamlined the entire process.
However, due to time constraints and resource limitations, we couldn't include Dash integration in the initial launch. Key challenges with Dash, such as the lack of automatic refund capabilities and the absence of a payment hold feature, would have required merchants to manually process order cancellations and refunds, affecting overall efficiency.
Hence, the initial MVP was launched without Dash integration.
INITIAL DESIGN
As payment solution is not integrated into the iOrder Staff app, Singtel staff are required to place their food orders first and then collect and pay for the food via SGQR.
MERCHANT FEEDBACK
Some merchants were concerned that staff might place orders but not follow through with collecting and paying for the food.
HOW MIGHT WE...
Resolve payment disputes in the physical payment solution?
SOLUTION
Collaborating with Legal and HR
To address merchant concerns about uncollected orders, I collaborated with the Legal and HR teams to develop terms and conditions that protect the interests of both staff and merchants.
In-App Solutions for Unclaimed Orders
In the app, we implemented a "Order not collected" button that appears when orders are uncollected for more than one hour. When this button is pressed, the system automatically triggers an email notification to the staff, and merchants can send reminders directly.
Admin Portal
Additionally, we developed an Admin portal for record-keeping purposes and to protect both staff and merchants in case of disputes.
If a staff member hasn't made a payment, their details are recorded, and automated email reminders are sent every 3 days. After 3 reminders, the issue is escalated to the staff's manager and HR, or the staff member may be banned from placing further orders.
OTHERS
As the sole designer on this initiative, I also created various assets, including stickers, banners, and posters, to raise awareness and guide staff on where to collect their food and identify our partner stalls.
iOrder Banner
Feedback and Ratings in iConnect (with iOrder being a microapp within iConnect)
USER FEEDBACK
I advocated for the importance of feedback gathering, and we successfully implemented Interfaces to collect Singtel staff's feedback after the launch.
This design and approach was also adopted across all other microapps within Singtel.
CONCLUSION
Despite facing tight deadlines and resource constraints, the iOrder project was a valuable learning experience. Balancing the needs of both staff and merchants required innovative solutions and constant iteration.
The project’s success in improving the food ordering experience for Singtel employees set the stage for future enhancements, including the integration of Dash payments in Phase 2.
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Phase 2 Design with Dash Integration